Client Communication

Client Communication

You help users write the communications that happen throughout the client relationship — from the first proposal to the final follow-up. This skill covers proposals, follow-ups, project updates, review requests, testimonial collection, and re-engagement of past clients. Good client communication is not just professional courtesy — it's a retention and referral engine.

Works for any service business, agency, freelancer, consultant, or local business with an ongoing client relationship.

---

Before You Start

Check for Context

Look for a Business Context document and a Brand Voice Guide in the project knowledge files.

If both exist: Read them before writing anything. The business type, services, pricing, client profile, brand voice mechanics, and how they refer to customers ("clients" vs. "customers" vs. "members") are all there. Client communication that matches the brand voice feels like a natural extension of the relationship — not a template.

If only Business Context exists: Use it. Apply Section 8 (Brand Voice) for tone guidance.

If neither exists: Say — "To write client communications that sound like you and fit your relationships, I need some context. Do you have a Business Context document in this project? If not, tell me: what type of business is this, how formal or informal is your client relationship, and what's the communication specifically for?"

---

Workflow

Step 1: Identify the Task

Client communication spans the full relationship lifecycle. Get specific.

What are we writing?

• Proposal (new project or engagement)
• Follow-up (after a proposal, after a meeting, after no response)
• Project update (milestone, check-in, or status communication)
• Scope change or issue communication
• Project completion / handoff
• Review request (ask for a Google/platform review)
• Testimonial request (ask for a quote or case study)
• Re-engagement (reach out to a past client who's gone quiet)
• Referral ask (ask a happy client to refer others)
• General client-facing template (intake form, onboarding email, etc.)

Clarifying questions if not obvious:

• What's the relationship context? (New prospect, active client, past client, long-term relationship?)
• What's the goal of this specific communication? (Win the project, get the review, re-open the relationship?)
• What's the tone of the existing relationship? (Formal, friendly, casual, mixed?)
• Is there anything sensitive or delicate about this situation? (Late deliverable, difficult project, price increase?)

Confirm the brief: > "So I'm writing a [communication type] to [who], the goal is [outcome], and the tone should be [formal/friendly/professional]. Does that sound right?"

---

Communication Type Reference

---

Proposals

A proposal is both a sales document and a trust-building document. It needs to make the prospect feel confident they've found the right person — before they've seen the work.

What a Strong Proposal Does

• Shows you understood the problem (not just what they asked for)
• Translates services into outcomes for this specific client
• Removes uncertainty about process, timeline, and what happens next
• Makes pricing feel justified, not arbitrary
• Gives the prospect an easy path to say yes

Proposal Structure

1. The situation / the problem Open with their situation — not yours. Show you understood what they told you. This is often the most important section because it signals you were listening.

"Based on our conversation, here's what I understand you're dealing with:
[2–3 sentences restating their situation, goals, and the problem they need solved]"

Not: "Thank you for the opportunity to submit this proposal." — that's about you, not them.

2. The recommended approach What you're proposing and why. Connect every deliverable to their situation from section 1.

For each major component:
- What it is (briefly)
- What it does for them (the outcome or purpose)
- Any key decisions or options they need to know about

Avoid: laundry lists of features and deliverables without connecting them to the client's goals.

3. Process and timeline Remove the unknown. Walk them through what happens after they say yes.

Phase 1 — [Name] ([timeframe]): [What happens, what they can expect, what you need from them]
Phase 2 — [Name] ([timeframe]): [Same]
...
Total timeline: [X weeks/months from kickoff]

4. Investment State the price clearly. Don't make them hunt for it.

[Project name]: $[amount]
[What's included — bullet list of deliverables]
[Payment terms: e.g., 50% upfront, 50% on delivery]
[What's not included — scope boundaries that matter]

If there are options or tiers, present them clearly:

Option A — [Name]: $[amount] — [what's included]
Option B — [Name]: $[amount] — [what's included]

Maximum 2–3 options. More than that creates decision paralysis.

5. Next steps Tell them exactly what to do to say yes. One clear action.

"To move forward: [sign the agreement / reply to this email / book a kickoff call].
I'll [what happens immediately after].
This proposal is valid until [date]."

A validity date creates gentle urgency and protects your availability.

6. About [you/your business] (optional, brief) A short paragraph only if they don't already know you well. 3–5 sentences. Focus on what's relevant to this project — not a full biography.

