Telling vs. Selling: reclaiming the jargon as an honest story
I’ve started my own Yoga Teacher Training brand. It’s exciting and I believe in the product, but I have to figure out how sell my product without being pushy or obnoxious. I have to describe the product in meaningful terms. Using vocabulary that is easily misconstrued as industry jargon, I have to relate a story that describes my yoga practice and my product.
recharge, rejuvenate, inspire
Have these words become meaningless industry jargon?
Self-promotion has to be loud enough to be heard over the noise of Instagram, Twitter and fourteen other platforms. But it can’t be so loud to the point of obnoxious arrogance. Furthermore, tweets and posts must have meaning attached to the jargon.
Instagram allows up to 2,200 characters, but optimal posts have no more than 150 characters. The allowable characters have become industry buzzword. And those buzzwords saturate the market and compromise the reliability of the products.
“Join me at yoga teacher training and #recharge your practice. Learn to teach #authentic yoga classes. Discover your #holistic approach to well-being.”
That statement has fewer than 150 characters and contains the right words. But the vocabulary barely registers. There is so much scrolling through so much content that it’s all at risk of becoming meaningless jargon.
So how do I attach value to my teacher training? How do I give meaning to my product? Authenticity comes from the story behind the service. My goal is to teach prospective yoga teachers how to transmit their own belief in yoga. And to do this, I have to be truthful about my own yoga story. Not because I have anything to hide, but because it’s the difference between telling and selling that adds value to my product.
The days of market trickery are over because everyone is selling themselves online. Everyone has curated an online persona and whether or not they’re selling a product, they all know that Instagram isn’t real. And that’s why telling the story behind the product is crucial. The authenticity and the meaning in my yoga teacher training comes from a flawed and vulnerable existence. That is what’s relatable.
Behind the promotional jargon is real experience. I constantly #recharge my yoga practice by being true to what I believe in. Pulling fish out of the lake and wearing locally-sourced fur is more important to me than importing lentils for a vegan diet or shivering in synthetic fabrics.
The classes I teach are #rejuvenating because I base themes around relevant topics for a specific community. I don’t discuss veganism when I know most of my students have moose meat in their freezer. Instead I’ll reference the value of taking only what’s necessary from the land.
Yoga Teacher Training will be #authentic because you’ll discern your personal reasons for practicing and learn to teach only what you know. If you’re an expert on knee anatomy because you’ve had three knee surgeries, you’ll incorporate that. If you have personal experience with yoga for post-traumatic stress, you’ll teach that. If a vegan diet supports YOUR lifestyle, you’ll describe that. The authenticity comes from your own experience.
Yoga is a #holistic approach to well-being because the practice insists that you listen to your emotions and body and understand what you really need. Extract what’s relevant from the philosophy of yoga and learn to teach what you know. The honest story behind the promotion will shine through and the jargon will be rightfully redeemed as useful vocabulary. Yoga is for everyone, regardless of lifestyle choices. The vocabulary, just like the yoga itself, can be tuned to fit every iteration of practice. Tune out the jargon, but tune into the meaning behind the vocabulary. The stories are what makes the promotion believable.