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Working with different clients is like being the guest at many dinner parties and having a different vibe for every host. This one serves up five courses with soft, background classical music playing, while this one does tacos, margaritas, and has a live DJ spinning some tracks. And the secret to being that magical guest everybody wants around? Understanding when to adjust the tone and style to the room.
Be it premium skincare or state-of-the-art gadgets, the words should feel like they belong. Now, let’s break down how to adapt without losing your authentic voice.
Understand the Product―And the People
Do your homework. Who’s your client’s audience, and what do they care about? The writing you’d do for a sustainable clothing brand catering to Gen Z eco-warriors is worlds apart from what you’d use for a premium tactical equipment company. For instance, if the client wants to advertise something as niche as an MSA Sordin neckband conversion, you have to find that sweet spot between technical accuracy and user-friendliness. Nobody wants to read copy that sounds like a manual, unless they’re buying from a brand that survives on no-nonsense expertise.
Listen More – Assume Less
It’s tempting to think from a brief exactly what they want, but assumptions lead you astray. Ask questions-loads of them. What kind of tone do they like? Which other brands do they want to be like? Are there any words or sets of phrases that are taboo? Some want warmth and humor; others, sleek professionalism. Asking these questions aligns your words with their brand, but more importantly, it shows them you care.
Shape Your Writing to the Form of a Chameleon
But one of the most underrated skills when it comes to writing for a variety of clients is learning to shape-shift. Maybe one client wants sentences so short they are just about bullet points; another might want flowery, poetic descriptions. To do this, you need to soak up the world of the brand. Read their previous output. Absorb the tone. Your words, when you write, should feel like they have always been part of their story.
Balance Creativity with Consistency
The tricky part is being original within a brand’s style. Every client wants copy that stands out, but no one wants you to go so far off their voice that they don’t recognize themselves. Find ways to sprinkle your own creativity without stealing the show. Think of yourself as a stylist dressing their ideas and reinventing their whole wardrobe.
Learn, Adapt, Repeat
Every client you work with teaches you something new: an industry you never thought you’d write for, or a style of communication that makes you really uncomfortable. Which, of course, is the best part you don’t have to be an expert in everything. You just need to be curious, flexible, and open to learning as you go.
Working with different clients is not about changing who you are as a writer; it is about extending your voice into theirs. When done correctly, it is incredibly rewarding and will not only be good for you but also for the people who will read it and feel that it was written just for them.
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