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Learn the Language of Your Ideal Clients with Jeffrey Shaw

On today’s Profit by Design Podcast, our guest is Jeffrey Shaw, author of the book Lingo. In order for a business to attract more and more ideal clients and customers, we have to understand the lingo of the ideal clients, which is what Jeffrey shares on today’s episode.

Having been one of the most sought-after portrait photographers in the U.S. for more than three decades, Jeffrey Shaw, a.k.a. the Lingo Guy, uses this honed intuition to teach entrepreneurs how to attract their ideal customers by speaking their Secret Language. Jeffrey is the host of the popular business podcast Creative Warriors, a nationally acclaimed keynote speaker, a business coach for entrepreneurs, and author of the book, LINGO: Discover Your Ideal Customer’s Secret Language and Make Your Business Irresistible.

Show Highlights:

  • Jeffrey shares the bumpy start he had beginning his photography business in his hometown when he realized he was speaking the wrong lingo to his clients.
  • After the passing of his father, Jeffrey realized that he was exhausting himself, yet pushing forward.
  • Dr. Sabrina shares that often, entrepreneurs stretch themselves thin and don’t pay attention to the signs of their exhaustion and that she and Mike began the Profit By Design Podcast to give strategies, mindset tools, tips, and techniques so that entrepreneurs, perhaps in this situation, can have a sustainable business that supports the lifestyle they deserve.
  • Dr. Sabrina shares about The Pumpkin Plan, by Mike Michalowicz, which includes knowing who your top clients are.
  • Jeffrey tells how to speak someone’s lingo, which involves knowing what someone may want before they even ask for it and really speaking to their heart.
  • Jeffrey explains that he needed to work with wealthy people because he understood them, not because they had money. He wanted to work with others who thought as he did.
  • Jeffrey shares how studying people evolved into a 5-part system.
  • If you are not attracting the clients you want, you may need to consider Jeffrey’s 5-step system: 1) Perspective 2) Familiarity 3) Style 4) Pricing psychology 5) Words that speak to your ideal customer
  • Jeffrey gives advice on how to hire the ideal employees for your business.
  • Jeffrey says the energy built in the back room of your business permeates the front room. Clients will notice the energy put forth.
  • Lingo, spoken and unspoken, binds people together.

Gift from Jeffrey Shaw:

Jeffrey is offering a free gift to you. He will review your website with your ideal client in mind and make suggestions, following his Secret Language System, to make your site more effective in attracting your ideal clients.  Go to to take advantage of this offer.

Lingo Review website

Creative Warriors Podacast

Jeffrey's Website




Jeffrey Shaw Photography


Profit by Design Podcast Website

Profit by Design Facebook group


About The Author

Dr. Sabrina Starling, The Business Psychologist and international best-selling author of the How to Hire the Best series and The 4 Week Vacation™, is the founder of Tap the Potential and host of the Profit by Design podcast. At Tap the Potential, we work to free business owners from the constant demands of a growing business.

We believe work supports life, not the other way around. Clients in our Better Business, Better Life coaching program have more time for what matters most and more money in their bank account than they’ve ever had. Next, we send them off on a 4 Week Vacation™ to celebrate their hard-earned journey to take their life back!

Dr. Sabrina and her team at Tap the Potential are on a mission to change the story of entrepreneurship from one of long hours, grinding it out, to one of sustainably profitable businesses that support and enhance life. The Tap the Potential Solution™ and our Tap the Potential Family of Business Owners are disrupting small business as usual. We are on our way to making the Tap the Potential Solution™ the mainstream model for growing business.

By 2023, 150 Tap the Potential clients will have taken 4 Week Vacations. These are the trailblazers, role modeling what’s possible for entrepreneurs. In many entrepreneurial circles, it is becoming more and more common for one entrepreneur to ask another, “Have you taken a 4 Week Vacation™?” (as opposed to asking “How many employees do you have?” or “What is your annual revenue?”). Taking a fully unplugged 4 Week Vacation is rapidly becoming the recognized symbol of entrepreneurial success.

Never one to accept the status quo or back down from a challenge, Dr. Sabrina’s How to Hire the Best series grew from her desire to solve the toughest hiring challenges interfering with her clients’ growth and profitability. What sprang from her experience working with entrepreneurs in rural areas catapulted her into becoming the world’s leading expert in attracting top talent in small businesses—no matter what hiring challenges those businesses are facing—and earned Tap the Potential’s reputation as the go-to resource for entrepreneurs committed to creating Great Places to Work with thriving coaching cultures and highly engaged team members working from strengths.

As The Business Psychologist, and with her years of driving profit in small businesses, Dr. Sabrina knows what it takes to find, keep, and motivate exceptional performance out of your biggest investment—team members.