I first saw this video about eight or nine years ago. The story behind it is that Rockwell Industries was doing a video shoot. This guy was one of the crew. While they were testing the cameras and lighting, he put on a lab coat and started talking. This was the result.
Even without a degree in engineering, you can tell this whole thing is just mumbo-jumbo. The official term coined by the Star Trek universe is "technobabble."
So, here's my question to you: Is this the type of thing your customers hear coming out of your mouth? Do you use words that have meaning to you and other artists, but are meaningless to the average person?
Why does this matter? Well, most people are unwilling to admit that they don't know something. So, what happens is that they politely listen to you and then walk away. All this does is make you sound full of yourself. And, it doesn't make that all important connection with the customer.
So, what should you do? If you need to use art specific words, start by asking your customer if they understand what you are talking about. If they don't, then here's your chance to educate. If you have a more knowledgeable customer, then keep on going.
But, here's the problem with using too many art related words, you end up explaining your process rather than selling the art.
Here's the solution: Go ahead and use those art specific words, but be sure to intersperse your conversation with your story and inspiration. That way not only will you educate, but you will also be selling.
What words do you use that your customers may not understand?
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