Building Client Relationships: Communication Secrets for Freelance Success

The wake-up call: 40% of freelancers have been stiffed by a client!

47% believe this happens because employers don’t take freelancing seriously, while 37% blame vague or poorly written contracts. But here’s what those statistics don’t capture: the freelancers who master communication build bulletproof relationships that protect them from these disasters.

You’ve landed the gig, scoped out the work, and even mastered the art of invoicing. Fantastic! But here’s a truth that separates thriving freelancers from struggling ones: your success isn’t just about the quality of your work—it’s fundamentally about the quality of your communication.

Think of communication as the invisible thread that weaves together every successful freelance project. Master it, and you’ll build lasting relationships, earn referrals, and enjoy a far smoother work life. Fumble it, and you could find yourself battling misunderstandings, scope creep, and unhappy clients who vanish without warning.

The reality? 62% of freelancers say that they struggle to find new clients and projects, particularly during slow business periods, but the most successful freelancers rarely face this problem. Why? Because exceptional communication transforms one-off projects into long-term partnerships.

For new freelancers, navigating client communication can feel like learning a new language—one where the wrong word choice can cost you thousands of dollars. The good news? This guide will break down the essential communication secrets that will not only impress your clients but also make your freelance journey significantly more profitable and enjoyable.

The Hidden Cost of Poor Communication: Why This Skill Matters More Than Your Portfolio

Before diving into the how-to, let’s examine why communication deserves as much attention as your technical skills. Poor communication doesn’t just create awkward moments—it destroys businesses.

Consider this sobering reality: 52% of all projects face scope creep in one way or another, and this percentage has actually increased from 43% seven years ago. That’s not just a project management problem—it’s a communication breakdown that costs freelancers time, money, and sanity.

The ripple effects extend far beyond individual projects. 47% of freelancers believe they get stiffed by clients because employers don’t take freelancing seriously while 37% blame vague or poorly written contracts. When communication fails, respect erodes, and that’s when payments mysteriously disappear and projects spiral out of control.

But here’s the empowering truth: freelancers who establish clear communication frameworks from day one not only avoid these pitfalls—they command higher rates and build waiting lists of eager clients.

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“If people are doubting how far you can go, go so far that you can’t hear them anymore”.

– Michele Ruiz

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Setting Expectations: Your First Communication Cornerstone

Before a single word of copy is written or a line of code is typed, clear communication about expectations is absolutely paramount. This isn’t just about what you’ll deliver, but how you’ll deliver it and what the client can expect from you throughout the process.

Many freelance failures can be traced back to assuming that clients understand how to work with freelancers, without requiring them to be active participants in the project. The most successful freelancers never assume—they clarify everything upfront.

Define the Scope – Clearly and Unambiguously

This is your foundation, and it needs to be rock-solid. What exactly are you doing? What are the specific deliverables? What’s explicitly not included? Precision here prevents scope creep, where projects quietly expand beyond what was agreed upon.

Avoid vague descriptions like:

• “I’ll design your website”
• “I’ll write content for your blog”
• “I’ll help with your marketing”

Instead, provide detailed specifications:

• “I will design 5 unique pages (Homepage, About, Services, Contact, Blog Listing), provide 2 rounds of revisions per page, and integrate your existing content. This does not include logo design, photography, or e-commerce functionality.”
• “I will write four 1,500-word SEO-optimized blog posts per month, including keyword research, meta descriptions, and one featured image per post. This includes one round of revisions per post but does not include social media content or email newsletters.”

Outline Your Process: The Professional Roadmap

Walk your client through exactly how you work. This demonstrates professionalism and gives them a clear roadmap of what to expect:

“My process involves:

1. Discovery Call (Week 1): We’ll discuss your goals, target audience, and preferences
2. Proposal & Contract (Week 1): I’ll provide a detailed proposal and project agreement
3. Initial Draft (Week 2-3): I’ll deliver the first version of your project
4. Revision Round 1 (Week 4): Based on your feedback, I’ll make adjustments
5. Revision Round 2 (Week 5): Final tweaks and polish
6. Final Delivery (Week 5): Complete project handoff with all files and documentation”

This level of detail eliminates confusion and positions you as an organized professional who takes their work seriously.

Establish Communication Channels and Frequency

How will you communicate? How often? When are you available? The nature of freelancing adds inherent obstacles to communication. While you might have face-to-face interactions with your client, in this digital age it’s far more likely that most of your communication will take place virtually or over the phone.

Create a communication framework that covers:

Primary Communication Channel: “I’ll primarily communicate via email for all project-related discussions, as this creates a clear record of decisions and feedback.”

