Most people don’t know what works with clients. It’s mostly trial and error, especially if you’re in the class of people told to learn skills and clients will come to them. You know how “street advisors” tell you that you can never go wrong with food, yet they themselves have never ever been in that business?
This same kind of well-meaning but ultimately unhelpful advice permeates the world of client communication. We’re told to be professional, to be thorough, to be detailed… but often, these well-intentioned directives lead to writing that confuses rather than clarifies.
The problem is that many professionals, in their quest to appear knowledgeable and competent, resort to overly complex language, industry jargon, and dense, convoluted sentence structures.
They write for themselves, not for their clients. They assume that their clients have the same level of expertise and understanding, which is rarely the case. The result is communication that is difficult to understand, time-consuming to decipher, and ultimately, ineffective. Clients are left feeling confused, frustrated, and less likely to engage with your services.
The root cause of this confusion is a misplaced focus. Instead of focusing on client understanding, many professionals focus on self-presentation. They’re more concerned with appearing intelligent and knowledgeable than with communicating clearly and effectively.
This leads to writing that is dense, technical, and full of jargon, which ultimately alienates their clients. They prioritize showcasing their expertise over ensuring comprehension.
I remember pitching my writing services to a business owner whose website was, to put it mildly, a mess. It was full of jargon, the navigation was confusing, and the overall message was unclear.
I assumed, perhaps naively, that he automatically knew he needed a writer. After all, the evidence was right there on his website! I crafted a proposal highlighting my expertise in SEO writing, content strategy, and website copy. I used terms like “keyword optimization,” “conversion rates,” and “target audience engagement.” I was so sure I had nailed it.
The client’s response? A blank stare. He had no clue what I was talking about. He didn’t understand the value of clear, concise website copy. He didn’t even realize that his website was a problem. He thought it was “good enough.” My sophisticated proposal, filled with industry jargon, completely missed the mark.
I was so focused on showcasing my skills that I completely failed to connect with his actual needs. He didn’t need a lecture on SEO; he needed someone to explain, in plain English, why his website wasn’t attracting customers and how clear, compelling copy could fix that.
The solution, as I learned the hard way, lies in prioritizing clarity, simplicity, and client-centric communication.
Confusing your clients with overly complex writing is a surefire way to lose their business. By prioritizing clarity, simplicity, and client-centric communication, you can build trust, enhance understanding, and ultimately, achieve better results.
Remember, your goal is to serve your clients, not to impress them with your vocabulary. Focus on making your message clear, concise, and easy to understand, and you’ll be well on your way to building stronger client relationships.
My experience with the website owner taught me a valuable lesson: sometimes, the most important skill isn’t showcasing your expertise, it’s understanding your client’s perspective and speaking their language.