You sent out that email, what was it now? Almost two weeks ago? And so far… you've gotten crickets. Which is so frustrating because the loop is very much open, and you're not sure if you should keep emailing them to follow up, or maybe give 'em some space?

At this point you're thinking maybe the client just wants to move on.

If this scenario hits, and brings back some unsavory memories, let me tell you, you're not alone.

I know you've heard of "red flag clients" and you might be starting to tag your client as one of these. But the truth is that most of the time, the client just doesn't understand your process or expectations.

And when this happens, micromanagement creeps in, lack of trust, and of course, ghosting.

There are a few different scenarios when this might happen throughout your project.

Below I'll be walking through the three most common, how it can affect you and your workload, and what you can do differently next time.

Scenario 1: The post-proposal ghost

This one happens before your lead even becomes a client, and it has "lack of trust" written all over it. Let's say you had an awesome discovery call, you laid out all the ways you can help, and you sent over a proposal for your services.

And then... nothing. Days turn into weeks, and you're left wondering whatever happened and why they decided not to move forward.

What's usually going on behind the scenes

The client might still be debating on whether this is the right fit for them or not. Maybe they know what you offer, but they're not sure that it's what they actually need. (The longer I'm in this game, the more I realize there's more than one way to skin a cat).

Decision fatigue is real, too. If you gave them too many package options or your pricing structure wasn't crystal clear, they might be stuck in analysis paralysis. Maybe the next steps weren't obvious, or they felt overwhelming.

And of course, they could have also just gotten hella busy.

Here's where it gets bad for business

When proposals go into a black hole, you're left in limbo. You can't plan your calendar or pipeline because you don't know if this project is happening or not. You waste mental energy wondering if you should follow up, and when, and what to say.

Worst of all, it trains you to undervalue your own process. You start second-guessing your pricing, your approach, maybe even your worth. And here's the thing: you miss the window to address objections that could've been solved with one conversation.

That potential client might have been a yes if you'd just had the chance to talk it through.

Here's what actually works:

Include a "What happens next" section that's clear and low-pressure. Walk them through exactly what booking looks like, when you'd start, and what they need to do to move forward.
Build a decision deadline into your proposals with context for why timing matters. Something like: "This proposal is valid through [date] so I can hold space in my calendar for your project. After that, I'll need to release that spot to other inquiries."
Follow up with empathy and an easy out to close the loop: "I know decisions take time, where are you in the process? If now's not the right time, I totally understand. I'm happy to reconnect down the road."

And an even better choice for high ticket services? Create a proposal review call instead of just sending a PDF. A quick 15-minute Zoom call to walk them through it and answer questions in real time can make all the difference.

And if they're just not ready, give them permission to say no and come back later. It takes the pressure off and keeps the door open for future work. Much better than just leaving it up in the air indefinitely and creating an awkward cloud.

Scenario 2: The feedback black hole

You delivered the first round of concepts or copy or a deliverable you're working on, and now you're waiting for them. You asked for feedback by a certain date, but that date came and went. You send a friendly check-in. Still nothing. Now you're stuck because you can't move forward without their input, but you also don't want to be annoying.

What's usually going on behind the scenes

Let's be real for a second here, you've probably done this too at some point. Life is busy, inboxes are chaotic, and sometimes you meant to follow up later in the day, but got pulled in a million other directions.

This could be what's happening with your clients too. They're overwhelmed and your email got buried. They might think that sharing feedback is something that they need to do once they can sit down and focus for a while.

In actuality it might be something that just takes them 15-30 minutes to review.

They might also not know exactly how to give feedback, especially if they're new to working with creatives. They're staring at your work thinking, "I don't love it, but I can't explain why," and they might be avoiding the conversation because they don't want to hurt your feelings.

Or they're second-guessing themselves. They don't trust their own instincts, so they're waiting to feel more certain before responding.

