As libraries respond to new teaching and research practices in the twenty-first century, it is important to consider how to advertise library services. Users are often surprised to learn about the varied expertise of library staff and the many services the staff provides. To investigate this issue, the author designed a study to identify a more user-centered vocabulary for marketing library services. Prompted by vignettes illustrating a range of faculty and student needs, focus groups of undergraduate and graduate students suggested words they would look for to find help in each situation. The author compiled the groups' suggestions as options in a questionnaire sent to a larger campus population sample. The results suggest best practices and guidelines to employ when marketing library services.