You and your colleagues have written a jillion emails. It’s such a basic, everyday task, that surely you’re proficient at it, right?
Maybe not.
Consultants mess up emails all the time and, as a result, dampen their odds of winning business and delighting clients.
Let’s chat about a few ways you and your team can make emails work harder for your consulting firm.
7 Email Rules That Win Your Consulting Firm More Business
Stay Right-Side Up
Right-Side Up Thinking is at the core of successful consulting. It’s the realization that consulting is about them—the clients—not you.
That principle holds true in emails too.
Even if you think your email is about you, it’s not. Consulting is always about the client.
We are enablers and helpers. We carry our clients over their obstacles or boost them up their ladder of achievements.
Write Right-Side Up emails by thinking about what the client’s purpose is for your email. You know what your purpose is, but what is theirs?
When your email is built around your client’s needs and wants, you’ll build trust and rapport.
Start with Them
How many of your emails start off with an “I” statement?
Consulting clients are more interested in themselves than you.
If you launch your emails with “you” statements, they’re more likely to read through your missive and stay engaged.
| “I” Opening | “You” Opening |
|---|---|
| I enjoyed meeting you… | You were delightful to meet… |
| I have some great news… | You’re going to love this news… |
| I hope you’re not buried in snow… | Have you escaped the snow? |
| I’ve enclosed a box of chocolates. | If you don’t eat all the chocolates, send some back! |
Write from Sunshine
If you’re frustrated, angry, fed up or stressed out, you’re likely to say things you’ll later regret.
Clients can sense your angry scowl in your writing.
Yes, responsiveness rules in consulting; however, when steam is whistling from your ears is not the time to whip out a fast reply to your client.
Especially if your consulting client is the one frustrating you or causing the stress!
Wait an hour (or a night) until your blood cools and you have a smile on your face.
Write to Rain
What if you’re brimming with sunshine but your client is madder than a hornet?
Since there’s no way to anticipate your client’s mood, assume they’re grumpy or worse.
Leave out anything that could be interpreted negatively (like sarcasm) and lean toward a friendly, conciliatory tone.
Get Shorty
Long emails look daunting and uninviting. Even long emails about cacao products.
If you have a lot to say—a proposal, for instance—attach a document.
Enlist Your 24/7 Editor
Train an AI to carefully review your emails for grammar, punctuation, tone and Right-Side Up approach.
Then, run every client email past your editor.
Pro tip: Name your editor, perhaps after your favorite chocolate so it has positive associations.
No matter how good you are, a second set of eyes can make your email more powerful, compelling and effective. And, fortunately, your AI editor is available 24/7.
Respect Their Style
Emails from your consulting clients tell you oodles about their preferred style.
Do they start with niceties or get right to the point? Are they casual or formal in their expression?
You don’t have to mimic their style—tight, well-written emails rarely go astray; however, follow your clients’ lead in terms of tone.
What other rules do you recommend for emails?
Text and images are © 2026 David A. Fields, all rights reserved.
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