Speak Your Ideal Client’s Language & Win More Work

This month we're focusing on writing for your business instead of as your business. One of the most important parts of writing for your business is dialing in your messaging—the language, tone, and topics your ideal client is most likely to respond to in a positive way.

Have you ever noticed how your friend who works in tech speaks a completely different language than your cousin who runs a small bakery? That's exactly what we need to focus on when it comes to landing freelance clients.

Why One Size Fits None

Most freelancers are shooting themselves in the foot by using the same pitch for every potential client. I learned this lesson the hard way (and I bet you have too). We craft what we think is the perfect message about our services, then blast it out to everyone from startup founders to corporate executives, wondering why our conversion rates look like a deflated balloon.

Speaking Their Language

Your amazing portfolio, years of experience, and impressive skill set? They matter way less than you think. What really counts is how well you can translate all that awesomeness into something your dream client actually cares about.

Let's break this idea of tailoring your message down into bite-sized pieces that you can actually use:

Research Like a Detective

Before you write that first word, dig into your potential client's world. What keeps them up at night? What makes them high-five their team? (Do people still do that?) What language do they use in their own communications?

For example, a tech startup might be all about "scalable solutions" and "user engagement," while a local restaurant owner cares more about "bringing in more customers" and "keeping tables full."

Mirror that Messaging Back at Them

Once you know their language, reflect it back. But here's the key: do it authentically. If you're pitching to a corporate client who talks about "ROI" and "KPIs," use those terms (if you genuinely understand them). If you're reaching out to a small business owner, talk about "growing their business" and "bringing in more customers."

The Problem-Solution Dance

One place I see freelancers stumble is when they lead with solutions before understanding the client's problem. Instead, show that you understand their specific challenges first, then present your solutions as the perfect fit for their unique situation.

What This Looks Like in Practice

Let's look at how the same content writing service can be pitched to three different clients. Notice how the core offering stays the same, but the language, focus, and benefits shift to match each client's world.

For a Local Coffee Shop:

"I help local coffee shops like yours share their unique story and build a loyal community through engaging website content and social media posts. While you're crafting the perfect espresso, I'll craft the words that bring more coffee lovers through your door. My content highlights your shop's personality, showcases your specialty drinks, and helps locals discover their new favorite coffee spot. Recent clients have seen a noticible increase in first-time customers mentioning their website or social media posts.

For a SaaS Startup:

"I create user-focused content that drives product adoption and reduces customer support load. By translating complex features into clear, engaging content, I help users understand and get maximum value from your solution. My work typically includes product documentation, help center articles, and educational blog posts that boost user engagement and reduce churn. One recent tech client saw their support tickets drop by 30% after implementing my clear, user-friendly documentation."

For a Corporate Finance Client:

"I develop authoritative financial content that positions your firm as a thought leader while ensuring compliance with industry regulations. My background in financial services means I understand both SEC guidelines and your audience's needs. I create white papers, market analysis pieces, and client communications that demonstrate expertise while maintaining the professional tone your stakeholders expect. Recent projects have generated qualified leads and been cited in industry publications, expanding brand visibility among key decision-makers."

See the difference? Each pitch:

• Uses language familiar to that specific industry
• Addresses the unique challenges each client faces
• Highlights benefits that matter most to that particular business
• Includes relevant results and metrics for their context
• Maintains the same core service while shifting the focus to match the client's priorities

The key is that we're not just changing a few words. We're showing each client that we understand their world and can deliver value in terms that matter to them.

How to Master Client Messaging

Do:

• Study their website, social media, and communication style
• Use examples relevant to their industry
• Focus on their specific pain points
• Speak to their level of technical understanding

Don't:

• Use industry jargon they won't understand
• Copy and paste generic pitches
• Focus solely on your achievements
• Assume they know your industry terms

Making It Happen: Your Action Plan

1. Create client personas for your top three ideal client types
2. Develop a "language bank" for each industry you serve
3. Build templates that can be easily customized (but never sent as-is)
4. Test different approaches and track what works

The Bottom Line

Remember: Your potential clients don't care about the fancy terms you know or the cool techniques you use. They care about how you can solve their problems and make their lives easier. Speak to that, in their language, and watch your conversion rates soar.

Success in freelancing isn't just about being good at what you do—it's about being good at showing clients why what you do matters to them.