Blogged by a Pro

A few days ago I received a notice from my homeowners association. The notice was very formal and quickly got to the point; the board had scheduled an emergency meeting for the following Monday, at which time they would raise association dues by 7.5 percent. Period.

An explanation wasn't given for the increase, nor did the notice suggest that the matter would be open for debate. It was a declaration, and readers were meant to simply accept the news and go on about their lives.

Unfortunately the association is making the same mistake I sometimes see my clients make. When writing a letter that bears bad news business people often become insensitive in their writing. Knowing that the news will not be welcome, they hide behind cold bureaucratic language in the hopes of discouraging interaction.

While it may make you feel safer from the possible backlash, it also helps to alienate your clients. In today's business climate every customer counts, and if you have bad news to share it's important to position yourself as an ally, rather than a foe. Here are some tips I share with clients when they need to share news they think their clients might not appreciate:

1. Bring positive news into the fold via solutions. Negativity only leads to negative results, so it's important to layer the bad news with something good. Regardless if you're letting your clients know that their pet idea simply won't work, or that their project will cost more than was projected, you need to have a solution to offer. It likely never will be ideal, but having options lessens the blow and shows your clients that you're more than just the messenger - you're on their team.
2. One thing the association letter did right was in how direct it was. When sharing bad news many professionals have a tendency to talk too much because of the fear and anxiety over a client's reaction. Don't over-explain, it'll just confuse the client or, worse yet, bring out other facts you don't want them to know about. Keep it simple and direct.
3. Be more than just sympathetic, be empathetic. To truly sympathize with your client you have to understand why and how your news will affect him. Show in your writing that you understand how important it was that the client's order not be delayed, or that a price increase jeopardizes the entire project, but do it with sincerity.  People are naturals at spotting insincerities, and you don't want the client thinking you could care less about their problems, or that client might take her business elsewhere.
4. Don't blame the client! When the client first reads your letter there's bound to be a lot of emotion welling up in him. If you start getting into why this is a direct result of his actions or mistake you'll only fuel the fire. Give your clients time to calm down. They'll call you if they want to talk about it, but chances are they'll do so after they've had time to think it through a little. When they do, that's when you can gently bring up their role in the bad news.

Anyone who has to deal with clients knows the tight balancing acts involved in successfully negotiating one's way through the emotions and eccentricities of each client. Use these writing tips to help you in breaking the news, and potentially keeping a client. And, if you're not sure if you're on the right track, send it to a trusted editing professional who can help you navigate that dangerous minefield with carefully crafted language that's sure to work.

~Marek Biernacinski is President and CEO of Edited by a Pro.