For veterinary professionals, most writing is technical: filling out forms, updating charts, and sending explanatory emails. But in between, and sometimes the most important, are the handwritten sentiments tucked inside sympathy cards.

Crafting condolences that are both professional and heartfelt requires thought and care. Done well, these messages do more than offer sympathy—they connect with a client’s grief, showing that your care, compassion, and love for their pet extend beyond the clinic walls.

Here are seven simple tips for effective emotional writing.

 

1. Make it personal

Sympathetic messages don’t need to be poetic, but they must be personal. Small details such as the pet’s name, a memorable feature or trait, or a special memory show clients that their pet was known and they are valued. 

Even if you didn’t know the client or pet personally, using the pet’s name, correct gender, and a small detailt from the experience can create an authentic connection and make your sentiments ring true.

Examples: 

  • Established client and pet: “We’ll miss how Penny wagged her whole body when she saw you.”
  • New client and pet: “Even though we’d just met, the deep love between you and Barney was obvious.”

2. Keep it brief

While a well-filled card can be a great show of support, a few heartfelt and reassuring words can resonate more deeply and leave a lasting impression on the reader.

Create a short, focused message by centering your words on a single sentiment, such as support, empathy, or care. This helps your message come across as strong and sincere.

 

3. Be authentic

Forced phrasing can leave your words feeling empty and clients feeling like an afterthought. Instead, focus on writing how you feel—even if it seems simple or ordinary. As long as you write it in your natural voice and avoid false or flowery language, the reader will receive it as an honest expression of empathy.

 

4. Provide reassurance

After the loss of a pet, many pet parents question whether they should have done more and if euthanasia was the right decision. Messages of reassurance from a trusted veterinary professional can quiet these voices of doubt and help pet parents find peace. 

Examples: 

  • “You did everything you could for Benji, and you gave him a wonderful life.”
  • “While I know it’s incredibly difficult, your decision was one of love, and you protected Charlie from further pain.”

5. Focus on love and the pet-owner bond

While the circumstances surrounding a pet’s passing are never the same, there is one common thread that unites us all: the love between a pet and their person. Spend a moment or two thinking about their special connection, what it looked like, or what you noticed. If you didn’t know the client and pet, think about your connection to your own pets. Writing from this place of genuine love and relationship gives your words depth, honesty, and warmth.

 

6. Offer condolences, not clichés

These have no place in a sympathy card. Avoid reaching for potentially harmful phrases such as:

  • “They’re in a better place.”
  • “They’re waiting for you at the bridge.”
  • “Time heals.”
  • “Everything happens for a reason.”

 If you’re not sure what to write, mine the pet’s record for clues or inspiration. This may come from a communication note (e.g., “Mrs. Gerard thanks the staff for caring for Pete after he ate an entire package of bologna”) or a patient alert (e.g., Tex prefers technician Jim). These prompts can spark personalized messages, such as:

  • “We’ll never forget Pete’s legendary Battle of the Bologna in 2015.”
  • “While we all loved Tex, we know we couldn’t hold a candle to the bond he had with Jim.”

7. Keep a list of supportive phrases

At Rumpus Writing and Editing, we know a thing or two about writer’s block. When it strikes, having a go-to list of empathetic phrases can help the words flow more freely. 

Work with your team to build a library of appropriate, heartfelt sentiments. Use these as a starting point for more customized messaging (i.e., don’t just copy them into the card).

  • Examples: 
    • “May their memory bring you comfort” becomes, “May your many memories of Shadow help her live on in your heart.”
    • “Thinking of you in this time of loss” becomes, “You and your family are in our hearts and minds during this difficult time. We hope you feel our care and support.” 

From the heart: Compassion in every word

Finding the right words to communicate empathy and support during loss can be both emotionally and intellectually challenging, but the comfort it brings grieving clients makes the effort worthwhile. By focusing on authenticity, honesty, and simplicity, veterinary professionals can craft messages that are personal and deeply meaningful—allowing clients not only to read how much you care, but to feel it in every word.

Does your writing need a professional touch? The veterinary copywriting team at Rumpus Writing and Editing can help. Our deep understanding of the industry and daily practice life ensures every project delivers powerful messaging that resonates with clients, pet parents, and veterinary professionals.


Request a meeting to get started.