Every business comes with its own terminology and jargon—terms you use day in and day out. But to your potential customers, it can be like you’re speaking another language.
And if this creeps into your marketing, you might as well be saying, this isn’t for you…
But that’s not always a bad thing…
Because it all hinges on knowing who you’re looking to attract.
Appealing to the Unaware
If your ideal client is early in their journey—whether they’re new to your industry, market, or just discovering you—you need to strip as much jargon out of your messaging as possible.
The last thing you want is for confusing terms or insider language to push people away.
Break it down. Spell it out. Give them confidence that *you* understand where they’re starting from.
Clarity builds trust, and trust fosters loyalty.
But sometimes, simplifying too much can be a mistake.
Attracting the More Advanced
People are naturally drawn to those who look, think, and sound like them.
Using jargon and industry terms can mark you out as “one of them” and go a long way towards building a sense of community and connection.
In this case, jargon isn’t a barrier—it’s a magnet. It signals that you know your stuff and gives your audience confidence that you’re the right guide for them.
After all, you’re an expert who’s speaking their language.
A Guide Showing Them the Way
And then there’s the aspirational audience—those who may not be market-savvy… yet… but want to be.
This is where getting your messaging right becomes a delicate balancing act.
I’m working with a client who’s creating a course that teaches people how to make money through property investment.
The property market is complicated, full of terminology and jargon and legalise that we can’t get rid of.
While we’re simplifying as much as possible, our audience also needs to have confidence that we know what we’re talking about.
After all, we’re guiding them through six- and seven-figure investment decisions.
One idea I suggested to help?
A new lead magnet: an A-Z of property terms.
It’s perfect for people who don’t know their arrears from their equity—or who thought gazumping was a cold tomato soup.
With it, we acknowledge the complexity of the industry while holding out a hand to people with an offer to show them the way.
Where Does Your Messaging Sit?
Are you unintentionally pushing away leads with confusing jargon?
Are you dumbing down your messaging too much and missing out on more advanced customers?
Are you positioning yourself as an expert your audience can trust?
It all comes down to knowing your ideal customers—who they are, where they are, and what they need from you.
If you’re struggling to find that balance, I help course creators and coaches walk the line every day.
And if you need someone to guide you through creating messaging that connects with the right customers no matter where they are on their journey, send me a DM today, and let’s chat.
Let’s make your business impossible to ignore.