Avoid Unfamiliar Terminology
It is difficult to imagine a term more meaningless to nondivers than “open water” — unless, of course, we also talk about “confined water.” Sure, these terms have meaning to us, but is that meaning clear to others? Will a prospective customer know what you are talking about if you make reference to “doing your open waters?” And what about “Open Water Diver” certification? Is it also possible to get a “Closed Water Diver” certification?
When talking to prospective students, it’s important to avoid terminology whose meaning is clearly understood only by those of us who already dive. Here are examples of terms whose meaning may be unclear and how you may want to re-think using them:
Open Water At the very least, talk about “open-water training dives.” Better yet, avoid using the term altogether. Talk, instead, about “completing a series of training dives with your instructor in the (quarry/lake/ocean/etc.).” Almost everyone will understand that.
Open Water Diver Certification Again, what does “Open Water” really mean to a nondiver? Better to talk about “Beginning Scuba Diver Certification,” as this is something just about anyone can understand. (The term “Beginning” also plants the seeds for further discussion of continuing education.)
Fins and Boots What kind of boots? Hiking boots? Army boots? Snow boots? Oh, wetsuit boots! Well, why didn’t you say so? Again, you need to be very specific.
At least one store I know does not even mention wetsuit boots over the phone or on their website. (Why scare off potential students by telling them they have to provide something they don’t yet understand?) Instead, they wait until students are in the store and can personally see the difference between full-foot and adjustable fins. Then, when the staff explains that even better quality full-foot fins can only be used in warm water, and only off smooth boat decks and sandy beaches, it becomes clear why “the vast majority of our students prefer to buy wetsuit boots and adjustable fins, as they will work in any environment.”
Student Kit What exactly is that — a kit with a student inside? Again, be specific. Talk about something like “a kit containing all of your study materials, including textbook, study guide, CD-ROM, log book, training record, etc.” Unexplained terms have no value. On the other hand, getting, say, $75 worth of materials in a package that costs less than $50 (or is included in the cost of the course) sounds like a very good value.
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