Language matters. it always did, and it always will. You already know that
If i told you that you can actually choose how impactful every word you say would be, If there was an actual slider going from 0 to 100% that you can set to any number you want, and thats how impactful your words will become.
you will chose 100%, and nothing less right. and if you would not chose 100%, even when there is no downside, then this isnt for you. stop reading now.
Werner Erhard said "all transformation is linguistic." What does that mean? Simple: if you want to change your business, change how you talk about it. Change the words. Change everything.
The Client Problem
Most designers call people "clients." Sounds professional, right? Wrong.
Here's what "client" actually means. In ancient Rome, a client was a freed slave. Someone who still owed stuff to their old master. Someone who needed protection. Someone dependent.
That's the real meaning. A dependent person. Someone who can't handle things themselves. and go ahead and google it up if you dont trust me.
The welfare state has clients. Lawyers have clients. Do you want to be like the welfare office?
Use "Customer" Instead
A customer is different. Completely different.
A customer chooses to buy something. They want what you have. They're not dependent. They're not helpless. They decided to work with you because you're good at what you do and they need that thing you make.
it is a fair and equal exchange where both people win.
When you say "customer" instead of "client," the implication becomes that you're providing something valuable and they're paying for it. That's exactly what you want to imply
Design Words That Make You Sound Weak
Let's talk about the words us designers use every day. Most of them are terrible. They make you sound small. They make your work sound unimportant.
"Deliverables"
This word is awful. You know what delivers things? UPS drivers. FedEx. Not you (I hope)
When you say "deliverables," you're saying "I'm just handing you some files." That's it. Files in a folder. Could be anything. Could be garbage.
Say "outcomes" instead. Or "solutions." These words mean something happened. Something changed. You solved a problem. Isnt that what your role is, isnt that what you set out to do, and isnt that what the customer paid for? good, then say it as it is.
"Concepts"
A concept is an idea. It's not real yet. When you show someone "concepts," you're basically saying "here's some stuff I thought of, might be good, might be bad, who knows?"
Well maybe you thought the concepts through, its the most meticulously planned concept in the world, but since its a concept, you arent projecting the effort that went in.
Say "design directions" instead, it is more complete. It's more specific. A direction is going somewhere and being specific inspires confidence.
Are you presenting options to your customer?, or are you throwing ideas at the wall? your words should reflect that.
"Revisions"
This one kills me. Revisions means you got it wrong and now you're fixing your mistakes.
Every time you say "let me send you revisions," you're admitting failure. You're saying the first thing wasn't good enough. Hell, maybe it wasn't good, maybe it was arbage! But why advertise that?
Say "refinements" or "iterations" instead. Refinement means improvement. It's taking something that was good to make it even better. Iterations are a part of the process. It's how good design happens. Everyone knows this.
These words make the same work sound professional instead of apologetic. never apologise (unless you were a jerk, in that case please apologise)
"Mockups"
This isnt nearly as bad but still, a mockup is fake. Do i need to say more.
Why would you do that? You spent hours on this work. It's real work. Real thinking. Real design.
Call them "Renders" or just "Visuals"
Money Words Matter Too
Let's talk about how you talk about money. This is huge.
"Fee" vs "Price"
Nobody likes fees. Think about it. Parking fees. Late fees. ATM fees. Fees are bad. Fees are penalties. Fees are things you get charged when something went wrong. Remember the last time you liked paying a fee? exactly.
You don't want your work associated with that feeling.
"Price" is cleaner. Everything has a price. That's just how buying things works. Just the cost of the thing.
You pay the price for every action (and every inaction), you dont hate it by default.
"Bill" vs "Invoice"
A bill feels like a demand. "Pay this bill." Like the electric company. You dont like the electricity company.
An invoice is just a record. You dont even pay it, you clear it and subconciously, that makes a ton of difference.
Your Team Isn't "Staff" or "Resources"
One more thing. Stop calling people "staff" , i have also seen human beings being reffered to as "resources", this kills me (some of them arent even resourceful)
Staff is generic. As if they are interchangeable, any one will do.
That's insulting. These are people. Real people with real names and real skills and real personalities.
Say "team" or "team members." A team is people working together. that sounds better already, and its closer to reality, so use it.
How to Actually Make This Change
Start paying attention to your words. All of them.
Look at your website. Your proposals. Your emails. Every time you see one of these weak words, change it. Right then.
- "We work with clients" becomes "We work with customers"
- "Deliverables include" becomes "You'll receive"
- "We'll provide three concepts" becomes "We'll present three design directions"
- "Revisions are included" becomes "Refinements are part of the process"
Every single word is either making you stronger or weaker. There's no neutral. The words you use shape how people see you and how you see yourself.
But none of this matters...
Some people will actually say that, and it's not their fault. they actually beleive that words dont make a difference. "It's just words. Everyone knows what you mean."
Wrong. Dead wrong. could'nt have been more wrong (wronger)
Words create reality. When you call someone a client, you're setting up a hierarchy. You're the expert, they're the dependent. When you call them a customer, you're setting up a partnership. You have something valuable, they want it, everyone wins.
Your words can work for you or they can work against you. Every single time you open your mouth or type an email. Choose words that work for you.