Written by Market My Market’s content team, with contributions from Lindsay Bennett, Tanner Mowery, Jordan Kimmel, and Kenzie Fox
One of the most exciting and challenging parts of writing for an agency is creating a style, tone, and voice for a new client. Not only is building a strong foundation with your client crucial for a fruitful and long-lasting partnership but also for hitting the ground running with content they can be proud to post on their websites. Join us as Market My Market’s team of creative and versatile writers delve into their approaches to writing for new clients and share their insights on how to craft a unique voice.
Lindsay Bennett, Content Writer
Writing for a new client goes far beyond researching their industry, credentials, and practice areas. Before setting my hands on the keyboard, I always comb through the client’s website and social media accounts to understand how they present themselves to their own clients. While every business has its own voice, many fall into similar archetypes. Some firms market themselves as wise guides who will handle your concerns while drawing on their extensive experience. Meanwhile, other clients portray themselves as friendly helpers who will work with you to achieve a shared goal. Keywords in their branding can help me determine their personality. For example, a client who describes themselves as meticulous, aggressive, and trustworthy has a different persona from one who chooses words like innovative, dependable, and personable.
Once I have taken note of the new client’s style keywords, I compare my findings with my notes on clients I have written for previously. Often, new clients may share archetypes or keywords with existing ones, giving me a solid point of reference. Because these archetypes are not rigid, it’s not uncommon for a new client’s style to combine elements from two or more of my existing clients. By using my work for current and previous clients as a jumping-off point, I am able to visualize the new client’s voice in my own style and make adjustments to fit their needs as our partnership develops.
Tanner Mowery, Content Writer
The hardest part of writing—in general, not even just for new clients—is finding the right voice. In the specific case of being tasked with writing for a new client, you are trying to locate their voice. In order to do this correctly, I begin with lots and lots of reading. Whether it’s their website or their social media posts, each client has a specific way they like to communicate their information and their services. As you read through monthly LinkedIn posts or whatever blogs they already have up on their website, a throughline will begin to form. Maybe they like to present themselves as a very serious, academic company. Maybe their approach is personal, small, and relatable.
Once you have a voice, the rest is easy (as easy as writing goes, I mean). The more academic the tone, the more academic the words. The more lackadaisical the voice, the more room you have for personalization and relatable quips. You could even try writing down specific words you see that they use a lot and try to incorporate that into your own pieces. As a writer for other people, putting yourself in their shoes and conveying their thoughts and opinions can take effort, but the more time you spend with their words, the easier it gets to make them yours.
Jordan Kimmel, Content Lead
Writing for an existing client is easy. Or, at the very least, it’s often more manageable and involves fewer mental hoops through which to jump. After all, at this point, the writer should already know the client’s persona, their background, and the ins and outs of what they do and don’t want out of their content.
However, writing for a new client is a whole different story. It presents an often more exciting—albeit trickier—challenge for the writer. Not only must they craft top-notch copy, but they also have to do their due diligence in researching the client and understanding the reader. Who is ultimately digesting this content? Why are they reading it in the first place? What might the client like and dislike about your future copy? Getting out in front of these questions is of the utmost importance when writing for a new client.
Back when I was writing full-time, the first step I would take when authoring for a new client was scouring their website, competitors, and industry. When doing so, I found the best approach was to avoid seeing the assigned blog topic altogether, as reading this may skew my perspective of the client. Once I had a full understanding of what the client did, why the blogs and pages exist on the site, and who the reader was, it was only at that point that I could wrap my head around the message I wanted to communicate.
Asking and understanding that “why?” question is of the highest priority. Without that understanding, I’d just be writing into the abyss. I’d be driving my car without a steering wheel. Devoid of direction, content is just black dots on a page. Fully grasping the status and emotions of the reader is the start of excellent copy, and it’s where I would suggest all writers begin when embarking on the writing of blogs and pages for a new client.
What These Three Approaches Have in Common
Each writer starts in a slightly different place, but their methods overlap in useful ways. Lindsay matches a new client’s branding keywords to voice archetypes she has seen before. Tanner reads the client’s site and social posts until a consistent throughline emerges. Jordan studies the client, its competitors, and its industry before looking at the assigned topic, so the topic does not skew his view of who the reader is.
Put together, those habits make a practical sequence for the first piece of content you write for any new client:
- Read the client’s website, blog, and social accounts before drafting anything.
- Write down the words the client uses to describe itself, such as meticulous, personable, or innovative, and note the persona they suggest.
- Compare that persona with clients you already write for to find a starting point, then adjust as you learn more.
- Research competitors and the wider industry so you know what the client’s readers have already seen.
- Answer who is reading the content and why before you settle on the message.
As Lindsay notes, a client’s voice keeps developing as the partnership does, so treat the first draft as the start of the process rather than the final word. Our team has written more about the stages that follow, including understanding your clients, keeping brand voice consistent across clients, and using client feedback to personalize content. A written style guide helps lock in what you learn.
Transform Your Website With Market My Market’s Content Team
In today’s competitive digital environment, having well-crafted and engaging content on your website is essential for your business’ success. Each of the writers above starts a new client relationship the same basic way: reading what the client has already published, learning who the reader is, and settling on a voice before drafting. Our marketing services page outlines the content and SEO work we offer.
We build solid relationships with our clients and want to fully understand what makes each organization special. Get more familiar with our team and process by filling out our contact form and scheduling a consultation with one of our team members today.
Frequently Asked Questions About Writing for a New Client
How do you find a new client’s brand voice?
Start by reading what the client has already published, including its website, blog, and social media. Our writers look for the words a client uses to describe itself and for a consistent throughline in how it communicates, such as a formal, academic tone or a personal, relatable one.
What are brand voice archetypes?
Many businesses fall into recognizable personas, such as a wise guide who draws on deep experience or a friendly helper who works alongside the reader. Spotting which archetype a new client resembles, or which mix of archetypes, gives a writer a reference point from clients they have written for before.
Should you read the assigned topic before researching the client?
Jordan Kimmel’s approach was to research the client, its competitors, and its industry before looking at the assigned blog topic, so the topic would not skew his view of the client. Once he understood who the reader was and why they were reading, he could decide what the piece needed to say.
Why is writing for a new client harder than writing for an existing one?
With an existing client, a writer already knows the persona, background, and what the client does and does not want. A new client requires that groundwork first: researching the business, understanding the reader, and anticipating what the client will like or dislike about the copy.
How can a writer match a client’s tone in practice?
Tanner Mowery suggests writing down specific words a client uses often and working them into your own drafts. The more academic the client’s tone, the more academic the word choice, and the more casual the voice, the more room there is for personal touches.