How many times have you introduced yourself with “I help people…”? It sounds friendly, but it's also one of the most forgettable phrases in marketing. And worse – it quietly positions you as the assistant instead of the expert.
In this episode of the Midlife Business Academy Podcast, Lori Lyons shows you why it's time to ditch “I help” and how to replace it with powerful, client-attracting language that instantly boosts your credibility. You'll learn how to speak with authority, confidence, and clarity so your message finally sounds as strong as your results.
What You'll Learn
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Why “I help” language sounds soft, not strategic
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How it positions you as a helper instead of a leader
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The easy language shifts that instantly create authority
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Real-world examples of “I help” makeovers that work
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How to use woo-based language that's clear, grounded, and results-focused
Key Takeaways
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“I help” gives assistant energy, not expert energy.
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Clients don't hire helpers – they hire leaders who create results.
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Replace “I help” with phrases like “Clients hire me to…” or “I create…”
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Woo is welcome, but it needs a why – tie it to a tangible benefit.
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The words you use shape how people see your expertise.
Connect with Lori
Ready to talk about your business with clarity, confidence, and authority?
Book your Profitable Path Alignment Call at talkwithlori.com
00:00 – The “I Help” Epidemic
How many times have you introduced yourself with, “I help people do something”? It sounds really nice, right? Except it’s the most forgettable phrase in marketing. And worse, it’s quietly and subtly positioning you as the assistant, not the expert that you are.
00:00:45 – Welcome to the Midlife Business Academy Podcast
Welcome to the Midlife Business Academy Podcast. This is your guide to building a business that fits your life, right where you are. I’m your host, Lori Lyons, and if you’ve ever struggled to explain what you do without sounding like every other coach, consultant, or creative entrepreneur, this episode is going to change the way you talk about your business forever. And I want to make you think and take action.
We’re talking about this because this phrase keeps you sounding generic, helpful, and kind—but not powerful, magnetic, or hire-worthy. We’re talking about the phrase “I help,” and how to ditch it for good.
And I have to tell you from experience—it is really, really hard to do. In fact, I had to go back and revise the opening of this episode because guess what I said? “I help midlife entrepreneurs.” I’m like, nope, nope, nope—I’ve got to take a dose of my own medicine. But it does make you stand out when you can get rid of “I help.” So let’s talk about it.
00:02:08 – Why “I Help” Hurts Your Positioning
Why is “I help” hurting you? Let’s start with the obvious. You probably do help people—you’re not lying. I hear it a lot: “I love to help people.” But the problem isn’t the truth—it’s the tone. “I help” positions you as a support role, not a leader. “I help” sounds soft, not strategic. It gives assistant energy, not expert energy.
It’s the language of good intentions, not transformation. And the language that we use—we all know—shapes how people see us and what they expect from us.
00:03:05 – The Networking Story That Changed Everything
Here’s the shift that I made. I went from my eyes glazing over, like “yeah, right,” to really leaning into this idea.
Years ago, I was at a networking event and somebody asked me what I did. I said, “Oh, the usual—I help business owners with their websites and marketing.” They smiled, nodded politely, and moved to the next person.
Later I thought, well, that didn’t work, so I tried this: “Clients hire me to design websites that actually attract and convert the right clients—without all the tech overwhelm.”
Boom. They leaned in. They asked me questions. They saw me as the go-to person, not the woman who makes Canva graphics on the side.
Now, if you make Canva graphics on the side, I’m not knocking that—it’s just not who I am. But that change in wording changed everything about how I talked about my work.
And let me tell you—it’s hard to remember to quit saying “I help.” So hopefully this will help you do that.
00:04:34 – What’s Really Going On When You Say “I Help”
Here’s what’s really going on. When you say “I help,” you sound like you could be helpful, but not like someone who’s been hired to lead. You attract DIYers looking for free advice, not aligned clients looking for results. You make your work sound optional instead of essential.
But the worst thing of all is you make it harder for people to understand why they should choose you over someone else.
00:05:01 – How to Reframe and Replace “I Help”
Here’s how I want you to reframe it. You don’t need to blow up your messaging—you just need to reclaim your expert energy with stronger language.
Here are some powerful replacements for “I help”:
- Clients hire me to…
- I guide people through…
- I create…
- I design…
- I build…
- I lead…
- I deliver…
- I align [what] with [what] so that…
Let’s talk about some real-world examples using these.
