Are You Speaking Their Language?

How often have you traveled to a location where you just didn’t speak the local language? Where you didn’t understand what was being said to or around you? How did that make you feel? Did you have a sense of connection? Or was it something else?

Maybe you were visiting a foreign country, maybe you were shopping in an immigrant neighborhood, possibly you walked into a meeting on technology, or had to visit the Emergency Room?

It doesn’t matter where we are, if we can’t understand the language, if we don’t know the words, we can feel excluded… disconnected… lost… maybe even scared.

The people you wish to help (your clients and potential clients) are no different. Often times as we begin to master our modalities, our specialties, our service, we find ourselves learning new words, new ways to communicate, a new language that is specific to what we do.

However, it is imperative to the success of your business that you remember to speak in the language of the people you wish to serve, without using professional terminology, lingo or jargon that they won’t understand.

This way they can hear your message in a way that makes them feel included, connected, understood, and safe. This helps them to understand not only your desire to help them, but Language of desire also how you can help them.

Like Yeats says, “Think like a wise man but communicate in the language of the people.”


We invite you to look at the way you describe what you do to a potential client. Put yourself in their shoes, and ask yourself, “Would I understand what I do if I didn’t have my training and experience?” or better yet, “Would a 6 year old understand what I do?”

If the answer is “No!”, then it’s time to change the way you describe what you do, and to start speaking in their language. And the easiest way to do that is to begin speaking to your current ideal clients and asking them what is the situation/problem/desire that brought them to you in the first place.

And, it’s important to take note of their language – how they say what they say and not to translate that into the language of your service or modality.

Next, begin using your ideal client’s native language instead of your terminology when you talk about your services. This also means talking to them about helping them achieve the tangible benefits and results they are looking for and not talking strictly about the features (private sessions, email access, etc.) of what you offer. You will be absolutely surprised at how powerful it is for your business when you start speaking in their language.