You can write the clearest email in the world and still get a confused reply back. That's because, in business, true communication isn't what you say, it's the response you get. This idea can completely change how you handle clients, your team, and even your website.
Why this matters more than you think
Think about the last time a client asked something that was already answered on your website or in your contract. Instead of getting frustrated, it's worth asking: was that information genuinely easy to find and understand, or was it buried in paragraph five of a dense page? Their confused question is feedback about your communication, not about their intelligence.
Communicating clearly with clients
Before the event, your booking confirmation and pre-event messages should spell out exactly what will happen: when you'll arrive, what you need from the venue, what's included, and what the client needs to prepare. Assume they're busy and skim-reading; short paragraphs and bullet points help a lot.
During the event, your attendant should be proactive, not passive. They should introduce themselves to the organiser, confirm timings, and check in during the night rather than waiting for the client to come to them with questions or worries.
After the event, your follow-up email should be warm and clear: here's your gallery link, here's how to share it, we'd love your feedback so here's the link, and if you'd like to refer us, here's the easiest way to do it. Every message should make the next step obvious.
Communicating with your team
If a team member sets up the booth incorrectly or handles a guest interaction badly, it's tempting to blame them. But first, ask yourself: did I brief them clearly? Did they get written instructions, or just a quick verbal rundown in the van? Good practice is to give written briefings for each event covering times, venue, client preferences, and dress code, and to ask them to repeat back key points so you know they've understood.
Key takeaways
- Review your enquiry and booking emails, and check that they're clear, friendly, and easy to act on.
- Create a standard pre-event briefing document for clients and for team members.
- When something goes wrong, ask was my communication clear enough before blaming the other person.
- Ask someone unfamiliar with your business to read your website and tell you what's confusing.
- Remember: the response you get is always feedback on the communication you gave.