A small marketing agency once lost a promising account after sending what they thought was a harmless update email. In it, the project manager wrote, “Unfortunately, the report will be delayed by a week.” That single word—“unfortunately”—set the wrong tone. The client felt the team was distancing themselves from responsibility instead of offering solutions.

Why “Unfortunately” Hurts Trust

At first glance, “unfortunately” seems polite. But in client communications, it signals helplessness and creates distance. It makes the problem sound inevitable, as if nothing can be done, which frustrates clients who want accountability and solutions.

Shift From Excuses to Solutions

Clients don’t want to hear why something went wrong—they want to know how it will be fixed. Instead of saying, “Unfortunately, your delivery will be late,” try:

• “Your delivery will be ready by next Tuesday, and we’ve added a bonus resource to support you in the meantime.”
• “We’ve adjusted the timeline to ensure higher quality, and here’s what that means for you.”

These responses acknowledge the issue while focusing on solutions, not excuses.

Words That Inspire Confidence

Replacing “unfortunately” with confident, client-centered language makes a big difference. Words like “here’s how,” “what we can do,” and “to make this right” show ownership and initiative. Clients will remember how you turned a setback into a proactive moment.

Build a Stronger Communication Style

Great communication is less about polished phrases and more about clarity and empathy. By removing words that weaken your message, you present yourself as reliable and confident. Over time, this builds stronger relationships and positions you as a trusted partner.

Essential Insights

One word can change how clients perceive your professionalism and reliability. Dropping “unfortunately” from your communication and replacing it with solution-focused language helps you inspire confidence, even when delivering tough news.