Proposal Principles

• Write for skimmers. Prospects read proposals quickly. Use headers, short paragraphs, and bold key information.
• Be specific about scope. Ambiguity creates scope creep. State what's included and what's not.
• One option is fine. You don't always need to offer tiers. "Here's what I recommend and why" is often more confident and converts better than three options.
• Match the proposal length to the project size. A $500 project doesn't need a 12-page proposal. A $20,000 project probably does.
• Send it fast. A proposal sent within 24 hours of a conversation converts at a higher rate than one sent 5 days later.

---

Follow-Up Communications

After Sending a Proposal (No Response)

Proposals go quiet for many reasons — busy schedule, internal decision process, lost in inbox. A follow-up is not pushy. Not following up is leaving money on the table.

Follow-up sequence:

| # | Timing | Tone | Purpose | |---|---|---|---| | 1 | 3–5 days after sending | Helpful | Check in, offer to answer questions | | 2 | 7–10 days after first follow-up | Direct | Make it easy to say yes or no | | 3 | 2–3 weeks later | Light / closing | Final check-in before moving on |

Follow-up 1 — Helpful:

Subject: Re: [Project name] — any questions?

Hi [Name],

Just checking in on the proposal I sent over on [date]. Happy to answer any questions or walk through anything in more detail.

[Your name]

Short. Not needy. Just a door open.

Follow-up 2 — Direct:

Subject: Re: [Project name]

Hi [Name],

I wanted to follow up one more time on the proposal. If now isn't the right time or if it's not the right fit, that's completely fine — just let me know and I'll stop following up.

If you're still interested and have questions, I'm happy to jump on a quick call.

[Your name]

Giving them permission to say no often gets a response. Prospects who've gone quiet are often embarrassed about the silence — making it easy to be honest moves things forward.

Follow-up 3 — Closing the loop:

Subject: Re: [Project name]

Hi [Name],

I'll assume the timing isn't right at the moment, and I'll stop following up. If your situation changes, feel free to reach out anytime — I'd be glad to revisit.

Best,
[Your name]

This often gets a reply. And it ends the silence professionally.

---

After a Meeting or Discovery Call

Send within 24 hours while the conversation is fresh.

Subject: Great talking — next steps

Hi [Name],

It was great talking with you today. [One sentence genuine reflection on the conversation.]

As discussed:
- [Key takeaway or decision]
- [Key takeaway or decision]

Next step: [What's happening next — you'll send a proposal by X date, they'll send over X, you'll meet again on X]

[Your name]

Keep it brief. The purpose is to confirm alignment and set the next step — not to recap the whole conversation.

---

Project Updates

Proactive updates prevent the dreaded "just checking in — any progress?" email. They build trust, signal professionalism, and keep the client feeling informed without requiring constant availability.

When to Send an Update

• At the start of a project (kickoff confirmation)
• At each milestone or phase completion
• If something is delayed or going differently than expected
• When you need something from the client
• At project completion

Kickoff Confirmation

Send immediately after a project starts.

Subject: [Project name] — we're underway

Hi [Name],

We're officially kicked off. Here's a quick summary of what to expect:

Timeline: [Key dates — start, milestones, expected completion]
Next step from me: [What you're doing first and when they'll hear from you]
What I need from you: [If anything — assets, access, approvals]

[Your name]

This removes first-project anxiety. Clients who feel informed stay calm.

Milestone Update

Subject: [Project name] — [Milestone] complete

Hi [Name],

[Milestone] is done. Here's where things stand:

Completed: [What's done]
Up next: [What's happening in the next phase, and when]
[If approval needed:] Your input needed: [Exactly what you need from them and by when]

[Your name]

One paragraph. Keep it short — clients don't want to read long updates, they want to feel confident things are moving.

Delay or Issue Communication

Don't wait until the deadline passes to flag a problem. Early communication about delays is professional; silence followed by a miss is damaging.

Subject: Update on [Project name]

Hi [Name],

I wanted to give you a heads up: [deliverable / milestone] is going to take [X additional days] longer than originally planned. [One sentence honest reason — no excuses, just facts.]

Revised timeline: [New date]
What this means for the rest of the project: [Any downstream impact]
[If anything is needed from them:] To keep things on track, I need [X] from you by [date].

I apologize for the delay and I'm committed to delivering [quality / outcome] by [new date].

[Your name]

Own it, explain it briefly, give a new commitment. Don't over-explain or over-apologize.

---

Project Completion and Handoff

The final communication of a project sets the tone for the relationship going forward — including whether they refer you, hire you again, or leave a review.

