The Word Police Just Pulled Over the Word “Cleanse”

We’re starting a new column here at Stella Orange, dedicated to the fact that, as the Philosopher routinely likes to remind us, “words mean things.”

To that, we add: “words mean different things to different people.”

With that, welcome to Word Police. Where we’ll explore the different words being used in the marketplace that really should be pulled over, ticketed, and brought to justice.

Like “empowerment.”

“Women in transition.”

And today’s word, “cleanse.”

Specifically, I’m talking to the health and wellness coaches among us, among whose offerings are often this 10-day to 3-week experience.

Let me start by saying that the Word Police are actually agnostic about the word. They don’t judge. They aren’t saying don’t use the word at all. They just want you to slow down, stop going so fast. More on this in a moment – and if you’re not a health coach, the overall lesson may apply to you, too. Stick around.

Now, my health coach friends. Here’s why the Word Police may have pulled you over:

Calling your program a “cleanse” when it actually repels your ideal clients.

I work with a number of health coaches. One woman actually runs two organic juice bars in Seattle. She turned me on to this phenomenon, as we were planning out her first online launch in the Writing Brigade. She said, “Stella, I don’t want to call this a cleanse, because people hate that word.”

We talked about it, and she told me that she asked her clients and customers about how they felt about doing a cleanse.

They let her know – in no uncertain terms – that it implies that they’re “dirty” and the process is difficult.

Not exactly the gut reaction you want from your target market!

We’ve talked about this in Write Club recently as well:

Now, I’m not saying a “cleanse” won’t work.

I’m saying you need to be aware of how the words you choose impact – and are understood – by other people.

A lot of business owners do their thinking and writing alone. I can be one of these; it’s fun in my head, and I have plenty of ideas.

But at a certain stage of developing your offer and marketing, this solitude can actually jeopardize the effectiveness of your whole campaign.

And that is why the Word Police have pulled you over for using the word “cleanse.”

If this is you, just think about who your ideal client is. If they are hardcore health nuts, cleanse could work just fine. (I worked with one fitness trainer whose audience was all about feeling “clean on the inside” and “being in control.” I don’t resonate with that language personally, but her market did).

But if you are seeking to connect with a more mainstream or newer-to-healthy-stuff audience, check yourself before you wreck yourself.

You may want to use another word. One that triggers fewer negative reactions from the very people you want to attract. Like “reset” or “reboot” or “detox” (though I have my suspicions detox may have the same problems as cleanse) or “makeover.”

Okay, so now onto the universal lesson for those of us who aren’t health coaches:

The words you love may completely repel the people you want most to attract.

The same goes for words that are meaningful to you.

In the case of a health coach, you may love cleansing! You know how to do it. You talk to your health coach friends about different approaches. You read books and articles and go to talks. Everybody is talking about cleansing. Cleanse, cleanse, cleanse. No problem.

But then you leave the nutrition nerd herd, and go talk to the rest of us.

And we’re all, “whaaaa?!”

We worry about headaches.

We worry about being hungry all the time.

We worry about it tasting like the front lawn.

We worry about not being able to do it right.

Cleansing sounds like cleaning.

And cleaning sounds like work.

And work sounds hard.

And hard sounds not fun.

Cleansing = not fun.

You feel me?

Here’s a big fat hint for those of you who aren’t health coaches – think of the word you use ALL THE TIME to talk about what you do. Then ask yourself, “if I weren’t allowed to use this word, how would I explain it?”

Because a lot of your ideal clients may be incredibly triggered or have negative associations with that word you use all the time.

I’ve done this with sales trainers, marketing experts, and intuitives. Heck, I’ve even done it with myself. Once I got it through my head that a lot of people can’t stand writing.

The trick is to choose words that resonate with the uninitiated. With people who want to hear your message, if only you found the words that resonated and respected them.

I’m curious – what word do you use that you suspect may not resonate with your ideal clients? Or what word so you see other people using in their marketing, that doesn’t resonate with you (and you’re in their target market)? Post it in the comments below. The Word Police are ready for action!

Mighty thanks for Brandon Bartoszek’s flickr photostream for the cops.

Stella Orange is the founder and creative director of StellaOrange.com, an agency that helps coaches and online businesses nail their message and get their writing projects done faster, bolder and more profitably. As a teacher, Stella shows her students how to craft their money-making message and find their voice so they sell more online with a quirky, human touch. She is based in Cincinnati, but returns to Montana several times a year, hosting sold out writing workshops for people who enjoy riding horses and drinking whiskey. Find out about upcoming production labs and events and get your free copy of “They Won’t Pay You Gourmet Prices if Your Copy Screams Fast Food” at www.stellaorange.com.