{"id":645831,"date":"2024-12-02T16:00:00","date_gmt":"2024-12-02T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/8-tips-to-craft-clear-and-impactful-client-communication\/"},"modified":"2024-12-02T16:00:00","modified_gmt":"2024-12-02T13:00:00","slug":"8-tips-to-craft-clear-and-impactful-client-communication","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/","title":{"rendered":"#8 tips to craft clear and impactful client communication"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a272471eae66\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a272471eae66\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Enhance_client_engagement_with_these_actionable_tips_for_writing_and_designing_effective_agency_reports_and_decks\" >Enhance client engagement with these actionable tips for writing and designing effective agency reports and decks.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#1_Build_the_story_and_structure\" >1. Build the story and structure<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Draft_in_a_Word_document\" >Draft in a Word document<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Collaborate\" >Collaborate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Refine_your_narrative\" >Refine your narrative<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Group_information_for_clarity\" >Group information for clarity<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#2_Choose_the_right_template\" >2. Choose the right template<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Template_choices\" >Template choices<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Visual_clarity\" >Visual clarity<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#3_Focus_each_slide_on_one_core_idea\" >3. Focus each slide on one core idea<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#One_idea_per_slide\" >One idea per slide<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Titles_should_include_a_punchline\" >Titles should include a punchline<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Use_full_sentences\" >Use full sentences<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#4_Use_a_strong_sequence_to_tell_a_story\" >4. Use a strong sequence to tell a story<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Lead_with_impact\" >Lead with impact<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Logical_flow\" >Logical flow<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Visual_storytelling\" >Visual storytelling<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#5_Be_concise_and_precise\" >5. Be concise and precise<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Readers_dont_know_what_you_know\" >Readers don\u2019t know what you know<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Cut_the_fluff_and_jargon\" >Cut the fluff and jargon<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Edit_ruthlessly\" >Edit ruthlessly<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Avoid_redundancy\" >Avoid redundancy<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#6_Build_confidence_with_clear_recommendations\" >6. Build confidence with clear recommendations<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#State_it_directly\" >State it directly<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Propose_tests_if_needed\" >Propose tests if needed<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#7_Keep_language_simple_to_allow_your_ideas_and_results_to_shine_through\" >7. Keep language simple to allow your ideas and results to shine through<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Simplify_language\" >Simplify language<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Use_active_voice\" >Use active voice<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#8_Executive_summaries_should_tell_a_story\" >8. Executive summaries should tell a story<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Meaningful_insights\" >Meaningful insights<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Hard-hitting_statements\" >Hard-hitting statements<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Keep_them_reading\" >Keep them reading<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/buradabiliyorum.com\/en\/8-tips-to-craft-clear-and-impactful-client-communication\/#Creating_client_presentations_that_engage\" >Creating client presentations that engage<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Enhance_client_engagement_with_these_actionable_tips_for_writing_and_designing_effective_agency_reports_and_decks\"><\/span>Enhance client engagement with these actionable tips for writing and designing effective agency reports and decks.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>In agency life or consulting, writing is more than just words on a page. It\u2019s about telling a story that helps people understand and take action.<\/p>\n<p>Whether you\u2019re creating a client presentation or a monthly update, clarity, precision and thoughtful design make all the difference.<\/p>\n<p>Here\u2019s how to create content that stands out and lets the quality of your work, insights, and recommendations shine through.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-1-build-the-story-and-structure\"><span class=\"ez-toc-section\" id=\"1_Build_the_story_and_structure\"><\/span>1. Build the story and structure<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The foundation of any great deck or document is a solid outline.<\/p>\n<p>Think of creating a pyramid, much like you would think of setting up a great website hierarchy.<\/p>\n<p>Your main punchline is supported by a few <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">theme<\/a>s, each of which are supported by a few additional themes or data points.