Skip the Marketing Jargon to Attract More Paying Clients - Small Business Coach, Women Business Coaching - Client Attraction

Skip the Marketing Jargon to Attract More Paying Clients

Fabienne Fredrickson
June 24, 2011

Many people get tempted to use the fancy phrases that they use on a regular basis, in their marketing materials. Problem is they end up speaking “above” their prospects’ heads.

I see this use of jargon all too often when visiting people’s websites and in networking groups. My impression is there’s a lack of confidence in there somewhere and people are trying to compensate by trying to sound overly professional or fancy. Well, the result is that not only are people’s eyes glazing over, they’re also probably losing lots of potential clients that way, and not to mention, lots of potential referrals.

Only people in your industry know what you mean when you use fancy words that are meant to exclude, rather than include. A potential client is not always part of YOUR industry and as such, they won’t really understand all the technical stuff. Besides, they don’t care WHAT you do, remember? They only care about what you can do for THEM.

So, skip the jargon, will you? It’s time to pretend that your audience and referral partners are 6-year olds, and not as an insult, but rather, as a way to have what you say be:

  1. memorable
  2. easy to understand
  3. repeatable

That’s why I don’t talk about fancy marketing plans or closing-the-sale scripts in my own marketing materials. All I basically talk about is, More Clients, In Record Time and Consistently.

Client example: A couple of years ago, a client came to me saying he was having a difficult time getting additional clients, mostly, getting attention from his prospects long enough to turn them into paying clients.

Instead of talking on the prospect’s level, this client was speaking in nothing but jargon and he realized it was becoming a big turnoff. Basically, business was literally slipping through his fingers because of it.

Once I explained to him what was going on, he switched his marketing message from providing complicated “fiduciary and 401K services” to “taking the financial piles of paper off the desks of HR people,” and guess what? Yup, he has more business than he can handle now. (I love this client. He totally GOT it, once I pointed it out. Whenever I see him, we now laugh about “fiduciary.”)

Your Assignment:

Make sure you phrase your marketing message and claim in everyday terms, preferably results. Practice on a 6-year old child, if you can. Tell the child your marketing message and ask them to tell you what you do.

Believe me; kids are smarter than most adults are on this stuff, so if they can’t repeat it, your prospects and referral sources probably won’t know what you do either. It all comes down to K.I.S.S. (keep it simple, sweetheart!).

By the way, there are dozens of worksheets in the Client Attraction Home Study System™ that will help you create a marketing message that will appeal to the right types of clients for you. You’ll also learn how to decipher what makes your business remarkable enough for others to talk about, how to create Raving Fans so you get clients to call YOU, and lots of other crucial stuff to help you fill your practice really quickly. You can read more about it and get a copy at (Why struggle when you can just attract clients easily?)

© 2011 Client Attraction LLC. All Rights Reserved.

Want to use this article on your website or your own ezine?


No problem! But here is what you MUST include:

Fabienne Fredrickson, The Client Attraction Mentor, is founder of the Client Attraction System®, the proven step-by-step program that shows you exactly how to attract more clients, in record time…guaranteed. To get your F.R.E.E. Audio CD by mail and receive her weekly marketing & success mindset articles on attracting more high-paying clients and dramatically increasing your in.come, visit


  • I couldn’t agree more! The jargon isn’t real and people want to connect to real people who they can trust. So many people think they have to sound all “corporate” when in fact, they should just be having candid conversations with their readers. It’s so much easier too!

  • Donna Thomas

    I agree! I always advise my holistic practitioner clients not to use the jargon of their modality in their marketing, such as anatomy terms and technical aspects of their treatments (who cares?!) and to focus instead on the benefits to their prospects and clients. Aloha…Donna

Get Started Today


Your mindset dictates your results.

Shifting your Mindset past subtle self-sabotage and procrastination and into confidence and consistent action is THE proven process for overcoming resistance. The moment you shift your mindset, you gain the momentum that increases your business (and income) to the next big level you’ve been asking for.

Join me for a LIVE Video Presentation where I will be teaching you my proven process to master your Inner Game.

Sign Up!

Next Live Event

Mindset Retreat™

November 14-16, 2016 • Ft. Lauderdale, FL

Next Webinar

How to Master Your Mindset

Live from your home or office


Sign me up for my audio CD!

Find out how to use my step-by-step Client Attraction methods so you can be a success.


Get in touch with us by filling out the information below and one of our caring Enrollment Coaches will be happy to contact you to set up a time to chat and see if we can help…