How to Talk About End-of-Life Work Without Making People Uncomfortable

If you’ve ever stumbled when someone asks, “So, what do you do?” — you’re not alone.

For many end-of-life doulas, grief coaches, and educators, describing this work can feel tricky. It’s sacred, layered, and often deeply personal. But while we may feel uncomfortable putting it into words, the people who need us most can only find us if they understand what we do.

Why It Feels So Hard

• It’s unfamiliar. Most people have never met an end-of-life practitioner, so they don’t know what to expect.

• It’s emotional. Talking about mortality touches nerves that people often avoid.

• It’s nuanced. Your role probably shifts depending on the person or family you’re serving.

No wonder it’s easier to reach for vague phrases like, “I help people with planning” or, “I support families.” But the result? Listeners walk away unclear — and potential clients never realize you’re exactly who they were hoping to find.

Three Compassionate Ways to Share Your Work

1. Lead with values, not titles.
   Instead of starting with “I’m a doula,” begin with something people care about:

   • “I help families have meaningful conversations about what matters most at the end of life.”

2. Use everyday language.
   Technical words can make people shut down. Try simple, human phrasing like:

   • “I walk alongside people as they prepare for life’s most tender transitions.”

3. Invite curiosity, not discomfort.
   Share just enough to spark interest and let them ask more:

   • “I help people make end-of-life choices with less fear and more love.”

When you frame your work this way, you’re not forcing people into a hard conversation. You’re opening a door.

Finding the Words That Fit You

There’s no one right script. The key is practicing language that feels true for you and resonates with the people you most want to serve.

That’s why in Vision to Venture, Willow's business course for end-of-life practitioners, we spend time clarifying both who you serve and how to talk about it. By the end, you’ll have:

• A way of describing your work that feels natural and steady.

• Words that invite curiosity instead of confusion.

• A clear sense of when to keep it short — and when to go deeper.

Next Step

If you’ve ever wished you could answer “So, what do you do?” with clarity and confidence, Vision to Venture was designed for you.

👉 Learn more about the program and start today.

Because when you can talk about your work clearly, the people who need you can finally find you.