Apply These 7 Content Tips to Client Communication

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There are thousands of articles available online to help you become a better marketing writer or blogger. But the problem here is that there are a lot fewer articles that focus on client communication. And this is just as important to get right as your next blog post.

Whether you’re sending a personal email to one client or writing a letter you’ll mail to all clients, you can apply these content writing tips to make sure you get your message right.

1. Have One Topic Per Communication

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Just like you center a blog post around one main idea, you should do the same with any client communication. If you’re sending an email, don’t bombard your contact with too many details. Focus on one objective (getting her to sign that contract) and save the rest for another email.

2. Boil Down Your Writing


As a recovering English major, it was a challenge for me to move from flowery, adverb-filled prose to more succinct business writing, but I understand why I need to write differently. If you tend to go on and on in your communication, go back and remove any extraneous language. How can you say it more simply?

3. That Being Said, Don’t Eliminate the Niceties

This is especially poignant for client emails. I tend to be “let’s get down to business,” but we have social etiquette to consider. Start your emails out with a greeting (“Hope your year is off to a great start!”) before you dive into what you want. Because email is more transactional than, say, a phone call, we often dehumanize this communication, and that doesn’t help us build relationships.

4. Before You Hit Send…

Sit on the email for a few minutes (or hours), especially if you’re covering a sensitive or emotional subject. You may come back with fresh eyes and make edits to improve how you get your point across, potentially avoiding offending a client or contact.

5. Read Everything Out Loud


Even if you think you’re a stellar writer who needs no edits (ahem), be humble and read your communication out loud. You may find a misspelled word or a sentence that needs to be broken into two for clarity that you wouldn’t have found if you simply skimmed what you wrote.

6. When In Doubt, Get a Second Set of Eyes

It never hurts to get a second opinion on your writing. Doing so can ensure that you’re communicating effectively, and you can address any points that weren’t clear to your reader. This will make you look more professional to the end recipient.

7. Over-communicate (in an Effective Way)

Clients like to be reassured that they were smart in giving you money to help them. So rather than waiting until they ask for something, be proactive. Share reports and status updates weekly. Check in to see if you can help in other ways. Send relevant articles they may want to read. Just don’t send a barrage of emails without purpose. You want to be valuable to your clients, and you can do so by carefully curating what you communicate.

The key to open and clear communication with your clients is to be mindful of what you’re sending. Always review your work, and don’t be shy about expanding your skills. There are ample books and blogs on the subject of writing that can help you in many ways.


Images via Pixabay: 1, 2, 3

About Susan Guillory

Susan Guillory is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.

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