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Writing about clients is a delicate balance—you want to highlight areas for improvement without making them feel like they’ve been doing it all wrong. The key? Framing their efforts positively while repurposing content for maximum impact.
A respectful, constructive tone strengthens client relationships and enhances the effectiveness of your messaging. Let’s explore how small wording shifts can encourage action, build trust, and keep clients feeling empowered—not criticized.
Shift from Deficiency to Opportunity
Instead of focusing on what’s missing, frame improvements as enhancements to existing strengths.
- Before: “No new posts have been published in years.”
- After: “A content refresh can bring new visibility and engagement to existing work.”
Enhance Existing Efforts
Rather than implying that their current efforts are ineffective, acknowledge what’s working and suggest refinements.
- Before: “The online presence lacks clarity.”
- After: “With a few refinements, the online presence can become even more impactful and visible.”
- Before: “Testimonials are too generic.”
- After: “Authentic client stories can add even more impact to the existing testimonials.”
Frame Challenges as Strengths in Progress
If there’s an area where improvements are needed, emphasize the progress rather than the gap.
- Before: “The website’s SEO is weak.”
- After: “With some strategic updates, the website’s SEO can be optimized to reach a wider audience.”
Use Encouraging Language to Drive Action
A positive and proactive tone encourages action rather than highlighting problems.
- Before: “There’s a lack of engagement on social media.”
- After: “Increasing engagement on social media will further amplify their strong brand presence.”
By making these subtle shifts in phrasing, we can create content that acknowledges areas for improvement while celebrating our clients’ strengths. This approach builds trust, reinforces expertise, and drives more meaningful engagement.
Applying these principles ensures that our messaging is not only accurate but also empowering—helping clients feel confident in their next steps while showcasing their value effectively.
Check out our guidelines for repurposing content effectively:
Blog Posting Guidelines (Repurposing Long-Form Videos) | BlitzMetrics
Dennis Yu
Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations.
He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications.
Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries.
Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.