Response Times: “I check and respond to emails within 24 hours during business days (Monday-Friday, 9 AM-6 PM EST). For urgent matters, you can text me at [number], but please reserve this for true emergencies.”

Status Updates: “I’ll provide weekly progress updates every Monday morning, including what I’ve completed, what I’m working on next, and any questions or blockers.”

Meeting Schedule: “We’ll have a 30-minute check-in call every Tuesday at 2 PM EST to discuss progress and address any questions.”

This specificity prevents clients from feeling ignored while protecting your boundaries.

Be Realistic About Timelines: The Under-Promise, Over-Deliver Philosophy

In the excitement of kicking off a new project or especially a new client-vendor relationship, it can be easy to skip over the nitty-gritty parts of a contract. A lot of entrepreneurs are skittish about setting client expectations. Don’t fall into this trap.

Under-promising and over-delivering is a golden rule that builds trust and creates delighted clients. If a project will take two weeks, communicate two weeks—even if you think you might finish in 10 days. Always factor in:

• Potential delays from client feedback cycles
• Your other project commitments
• Unexpected complexity that often emerges
• Time for proper quality assurance

Smart timeline communication: “Based on the project scope, I anticipate delivery in 3 weeks from project start. This includes time for your feedback and revisions. If the project finishes earlier, I’ll deliver it as soon as it’s ready, but this timeline ensures quality work without rushing.”

Remember: setting expectations isn’t about being rigid—it’s about creating shared understanding that fosters trust and minimizes surprises. When clients feel like you really get them and value their input, they’re way more likely to come back for more work and even spread the word about you.

I don’t like to lose — at anything — yet I’ve grown most not from victories, but setbacks

Serena Williams

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Proactive Updates: The Art of Transparent Communication

Once a project is underway, consistent and strategic updates become your secret weapon for client satisfaction. Email may still be the most-used client communication tool, but its popularity is declining. Companies are more commonly communicating with clients through project management tools and productivity platforms.

Silence, to a client, often translates to “nothing is happening” or “I’ve been forgotten.” Even when you’re deep in focused work, strategic communication prevents anxiety and builds confidence.

Regular Check-ins: The Rhythm of Professionalism

Decide on a frequency that matches your project timeline and stick to it religiously. Whether weekly, bi-weekly, or at key milestones, consistency builds trust.

Effective update structures:

The Progress Update: “Hi [Client Name],

Quick update on the [Project Name] project:

Completed This Week:

• Finalized the homepage wireframe and user flow
• Conducted competitor analysis (attached report)
• Created initial design concepts

Up Next:

• First draft of homepage design (due Friday)
• About page wireframe (due early next week)

On Track: Yes, everything is progressing according to our timeline.

Questions/Needs: Could you send over the professional headshots we discussed? This will help me complete the About page design.

Best regards, [Your Name]”

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Highlight Progress, Not Just Activity

Clients don’t care that you “worked on their project”—they want to see tangible advancement toward their goals.

Instead of: “I’ve been working on your project.” Say: “I’ve completed the keyword research phase and identified 15 high-impact keywords for your content strategy. I’m now moving into the content outline phase.”

Instead of: “I’m making good progress on the design.” Say: “I’ve finalized the color palette and typography choices based on your brand guidelines. The homepage layout is 80% complete, and you’ll see the first draft tomorrow.”

This approach demonstrates value and keeps clients engaged with the process.

Anticipate and Communicate Roadblocks: Professional Problem-Solving

Be proactive: Don’t wait for issues to arise. Take the initiative by communicating and setting client expectations clearly from the beginning. This will save you time and stress later on.

When you hit a snag or foresee a delay, communicate it immediately along with your proposed solution and revised timeline. Clients appreciate honesty and proactive problem-solving far more than excuses after deadlines pass.

Effective roadblock communication:

“Hi [Client Name],

I wanted to give you a heads-up on a slight adjustment to our timeline. While researching industry regulations for your content, I discovered some recent changes that affect our messaging strategy. This is actually great news because it means our content will be more current and compliant, but it requires an additional day of research.

Impact: This will push the first draft delivery from Friday to Monday. Next Steps: I’m prioritizing this research today and tomorrow to minimize any delay. Benefit: Our final content will be more accurate and legally sound.

I’ll keep you updated on progress. Thanks for your understanding!

Best regards, [Your Name]”

This transforms a potential negative into a demonstration of your thoroughness and professionalism.