Did you see how much more powerful those felt to say? Go back and repeat that section and say them along with me—see how it makes you feel.
So let’s talk about some examples.
“I help people get more organized.” That’s a glamour don’t.
Glamour do: “I create productivity systems that help solopreneurs stop spinning their wheels and finish what actually matters.”
See the difference? Much better. I would hire that person—wouldn’t you?
Here’s another glamour don’t: “I help women build confidence.”
Let’s reframe that: “I guide purpose-driven professionals to shift limiting beliefs so they can speak with clarity and charge what they’re worth.”
Much, much better.
“I help people grow their businesses.” Oh my gosh, put me to sleep. What a blah thing to say.
Instead: “Clients hire me to build brand-aligned marketing strategies that generate consistent leads without burning out on content.”
Much, much better.
00:07:10 – For the Woo Crowd: How to Keep It Grounded
Now, I know there are a lot of you out there—because I have a lot of woo-woo in my audience, and I love woo—so I’m not knocking it. But I know you’re probably thinking, “Wait, I do help people.”
This works with people who love a little woo, and I use it. It’s intuitive guidance. It’s energetic alignment. It’s strategies that honor your inner knowing.
But here’s the thing—this isn’t about replacing clear messaging with vague, soul-aligning, fluffy stuff. Unless that’s your lane—and if it is, own it—but back it up with a clear method and clear language around what you do, not just soulful, fluffy words.
This is about being grounded in your power and clear in your positioning.
When woo is done well, it’s not just pretty language—it’s genuinely, powerfully transformational.
00:08:31 – Woo That Works: Real Examples
So let’s make it tangible. Before and after—woo that works.
Here’s your glamour don’t: “I help entrepreneurs align with their purpose.”
Let’s add some clarity around that woo. This sounds much better: “I use intuitive strategy and energetic alignment to help entrepreneurs design businesses that feel good to run and bring in consistent clients.”
I would hire that person. That’s clear. It speaks to me in a language I understand.
Here’s something that’s too soft and fluffy: “I help raise your vibration so you attract what you desire.”
Nope. Try this: “We identify and release the patterns that are blocking your visibility so you can confidently share your message and grow your business with ease.”
Okay—an expert said that, not “I’m going to raise your vibration.”
Number two was woo with purpose. It told me what you’d do and how you’d help me.
How about this one: “I guide clients spiritually” versus “I combine intuitive insights with strategic planning so you stop second-guessing yourself and start making clear, confident decisions.”
The first one is ambiguous and vague. The second one is where woo meets results.
You can use woo language—you just want to make sure they understand that you’re giving them results, not just fancy words floating in the ether.
Woo becomes powerful when it’s tied to a clear benefit, not just a vibe.
00:10:26 – Woo Is Welcome, But It Needs a Why
Here’s the takeaway from this section: woo is welcome, but it needs a why. Tie it to the results your audience wants. Make the benefit obvious. Then you can sprinkle all the warm fuzzies you want—but make it tangible.
00:10:56 – Action Step: Rewrite Your “I Help” Statements
So I always give you an action step. Let’s make this real.
Go to your LinkedIn bio, your website tagline, your email signature—wherever you use the words “I help”—and rewrite one of those using the phrases we’ve talked about:
- “Clients hire me to…”
- “I create [something] so my clients can [benefit].”
- “I guide [who] through [your method] so they can [result].”
Choose the one that feels best in your voice.
Run it through ChatGPT. Tell it what you do and ask it to give you options to replace “I help.” It can do some amazing things for you.
Once you do that, say it out loud. If it feels good and makes you sit up straighter, you’re on the right track.
Say it to four or five people. Get feedback. See what works for you.
00:11:54 – Invitation to the Profitable Path Alignment Call
If you’re ready to talk about what you do with clarity, confidence, and actual authority, I’d love to chat with you.
My Profitable Path Alignment Call isn’t a coaching session or a strategy deep dive—it’s a chance to see if we’re a good fit to work together and get a feel for what business alignment could look like for you.
You’ll walk away knowing your next best move. And if it makes sense for both of us, we’ll talk about next steps.
Book your call at talkwithlori.com.
We’ll see you next time—and don’t forget, it’s never too late to build the business of your dreams.