Here's where it gets bad for business

Projects stall and lose momentum, timelines get extended, and your capacity gets clogged. You can't move forward, but you also can't move on. You end up holding space for this client while other opportunities pass you by.

And the longer the silence, the more awkward the reconnection becomes. You start to resent the project and maybe even the client. And your revenue gets delayed, which impacts cash flow and makes it harder to plan for profit.

Try this instead:

Set a feedback window in your process and communicate it clearly: "I'll need your thoughts by [date] so we can stay on track and hit your launch deadline."
Make feedback easier by asking specific questions instead of "What do you think?" Try: "Does this align with your brand vision? Is there anything that feels off? Which direction resonates most?"
Send a friendly nudge and offer alternative ways to give feedback: "I'm holding space on my calendar for your project this week. Let me know if you need more time to review, or if you'd like to hop on a quick call to talk through your thoughts."

And here's a pro move: build in a "no response = project hold" clause into your contract with clear communication upfront.

Let them know that if you don't hear back by the deadline, you'll put their project on pause and they'll get rescheduled once they circle back. This protects your timeline and gives them a gentle nudge to respond.

Scenario 3: The end-of-project fade-out

You're this close to wrapping up. You've delivered the final files, sent over the wrap-up email, and now you just need them to approve everything so you can send the final invoice and call it done. But instead of a quick "I love it all, thank you so much!", you get... nothing. And the project just kind of fizzles out without closure.

What's probably happening behind the scenes

Honestly it could be so many reasons:

They're distracted by the next thing on their plate
Since the exciting part is over, they've mentally moved on
They don't realize there are still steps that need their approval or action
Or they're conflict-avoidant and don't want to ask for final tweaks

Maybe they're mostly happy with everything but there's one tiny thing bothering them, and they don't know if it's "allowed" to bring it up now. (This one happens a lot by the way.)

And sometimes? They just didn't budget for the final payment and are avoiding the conversation.

Here's where it gets bad for business

You can't officially close the project or send a final invoice, which means your revenue is delayed and your books are messy.
Scope creep sneaks in because there's no clear ending. Without a defined finish line, clients feel like they can keep coming back with "just one more thing."
You lose the opportunity for a testimonial or referral while the experience is still fresh. (The longer you wait, the less likely they are to remember the details or feel excited about sharing.)

And honestly? It leaves a "blah" ending to what could've been a great experience. You both deserve better than that.

What you can do differently next time:

Create a structured project close-out process. This could be a checklist that the client has access to, a final call, or a wrap-up email that clearly outlines what's left to complete the project.
Celebrate the finish line: "We're almost there! Here's what's left before we can pop the champagne..."
Send final deliverables with clear instructions and a defined end date: "Please review by [date]. If I don't hear from you, I'll consider everything approved and send the final invoice on [date]."
Request testimonials before the final invoice when goodwill is highest. People are way more likely to write you a glowing review when they're excited about the work, not when they're looking at a bill.

Make the last interaction feel complete and intentional, because the end of the project is just as important as the beginning and it's often the most overlooked part of the client experience.

What to do when a client goes quiet

Here's what I want you to remember: Client ghosting isn't about bad clients or red flags (most of the time, anyway). It's about unclear processes, missing communication, and gaps in your systems.

The good news is that small shifts in how you communicate and structure your projects can eliminate most ghosting scenarios. You have more control over this than you think, I pinky promise.

And if you're currently in the middle of any of these challenges, you can grab my 10 Email Scripts for Sticky Client Situations. These scripts cover everything from following up on proposals to dealing with missing payments (and a whole lot more).

They're written in a warm, professional tone that gets results without sounding pushy or coming across desperate. Copy, paste, and send—just fill in the blanks and hit send.

Because you deserve clients who show up and projects that move forward with ease. And sometimes, all it takes is knowing exactly what to say.

P.S. If you have your own ghosting story or a sticky client situation you're navigating right now, slide into my DMs and tell me all about it. I read every message, and I'd love to help you figure out what to do next.