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-draft-in-a-word-document\"><span class=\"ez-toc-section\" id=\"Draft_in_a_Word_document\"><\/span>Draft in a Word document<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Before building slides, map out your story in a Google or Word doc. Use bullets to outline your ideas and structure.<\/p>\n<p>It\u2019s faster to move items around when they are in bullet form. This helps ensure a good flow for your presentation before you start making slides.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-collaborate\"><span class=\"ez-toc-section\" id=\"Collaborate\"><\/span>Collaborate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Share your outline with a peer or manager for feedback. Even seasoned professionals, like CEOs, use this process when preparing high-stakes presentations.\u00a0<\/p>\n<p>You don\u2019t want to waste time making slides that you will throw away, so now is a good time to get feedback. This will help you find what is missing or not needed.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-refine-your-narrative\"><span class=\"ez-toc-section\" id=\"Refine_your_narrative\"><\/span>Refine your narrative<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Once the storyline feels strong, move to slides to visualize your points.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-group-information-for-clarity\"><span class=\"ez-toc-section\" id=\"Group_information_for_clarity\"><\/span>Group information for clarity<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li><strong>Priority order: <\/strong>Lead with the most critical or substantial points.<\/li>\n<li><strong>Time order: <\/strong>Chronological sequencing.<\/li>\n<li><strong>Class order:<\/strong> Similar types (for example, in SEO \u2013 grouping by on-page, off-page, technical).<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to keep your SEO clients engaged: 8 communication touchpoints<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-2-choose-the-right-template\"><span class=\"ez-toc-section\" id=\"2_Choose_the_right_template\"><\/span>2. Choose the right template<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The design and layout of your slides can matter as much as the content.\u00a0<\/p>\n<p>Many marketers are visual. So, presenting information clearly is key to ensuring your information and ideas are understood.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-template-choices\"><span class=\"ez-toc-section\" id=\"Template_choices\"><\/span>Template choices<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Use a template that aligns with your message. Minimalistic, clean designs often work best for agencies.\u00a0<\/p>\n<p>Your agency may already have a PowerPoint template or theme, but you may be able to choose which layout you get to use. Consider where you want the reader\u2019s eyes to go when they look at your content.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-visual-clarity\"><span class=\"ez-toc-section\" id=\"Visual_clarity\"><\/span>Visual clarity<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Choose layouts that best illustrate your points, such as charts, timelines or side-by-side comparisons.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-3-focus-each-slide-on-one-core-idea\"><span class=\"ez-toc-section\" id=\"3_Focus_each_slide_on_one_core_idea\"><\/span>3. Focus each slide on one core idea<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Don\u2019t overwhelm your audience by trying to communicate too much on one slide. Simplicity leads to understanding.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-one-idea-per-slide\"><span class=\"ez-toc-section\" id=\"One_idea_per_slide\"><\/span>One idea per slide<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Each slide should convey a single core concept. Things get confusing when you try to cover too much on one slide.<\/p>\n<p>If your slide has too much on it, people won\u2019t know where to focus their attention, and they may tune out when you are speaking.\u00a0<\/p>\n<p>Balance things appropriately when slides will only be emailed over vs. presented live.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-titles-should-include-a-punchline\"><span class=\"ez-toc-section\" id=\"Titles_should_include_a_punchline\"><\/span>Titles should include a punchline<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Titles should reflect the key takeaway, not just the topic. For example, instead of \u201cSEO Findings,\u201d use \u201cTechnical Fixes to Drive SEO Performance.\u201d\u00a0<\/p>\n<p>In addition to setting the stage for the slide, this also makes it much easier to present the information \u2013 especially when there is a big time gap between creating the deck and presenting it.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-use-full-sentences\"><span class=\"ez-toc-section\" id=\"Use_full_sentences\"><\/span>Use full sentences<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Write complete thoughts rather than fragments. Ensure your readers aren\u2019t left guessing what you mean to say.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-4-use-a-strong-sequence-to-tell-a-story\"><span class=\"ez-toc-section\" id=\"4_Use_a_strong_sequence_to_tell_a_story\"><\/span>4. Use a strong sequence to tell a story<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A well-built deck or report has a story that engages readers and ensures the quality of your work and ideas shine.<\/p>\n<p>Priority order applies not only to information on a slide but also to the deck or report itself.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-lead-with-impact\"><span class=\"ez-toc-section\" id=\"Lead_with_impact\"><\/span>Lead with impact<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Put the most important insights first. This ensures even if someone stops reading early, they have reviewed the critical points.