The Words You Use Are Costing You Clients (Oops, I Mean Partners)

If you’ve ever cringed at an old email or social media post and thought, Wow, did I really say that?—congratulations, you’re growing.

Language is a sneaky little thing. The words we use every day shape how people perceive us, whether we realize it or not. And when it comes to business, your words don’t just communicate what you do—they influence how people feel about working with you.

That’s why in 2025, it’s time to let go of some outdated, transactional, and—let’s be honest—kinda lifeless business lingo. If you’re in the business of serving people (and not just selling to them), here are five words and phrases that need a serious refresh.

1. Stop Treating People Like “Clients” (They’re Actually Your Partners)

Ever been to a dentist’s office where the receptionist shouts, “Next client, please!”? No? That’s because it would feel weird. Dentists have patients. Lawyers have clients. But in many service-based industries, the word client makes relationships feel cold, clinical, and purely transactional.

Instead, think of the people you work with as partners.

A wedding planner isn’t just taking on “clients” who book a service—they’re building deep, emotional, trust-based partnerships with couples for one of the most important days of their lives. A personal trainer isn’t just scheduling workouts for “clients”—they’re partnering with them to transform their bodies and habits.

🔹 Swap this: “I help my clients create the perfect wedding.”
✅ For this: “I partner with couples to design a wedding that’s not only unforgettable for their guests, but an event that creates magic for them.”

One word change, and suddenly, your business feels more personal.

2. “Affordable” Sounds Nice—But “High-Value” Pays More

Raise your hand if you’ve ever told someone your pricing and immediately followed it up with, “But don’t worry, it’s super affordable!” 🙋🏽‍♀️

Here’s the thing: The word affordable is great if you’re marketing a discount furniture store. But in a service-based business, leading with affordability makes people focus on price instead of results. And we’re not about that life…

Instead, position yourself as high-value.

🔹 Swap this: “I offer affordable bookkeeping services.”
✅ For this: “I provide high-value bookkeeping solutions to help businesses maximize their profits without jeopardizing the integrity of the results of their partners.”

See the difference? The first one makes people ask, “How cheap is it?” The second one makes them ask, “How can this help me grow?”

3. “We Offer” Feels Corporate—Try “You Get” Instead

Let’s start with a question here… Which of these makes you more excited?

➡️ Option A: “We offer comprehensive marketing strategy services.”
➡️ Option B: “You get a step-by-step roadmap to attract more customers, positioning your brand authority, while creating an impact that echoes through your audience.”

If you picked Option B, you’re not alone.

Saying “we offer” puts the focus on your business. But let’s be real—your audience cares way less about what you offer and way more about what they get out of it. A simple language shift makes your services feel more benefit-driven and exciting.

🔹 Swap this: “We offer weekly business coaching calls.”
✅ For this: “You get personalized, no-fluff coaching calls designed to help you hit your next big milestone with direction and a bigger impact.”

Small change, big difference.

4. No One Needs More “Content.” They Want a Captivating Story.

Ah, content. The buzzword that refuses to die.

Look, we all know that content is important. But the word itself? It’s vague, overused, and a little soulless. Saying “I create content” is like a chef saying “I make food.” Sure, but what kind?

People don’t just want content. They want stories.

🔹 Swap this: “I create content for social media.”
✅ For this: “I craft stories that bring brands to life online.”

Storytelling makes people feel something that triggers relatability, emotion, action. And when they feel something, they remember you.

5. Stop Selling—Start Serving

Nobody likes being sold to. (I avoid the salesy vibes like a pandemic… anyone else?)

Think about the last time you walked into a store and the salesperson jumped on you like a lion spotting its prey. You probably mumbled, “Just looking, thanks.” and bolted.

Now, imagine if they had said, “Good Morning, what would be a perfect fit from our shop today?” Suddenly, it feels like they’re there to serve, not just to sell.

Your business works the same way.

🔹 Swap this: “I sell luxury skincare products.”
✅ For this: “I help women heal hormonal acne scars or sun damage to achieve glowing, healthy skin with custom skincare solutions.”

Selling feels pushy. Serving feels like guidance. Which one do you think builds trust?

Final Thoughts: Your Words Shape Your Brand

The way you talk about your business isn’t just semantics—it’s strategy.

When you use words that focus on collaboration, transformation, and value, you naturally attract better clients (ahem, partners), command higher prices, and build deeper trust.

So, take a second look at your website, emails, and social media posts. Are you speaking the language of connection and service? Or are you accidentally pushing people away with outdated, transactional lingo?

Small shifts can make a big difference. Your words hold power—use them wisely.

What’s one word you’re ditching in 2025? Let’s chat in the comments! 👇