Have you wondered, “How do I write so prospects think, ‘This person understands my problem?'” How do I build trust?
One of the fastest ways to lose a potential client is to sound generic. Prospects who are reading your blog posts, emails, LinkedIn articles, and newsletters are asking themselves one question:
“Does this person really understand what I’m dealing with? Do I trust them?” If the answer is no, they move on.
Consider the example of the man who contacted me this month via LinkedIn to ask me if I had ever considered starting a podcast. When I replied that I’d been hosting a podcast for 10 years, he quietly disappeared.
Did he take the time to look at my profile before he offered his services? Did his sales pitch build trust? Not really.
Many coaches, consultants, and speakers make the mistake of writing content that stays too broad, too polished, or too focused on themselves. They talk about their services, credentials, and methods without showing readers that they recognize the frustrations, fears, and obstacles those readers face every day.
Is your copy focusing too much on yourself? I once heard a speaker say, “Read your material with a pink marker and a yellow marker in your hand. Every time you use the words “I, me or mine”, highlight in yellow. Every time you use the words “you, yours and your” highlight in pink.
“Now look at your word usage and convert those yellow words to pink ones.” Your reader wants you to focus on their problems and needs.
The good news is that you do not need dramatic language or manipulative sales tactics to connect with prospects. You simply need to describe their experiences accurately and specifically.
When people feel you understand them, you build trust.
Why Generic Content Falls Flat
Consider these two examples.
Weak phrasing:
“Many business owners face challenges with productivity and communication.” That sentence is technically true. It is also forgettable.
Now compare it to this:
“Some business owners spend half the day answering emails, jumping between meetings, and reacting to problems, only to realize at 5 PM that they did not tackle any of their real priorities.”
That version paints a recognizable picture. Readers think: “That’s exactly what happens to me.”
Specificity creates connection and builds trust.
Your Reader Wants You to See Them
The strongest content reflects the reader’s lived experience. It shows that you understand:
- What frustrates them
- What confuses them
- What they worry about privately
- What they have already tried
- What they are tired of hearing
This does not require exaggeration. In fact, overly dramatic writing often damages credibility.
Avoid statements like:
“You are drowning in failure.”
“Your business is collapsing.”
“You’ll never succeed without this system.”
Most professionals tune out language like that because it sounds manipulative. Instead, describe realistic situations. For example, a leadership coach might write:
Weak phrasing:
“Leadership is difficult in today’s business environment.”
Effective phrasing:
“Many managers feel pressure to appear confident while privately wondering whether their team trusts their decisions.”
That second statement feels human and believable.
Listen Before You Write
The best client-focused writing usually starts before you open a document. Pay attention to the words prospects actually use.
Listen during:
- Discovery calls
- Networking conversations
- Webinar chats
- Client onboarding meetings
- Audience questions after presentations
- Social media comments
- Emails from prospects
People often hand you excellent content ideas without realizing it. For example, a consultant may repeatedly hear:
“I know I should be posting content, but I never know what to say.”
That exact sentence can become the foundation of a blog post because it reflects a real concern in the prospect’s own language.
Compare these two openings:
Weak:
“Content strategy is an important aspect of modern business visibility.”
Better:
“Many professionals stare at a blank LinkedIn post draft while wondering whether anything they say will sound interesting or worth reading.”
One sounds corporate. The other sounds like something you’ve gone through.
Focus on Situations, Not Buzzwords
A common writing mistake is relying on abstract business language. These words are not wrong:
- Growth
- Success
- Visibility
- Results
- Strategy
- Optimization
But they are overused and emotionally flat when unsupported by examples.
Instead of saying:
“I help speakers improve audience engagement.”
Try:
“As a meeting planner, have you had this experience? You are disappointed when the speaker finished, because the audience stayed quiet, asked few questions, and headed straight for the exits.”
That example creates a visual moment readers can recognize. Concrete situations are more persuasive than vague promises.
Avoid Making the Reader Feel Like You are Judging Them
Another trap is writing in a way that unintentionally criticizes the audience.
For example: “If you are not creating weekly content, you are falling behind.” That approach creates defensiveness.
A more effective version that builds trust might say: “Many professionals know consistent content matters, but finding time to write often gets pushed behind client work and daily responsibilities.”
That wording communicates understanding rather than blame. People are more likely to work with someone who sounds supportive instead of scolding.
Use “You” Carefully
Earlier, I mentioned increasing your use of the words “you, your, yours”. Be careful in how you use “you”, though. Direct language can be powerful, but too much of it can feel aggressive.
Instead of:
“You are making costly mistakes with your marketing.”
Try:
“Many business owners invest time into marketing without seeing the steady inquiries they expected.”
The second version feels less accusatory while still addressing the problem clearly.
A good rule is this: Describe the problem in a way that makes the reader nod, not feel attacked.
Show That You Understand Their Emotional Frustration
Most business problems are not purely practical. They reate emotional reactions. For example:
- Coaches may feel discouraged when workshops attract low attendance.
- Consultants may feel overlooked despite years of experience.
- Speakers may wonder why referrals slowed down.
- Service providers may feel frustrated after spending hours creating content that gets little response.
You do not need dramatic language to acknowledge those feelings. Simple statements work well:
“It can be discouraging to spend time writing articles that generate little engagement.”
Or:
“Many professionals begin questioning whether their message is clear when inquiries suddenly slow down.”
That kind of writing creates connection because it reflects authentic experiences.
Balance Empathy With Forward Movement
While understanding the reader’s problem matters, staying stuck in the pain does not help.
Strong content acknowledges the issue and then moves toward practical guidance.
For example:
“Many consultants struggle to explain their value without sounding overly promotional. One solution is to replace broad claims with short client examples that demonstrate outcomes in real situations.”
That approach keeps the article constructive and useful.
The Goal Is Recognition
The strongest reaction your writing can create is not amazement. It is recognition.
You want prospects to think:
- “That sounds familiar.”
- “I’ve experienced that.”
- “This person gets it.”
- “Finally, someone explained this clearly.”
When readers feel like you understand them, they become more open to hearing your ideas, learning from your expertise, and eventually hiring you.
Clear, thoughtful writing builds trust long before a sales conversation ever begins.
As a writer and editor who has worked with many clients, I know that anyone can improve their writing. In Why Become a Better Writer Today? How Writing Skills Help You Thrive, I describe what it takes to become a competent writer.
- Passion for your subject,
- The ability and willingness to do research
- The commitment to get the writing done
- The willingness to learn grammatical skills
- Patience with yourself and the process of writing
Order this book here.
Pat Iyer MSN RN LNCC is a consultant, speaker, author, editor and coach. She has written or edited 73 of her own books and worked with dozens of authors as an editor. Her most recent books are AI-Powered Video for LNCs book and workbook. These books reached Amazon #1 Bestseller status a few days after their release.
Pat is an Amazon international #1 bestselling author. Coaches, consultants, and speakers hire Pat to help release the knowledge inside them so that they can attract their ideal clients.
She delights in assisting people to share their expertise by writing. Pat serves international and national experts as an editor, book coach, and a medical and business writer.