<\/p>\n<p>This is most important for presentations that will be seen by busy executives or CMOs \u2013 they may just read the executive summary or a few pages and leave the details to their team.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-logical-flow\"><span class=\"ez-toc-section\" id=\"Logical_flow\"><\/span>Logical flow<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Organize slides and bullets in a clear, intuitive sequence. For example:<\/p>\n<ul class=\"wp-block-list\">\n<li>Start with actionable findings or recommendations.<\/li>\n<li>Place technical details later unless speaking to a specialized audience.\n<ul class=\"wp-block-list\">\n<li>For example, if you\u2019re presenting an SEO strategy to a broad group, you may want to lead with content related information since it\u2019s easier to grasp than weedy technical details. If you\u2019re presenting to developers, it\u2019s fine to lead with technical SEO information.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-visual-storytelling\"><span class=\"ez-toc-section\" id=\"Visual_storytelling\"><\/span>Visual storytelling<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Use graphics and annotations (like highlights, circles, bold or shading) to emphasize key points and draw the reader\u2019s attention to a specific spot on a slide.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-5-be-concise-and-precise\"><span class=\"ez-toc-section\" id=\"5_Be_concise_and_precise\"><\/span>5. Be concise and precise<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Respect your audience\u2019s time by keeping your content tight and impactful. Fewer words can let your ideas shine through.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-readers-don-t-know-what-you-know\"><span class=\"ez-toc-section\" id=\"Readers_dont_know_what_you_know\"><\/span>Readers don\u2019t know what you know<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Use storytelling to explain both data and its implications. For example:<\/p>\n<ul class=\"wp-block-list\">\n<li>Instead of writing, \u201c40% of your spend has a quality score of 7 or below.\u201d\u00a0<\/li>\n<li>Add the reason that they should care: \u201cImproving quality score can lower CPCs and boost CTRs.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-cut-the-fluff-and-jargon\"><span class=\"ez-toc-section\" id=\"Cut_the_fluff_and_jargon\"><\/span>Cut the fluff and jargon<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You can lose people because they are focused on understanding terminology or trying to understand what you really mean. For example:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Instead of<\/strong>: \u201cThe core theme is one from the Shopify theme store and we\u2019ve made some light customizations to it to reflect a similar look and feel to your website\u2019s existing theme.\u201d<\/li>\n<li><strong>Use<\/strong>: <em>\u201c<\/em>We\u2019ve made some light edits to provide a look and feel similar to your existing site.<em>\u201d<\/em><\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-edit-ruthlessly\"><span class=\"ez-toc-section\" id=\"Edit_ruthlessly\"><\/span>Edit ruthlessly<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Tools like Hemingway and Grammarly can help simplify and refine your writing.\u00a0<\/p>\n<p>Whenever an important deck is ready to go out, we do peer reviews. This helps us remove filler words and make the content clear.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-avoid-redundancy\"><span class=\"ez-toc-section\" id=\"Avoid_redundancy\"><\/span>Avoid redundancy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Say things once and say them well. This excludes references to things on summary slides like executive summaries or scorecards.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to build lasting relationships with SEO clients<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-6-build-confidence-with-clear-recommendations\"><span class=\"ez-toc-section\" id=\"6_Build_confidence_with_clear_recommendations\"><\/span>6. Build confidence with clear recommendations<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Your clients depend on your knowledge. Most of the time, you give them advice they can choose to follow or ignore<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-state-it-directly\"><span class=\"ez-toc-section\" id=\"State_it_directly\"><\/span>State it directly<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Avoid hedging with phrases like \u201cwe recommend.\u201d<\/p>\n<p>Say, \u201cImplement X to achieve Y.\u201d Unless it has already been completed, the client sees it as a recommendation.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-propose-tests-if-needed\"><span class=\"ez-toc-section\" id=\"Propose_tests_if_needed\"><\/span>Propose tests if needed<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you\u2019re unsure, suggest testing or phased implementation.<\/p>\n<p>This will come across better than using \u201cwe recommend\u201d everywhere and shows that you are trying to improve their programs and results!<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-7-keep-language-simple-to-allow-your-ideas-and-results-to-shine-through\"><span class=\"ez-toc-section\" id=\"7_Keep_language_simple_to_allow_your_ideas_and_results_to_shine_through\"><\/span>7. Keep language simple to allow your ideas and results to shine through<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When you use larger or more complex words, it\u2019s easy for the quality of your work to be lost.\u00a0<\/p>\n<p>Consultants from top companies are often taught to write at a 6th to 8th-grade reading level. This is true even when they create content for executives. Make your work accessible to everyone.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-simplify-language\"><span class=\"ez-toc-section\" id=\"Simplify_language\"><\/span>Simplify language<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Avoid \u201cbig words\u201d unless it\u2019s how you typically speak or write. My team knows that I\u2019m not a fan of the word \u201cutilize.