Three Steps to Great Client Communication

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Creative Minds Communication sets out the key steps companies should take to ensure that hot topics are not overlooked and common traps of 'over-promising' and complicating the message are avoided when it comes to communicating with clients.

Companies still have some way to go in terms of expressing issues of trust, ethics and corporate responsibility to their clients, says UK-based Creative Minds Communication. According to co-founders Deborah Benn and Hannah Beecham, companies continue to focus on standard communication initiatives and overlook the topics that clients now think are equally, if not more, important.

“Many companies are comfortable with tried and trusted ways of communicating their services and products to clients, but customers are becoming much more savvy when it comes to customer literature that ‘over promises’ or complicates the message. Customers now also want a sense of how they can trust a company and what benefit, for example, the company brings to the wider community. As product differentiation becomes more difficult, trust, ethics and a company's social responsibility record are the new differentiators that companies are being judged on,” notes Benn.

To avoid falling into some common traps, Creative Minds Communication suggests three key steps companies should take when it comes to communicating with clients:

1. What makes you tick? When communicating with clients, companies often focus on a topic or subject first, when in actual fact this should be secondary. First, take a long hard look at what you believe makes your company stand out. Whether it’s good service, technical ability or your social responsibility record, then this needs to be reflected in whatever topic or issue you communicate to your clients.

2. Add some passion. We haven’t yet met a company that is not passionate about its products or services, but have met very few who can reflect that passion in their client communications strategy. Telling stories or using filmed case studies are just some of the ways to ensure you don’t get bogged down in a topic, compliance or technical explanations.

3. Tell it like it is. Avoid using phrases and over-hyped claims that will send your literature heading for the nearest bin. Clients want authentic information that sets you apart from the megabytes of information they receive daily in their inbox or letterboxes.

Creative Minds Communication specialises in providing a personalised and independent approach to communicating with clients through client literature, newsletters, client magazines, website content and films. As founders of, a personal finance site for the internationally mobile, we have expertise in de-cluttering complex issues and getting to the heart of the topic, whether communicating with clients directly or more widely through the media.

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Deborah Benn

Hannah Beecham
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