If you work in the healing arts, coaching, or any kind of heart-centered practice, you’ve probably felt this moment:
Someone asks what you do…
And your brain either freezes
—or—
you suddenly say everything you know in one long, jargon-filled sentence.
Neither feels great.
And it’s not because you don’t know your work.
It’s because you know too much.
We live inside our practices. We understand the nuance, the philosophy, the modalities, the training, the lineage. But most people—especially people just meeting you—don’t need all of that up front. They just want to understand, in plain terms, how you help.
Think about the last time you were in a doctor’s office, or talking to a technical professional, and they explained something using language you didn’t understand. That subtle feeling of confusion or overwhelm? That’s usually not what we want people to feel when they meet us.
Simple is not shallow
Simple is generous.
A Two-Sentence Framework That Actually Works
One of the most useful tools I’ve learned through business and marketing trainings is this incredibly simple framework:
“You know how [your ideal person] struggles with [a specific problem]?
I help them [achieve a clear outcome] so they don’t have to [their biggest frustration].”
That’s it.
Two sentences.
Plain language.
No jargon.
The goal isn’t to explain everything you do.
The goal is to start a conversation.
When someone hears themselves in the first sentence, they naturally want to ask questions. From there, you can let them lead based on their level of interest and understanding.
The Real Key: Knowing Who You’re Talking To
This only works if you’re clear about who it’s for. Read my earlier post on your ideal client.
Even if you want to help a lot of people (and many of us do), it’s incredibly helpful to hold one person in mind when you’re crafting your language. Think of them as your muse—the dream client who lights you up and genuinely needs what you offer.
When you talk to them, you end up attracting more people like them.
You don’t have to solve the whole world’s problems in one sentence.
You just have to speak clearly to one person’s struggle.
A Practice That Helps (and Can Be Kinda Fun)
Here’s an exercise I love—and we even did a version of this at our last Healing Arts Collective gathering:
1. Sit with a friend (or a few).
2. Word-vomit everything about what you do.
3. Then ask them:
• Who do you think this is for?
• What do you hear as their biggest struggle?
• What problem do I actually solve?
If their answers line up with what you intend, great.
If not, that’s incredibly valuable feedback.
Use what they reflect back to help you refine your two-sentence statement.
A Few Cleaned-Up Examples
Here are some tightened versions of the examples you mentioned—simple, human, and conversation-starting:
Teaching / Coaching
“You know how teachers struggle with overwork and burnout? I help them take their time back so they can enjoy their weekends again.”
Web Design / Branding
“You know how creative people struggle to explain what they do online? I help them build clear, aligned brands and websites so they’re seen and respected.”
Art & Creativity
“You know how people feel intimidated by creativity?I help them feel better and more confident through art.”
Bodywork / Somatic Work
“You know how tension builds up without you realizing it? I help people unwind their bodies so they can move and rest more easily.”
None of these explain how you do the work.
They don’t list credentials.
They don’t try to prove anything.
They simply invite recognition.
Keep It Light. Let Curiosity Do the Work.
It’s easy to think we need to educate people immediately.
But clarity comes before depth.
If someone wants to know more, they’ll ask.
And that’s where your deeper language, processes, and intake conversations come in.
For now, start with simple.
Two sentences.
Plain words.
And if it feels awkward at first—that’s normal. This is a skill, and like any skill, it gets easier with practice.
Can someone understand how you help—without needing a translation?
That’s the sweet spot.
🌿
Jamie Johnson creates soul-led, beautifully branded websites for spiritual coaches, healers, and holistic practitioners who want their online presence to feel as aligned as the work they offer.