\u201d<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-use-active-voice\"><span class=\"ez-toc-section\" id=\"Use_active_voice\"><\/span>Use active voice<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Keep sentences engaging and direct (e.g., \u201cWe identified opportunities\u201d instead of \u201cOpportunities were identified by us\u201d).<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-8-executive-summaries-should-tell-a-story\"><span class=\"ez-toc-section\" id=\"8_Executive_summaries_should_tell_a_story\"><\/span>8. Executive summaries should tell a story<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Your summary sets the tone for the rest of your document. <\/p>\n<p>However, creating the executive summary after everything else is done is usually easy.<\/p>\n<p>My trick: Go back through the deck or report and tag anything that seems really important. I then use that to create the executive summary.<\/p>\n<p>There may be too many great things to highlight, but you\u2019ll quickly realize which of the things you\u2019ve tagged are less exciting or important.\u00a0<\/p>\n<p>If you\u2019ve done a good job writing slide titles, those can also help you create an executive summary.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-meaningful-insights\"><span class=\"ez-toc-section\" id=\"Meaningful_insights\"><\/span>Meaningful insights<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>An executive summary should not be a table of contents. Instead, use it to summarize key findings, recommendations and impact.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-hard-hitting-statements\"><span class=\"ez-toc-section\" id=\"Hard-hitting_statements\"><\/span>Hard-hitting statements<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Use data or compelling facts to grab attention.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-keep-them-reading\"><span class=\"ez-toc-section\" id=\"Keep_them_reading\"><\/span>Keep them reading<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A great executive summary is like a catalog cover. Its goal is to keep the reader interested and looking through your materials.<\/p>\n<p>Ideally, you want them to feel that they\u2019ve got a great agency partner and are being well taken care of.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>12 tips for better SEO client meetings<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-creating-client-presentations-that-engage\"><span class=\"ez-toc-section\" id=\"Creating_client_presentations_that_engage\"><\/span>Creating client presentations that engage<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>From outlining your thoughts to building hard-hitting slides, effective client communication balances structure, clarity, and design.\u00a0<\/p>\n<p>Start with a strong foundation, refine your story, and let your visuals and language work together to engage and inform.\u00a0<\/p>\n<p>Whether you\u2019re building a weekly report or a quarterly business review (QBR), these principles will help you deliver impactful and memorable content.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Antonella Pisani\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/Antonella-Pisani.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/Antonella-Pisani.jpeg.webp\" alt=\"Antonella Pisani\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Antonella Pisani<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=antonella_tx&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/antonellapisani\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\tAntonella Pisani is CEO and founder at <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.eyefulmedia.com\/\">Eyeful Media<\/a>, where she leads a team of passionate &amp; talented marketers. Over the course of her career, she\u2019s held senior digital marketing &amp; eCommerce leadership positions with Fossil, JCPenney, Guitar Center, and Proflowers but began her career as a web designer in 1996. Antonella is based in Dallas, and her trusty sidekick, Riley (a rescue pup who also serves as the company\u2019s Chief Security Officer), is often sleeping by her desk. She\u2019s been to 37 countries and loves to <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/trip-and-travel\/\" data-internallinksmanager029f6b8e52c=\"10\" title=\"Trip &amp; Travel\" target=\"_blank\" rel=\"noopener\">travel<\/a> any chance she gets.\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/client-communication-tips-448736\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Enhance client engagement with these actionable tips for writing and designing effective agency reports and decks. In agency life or consulting, writing is more than just words on a page. It\u2019s about telling a story that helps people understand and take action. Whether you\u2019re creating a client presentation or a monthly update, clarity, precision and&#8230;<\/p>\n","protected":false},"author":1,"featured_media":645832,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/11\/How-to-craft-clear-and-impactful-client-communication-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[148094,107942,78070],"class_list":["post-645831","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-advance-your-career","tag-ppc","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/645831","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=645831"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/645831\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/645832"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=645831"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=645831"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=645831"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}