Why jargon puts potential clients off

Wellness practitioners face an extra barrier and I had this very conversation with one of my clients recently. Many of the terms we use every day (sound bath, reiki, reflexology, breathwork) can feel unfamiliar, even intimidating, to someone who has never come across them. It can instantly feel “not for me” and because some people see these therapies as unconventional or a bit out there, they switch off before they’ve even found out if the therapy is right for them.

I know, because I used to be one of those people. Alternative therapies weren’t part of my world until I needed to explore something beyond the conventional. I’m someone who loves to learn and try new things so the transition was easy, but even then, I only gave it a go once I understood how it could help me.

So if that’s the barrier, how do you get past it?

Describe the experience instead of relying on terms

The simplest place to start is to describe what your client will actually experience instead of relying on the name of the therapy.

Take a sound bath. It’s a lovely name which actually describes what happens but only if you already know what it means. If you don’t, it could be anything. Some options for you to try instead:

Instead of: “Join our sound bath.”
Try: “Lie back and let waves of gentle, live music wash over you. An immersive experience designed to melt away stress and leave you deeply relaxed.”

The same idea works for other therapies:

Instead of: “Foot Reflexology.”
Try: “A soothing foot massage that targets pressure points to ease tension and help you feel restored.”

Instead of: “Guided meditation.”
Try: “A guided session that walks you through a meditation to help you feel calmer, clearer and less stressed. Especially useful to those who are new to meditation.”

Show them what they’ll gain

Once people understand what the experience is, the next question is “what’s in it for me?” Help them picture how they’ll feel afterwards: calmer, lighter, less stressed, better able to sleep.

You can also include a little of the science behind it, as long as it’s simple. In sound healing, for example, many people find the vibrations from the gongs and bowls create a whole-body feeling of calm and relaxation, which is a big part of why the experience feels so restful.

There’s a balance to strike here. I enjoy picking up new words for the things I’m learning about, but too much specialist language all at once can overwhelm people. Offer one or two helpful details, not a science class.

Using clear language on social media

Social media is where this matters most because people decide in seconds whether to stop scrolling. Here’s an approach that works well, especially when you’re promoting an event:

• Post one: the clear “poster”. Keep it simple. Date, time, venue, price, how to book. No lengthy explanations.
• Post two: the descriptive follow-up. Explain how attending could benefit your client and what the experience feels like.

Using a mix of styles across separate posts also means your feed doesn’t look like the same advert on repeat, which helps you look more professional (and interesting when someone visits your profile!) Keep the bigger descriptions and any niche terminology to your captions. When it comes to the image itself, don’t try and cram everything in, less really is more.

Make it accessible to everyone

If you want to attract new people, not just the ones who already know your world, think about making your language accessible to all. You don’t need to water down your expertise, you are simply opening the door a little wider so more people feel welcome to walk through it.

Try rewriting just one of your service descriptions or event posts this week and see what difference it makes.

Happy Creating, Sara

P.S Want help making your social media posts clearer and more eye-catching? Take a look at my social media design service, download my free social media templates, or get in touch to chat about your next event.