The first key is to actually *talk* to the client (rather than rely on email only) and start by asking these three questions:

1. What sites have a tone and feel that you enjoy (to get an idea of client preference.)

2. Who is your exact target audience (a more formal tone is a must for some audiences…but some audiences appreciate – and will convert better – with a more casual feel.

3. What are your prospects’ main concerns (this will give you an idea of how to approach the content.

In most cases, getting the client talking – and getting a feel for their individual and “corporate” personality – is all it takes to get the ball rolling.

It’s also a good idea to research your client’s competitors and see how they’re writing their copy. You may find an opportunity through your research that you can bounce off your client.

Hope this helps. Thanks for your question!