Don’t let jargon get in the way of sales
Ever had that moment when you're explaining what you do and watch someone's eyes slowly glaze over?
That's expertise at work (I know—it’s counterintuitive). And it might be costing you sales.
What's wrong with expertise?!
When I designed a website for a leadership coach, she sent me a description of her services that left me completely lost. She was bringing years of expertise and industry knowledge to the table, along with a ton of industry jargon.
Here's the problem: potential clients usually don't speak that language that feels so natural to you.
And when they don't understand what you're saying, they don't know that you're speaking to them. They tune out and bounce from your site.
My job is to translate your valuable expertise into easy-to-understand language that resonates with your ideal clients (and sells).
I'm not an expert and that's a good thing.
And here's why not being an expert in my clients' fields is truly my unfair advantage:
→ I ask the questions your potential clients would ask.
→ I naturally avoid industry jargon (because I don't know it!).
→ I focus on results, not features.
→ I turn complex ideas into clear, compelling messages.
When you're too close to your own expertise, it's easy to miss how your message lands for someone new.
That's where I come in.
I start every project with a 90-minute Branding Roadmap interview where we:
Dig deep into your expertise.
Uncover what truly sets you apart.
Identify your authentic voice.
Map out how to reach your ideal clients.
When your copy makes sense to me—someone who doesn't have your expertise—it will make sense to your potential clients too.
Goodies Just For You
WHAT I'M THINKING ABOUT: This year Doechii became the third woman in history to win the Grammy Award for Best Rap Album. A couple months before that, she wowed with her NPR Tiny Desk Concert. Between her undeniable stage presence, her badass all-Black women band, and her killer style, she delivered a performance that showed exactly why she's one of the most exciting artists to watch right now.
WHAT I'M BAKING: There are a lot of banana bread recipes out there. Alison Roman has a decent one with a giant sliced banana on top. Dramatic presentation, but it's not my favorite. My favorite is Smitten Kitchen's Jacked Up Banana Bread. The secret is brown sugar instead of white and the addition of bourbon (she says it's optional and maybe even gilding the lily a bit, but we should all live a little!).
WHO I'M ADMIRING: Jaime Rapaport Barry is Founder & Principal of JRB Group, a strategy and branding agency that specializes in helping organizations align and evolve during critical moments of change. Jaime's a trained mediator and is an expert at navigating and resolving conflict and positions that seem at odds. Just yesterday she expertly facilitated a discussion about potentially conflicting needs within a community we're both a part of.