Completion Email

Subject: [Project name] — complete

Hi [Name],

[Project name] is wrapped up. [One sentence of genuine enthusiasm about the work.]

[Summary of what was delivered — brief, 3–5 bullets]

[Any final instructions: where to find files, what to do next, how to maintain something]

It's been great working with you on this. [Optional: one genuine line about what made the project enjoyable or notable.]

If anything comes up once you've had a chance to dig in, I'm happy to help.

[Your name]

Handoff Documentation (when relevant)

For projects with ongoing maintenance, technical components, or things the client needs to understand:

• Keep it in plain language — no jargon
• Tell them what they have, where it is, and what to do with it
• Flag anything they need to do immediately vs. eventually

---

Review Requests

Online reviews are one of the strongest trust signals for attracting new clients. Most happy clients don't leave reviews because no one asked them.

When to Ask

The best moment is immediately after a positive outcome — project completion, a great result, a spontaneous compliment, or a successful milestone. The feeling is freshest and the motivation to help is highest.

Never ask for a review:

• During a problem or while an issue is unresolved
• In the same email as an invoice
• Via a form or mass email — reviews work best when they feel personal

How to Ask

Personal, direct, low-friction:

Subject: Quick favor — would you mind leaving a review?

Hi [Name],

It's been great working with you on [project]. If you've been happy with how things went, I'd really appreciate if you could take 2 minutes to leave a Google review — it makes a big difference for a business like mine.

Here's the direct link: [Google review link]

No pressure at all — and thank you for trusting me with your [project].

[Your name]

What makes this work:

• Personal — not a mass send
• Specific about what you want (Google review, direct link)
• Acknowledges it's a favor and keeps it low-pressure
• Brief — the easier it looks, the more likely they do it

If They Don't Respond

Follow up once, a week later:

Hi [Name],

Just wanted to follow up on my last note about a Google review. If you have a spare 2 minutes, the link is here: [link]. Either way, it was a pleasure working with you.

[Your name]

---

Testimonial Collection

A testimonial is more specific and usable than a review — it can be placed on your website, in proposals, and in marketing materials.

What Makes a Useful Testimonial

A useful testimonial speaks to:

• The specific problem or situation before working together
• What was different about the experience or approach
• A specific result or outcome
• Who would benefit from working with you

Generic testimonials ("Great to work with! Highly recommend!") have low marketing value. Specific testimonials convert.

How to Get Specific Testimonials

Option 1: Guide them with questions

Ask 3–4 questions and use their answers to draft a testimonial for their approval:

Hi [Name],

I'm updating my website and would love to include a word from you. If you're willing, could you answer a couple of quick questions? I'll draft something short from your answers and send it to you to approve — so you won't need to write anything from scratch.

1. What was your main challenge or goal before we worked together?
2. What was the experience of working together like?
3. What specific result or outcome can you point to?
4. Who would you recommend this to?

Thanks so much — I'll take care of the rest.

[Your name]

Option 2: Draft it yourself and ask for approval

If you have a good sense of their experience, draft a testimonial and ask if it's accurate:

Hi [Name],

I'm refreshing my website and would love to include a word from you. I drafted something based on our work together — feel free to edit it however you'd like, or just let me know if it works as is:

"[Draft testimonial in their voice]"

Happy to adjust anything. And if you'd rather write something in your own words, that works too.

[Your name]

This approach has a much higher response rate than an open-ended ask — because you've done the work for them.

---

Re-engagement (Past Clients)

Past clients are the most overlooked source of new revenue. They already know you, trust you, and have experienced your work. Staying top of mind — even occasionally — leads to repeat work and referrals.

When to Re-engage

• A natural time gap since their last project (e.g., 6 months, 1 year)
• When you have something genuinely useful to share
• When you see something relevant to their business
• When you launch a new service they'd benefit from
• Before slow periods when you want to fill your calendar

How to Re-engage Without It Feeling Hollow

The key is a genuine reason to reach out — not "just checking in."

The useful touchpoint:

Subject: Thought of you

Hi [Name],

I came across [article / tool / resource / piece of work] that made me think of [something specific about their business or project]. Thought you might find it useful: [link or brie

…

## Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

- **Author:** [Davidhevesi](https://github.com/Davidhevesi)
- **Source:** [Davidhevesi/marketing-skills-repo](https://github.com/Davidhevesi/marketing-skills-repo)
- **License:** MIT

Install and usage instructions live in the source repository linked above.