Evidence-based practices help no one unless they are disseminated. Dissemination is, at its core, a process of communicating to recruit buy-in (from consumers, third-party payers, extramural funding agencies, policy makers, and so forth). Curiously, behavior analysts have shown relatively little interest in understanding dissemination as a scholarly topic. Not so curiously, behavior analysts have often complained about their relative lack of acceptance among non-behavior analysts. How we talk about our science and, especially, our practice, is a major facet of dissemination, but it’s a complex facet. To illustrate some of the underlying fundamentals, I’ll discuss a growing body of research showing that the technical terms that behavior analysts use for semantic precision can have visceral (i.e., emotional, nonsemantic) effects that probably interfere with dissemination. Time permitting I’ll mention a few other aspects of how we communicate that probably also are important. Those seeking best practices from my remarks are bound to be disappointed, because at present we know too little to define best practices. But it pays to at least be aware of some of the issues, and my hope is that some listeners will take up the challenge of making the language of dissemination a topic of formal study.