Keep Updates Concise and Actionable

Your clients are busy. Respect their time with clear, scannable communication:

Use bullet points for easy reading Bold key information like deadlines and deliverables Be specific about what you need from them Include clear next steps

Pro tip: Most humans only can retain between 5-9 separate thoughts/ideas/items on a list. Keep your updates focused and digestible.

Proactive updates don’t just prevent misunderstandings—they position you as a professional who’s in control of their projects and respectful of client investment.

Handling Feedback Professionally: Turning Critique into Client Gold

Feedback is inevitable in freelance work, and how you receive and act on it significantly impacts client satisfaction and your professional reputation. Feedback refers to the information, criticism, or suggestions that clients provide to freelancers regarding their work. It serves as a catalyst for growth and improvement, facilitating effective collaboration between freelancers and clients.

The most successful freelancers view feedback not as criticism, but as valuable intelligence that helps them deliver exactly what clients need while strengthening professional relationships.

Listen Actively and Confirm Understanding

When a client provides feedback, your first job is to truly understand what they’re communicating. When a client contacts you or provides feedback, listen actively: focus on understanding their perspective and responding accordingly. Active listening shows that you respect the client and value their opinions.

Effective confirmation techniques:

“Thanks for this detailed feedback. Let me make sure I understand correctly:

• You’d like the homepage header to be more ‘energetic and bold’ (could you share an example of what this looks like to you?)
• The call-to-action button should be more prominent
• You want to add a customer testimonial section above the footer

Is that accurate? And could you clarify what ‘energetic and bold’ means to you specifically?”

This approach prevents you from making assumptions and shows clients you’re engaged with their vision.

Separate Emotion from the Message

Frequent negative feedback, particularly if it lacks constructive elements or is overly critical, can demoralize freelancers and lead to a breakdown in communication and trust. It’s natural to feel defensive when you’ve invested significant effort in your work, but professional success requires emotional regulation.

Strategies for emotional management:

Take a Beat: If feedback feels harsh, give yourself time to process before responding. A 24-hour delay is better than a defensive reaction that damages the relationship.

Focus on Intent: Most clients aren’t trying to hurt your feelings—they’re trying to achieve their business goals. Their feedback reflects their needs, not your worth as a professional.

Look for Patterns: If multiple clients provide similar feedback, there might be valuable insights about your work or communication style.

Acknowledge and Validate: Building Collaborative Relationships

Even when you don’t fully agree with feedback, acknowledging the client’s perspective maintains positive relationships and demonstrates professionalism.

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Professional acknowledgment examples:

“Thank you for taking the time to review this thoroughly. I appreciate you sharing your specific thoughts—this helps me understand your vision better.”

“I can see why this approach might not feel right for your brand. Let me explore some alternatives that better align with what you’re describing.”

“Your feedback about the user flow makes sense. I was focused on simplicity, but I can see how it might feel too sparse for your audience.”

Explain Your Rationale (When Appropriate)

Sometimes client requests conflict with best practices or project goals. Constructive criticism, when used appropriately, can be transformative. Clients should focus on providing feedback that offers specific suggestions to address the issue at hand. You can respectfully explain your reasoning while offering collaborative solutions.

Tactful explanation approach:

“I understand you’d like to add more content to the homepage. I initially kept it minimal because research shows that users typically scan pages in under 3 seconds, and too much information can actually reduce conversions. However, I hear that you want visitors to understand more about your services immediately.

What if we try a compromise? We could add an expandable ‘Learn More’ section that gives interested visitors additional information without overwhelming those who want to take quick action. Would that address your concerns while maintaining the conversion focus?”

Confirm Changes and Next Steps

It is also essential to ensure that feedback is balanced, highlighting both areas of strength and areas for improvement. By providing a comprehensive perspective, clients help freelancers recognize their accomplishments while encouraging them to strive for higher quality work.

Once feedback is discussed, clearly summarize what changes you’ll implement and when the client can expect to see them:

“Perfect! Here’s what I’ll update based on our discussion:

1. Homepage header: I’ll create 3 bolder design options with more energetic color schemes
2. Call-to-action button: I’ll increase the size by 20% and test different color combinations
3. Testimonial section: I’ll design a clean testimonial carousel above the footer

Timeline: You can expect to see these revisions by Friday at 2 PM.

Next steps: Once you review these changes, we’ll move forward with the About page design.

Does this timeline work for you?”

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Document Everything: Your Professional Safety Net

For significant feedback or revisions, maintain written records of what was discussed and agreed upon. This protects both you and your client from misunderstandings later.

Simple documentation:

“Thanks for our call today! Here’s a quick summary of what we discussed:

Agreed Changes:

• [List specific changes]

Timeline:

• [Delivery dates]

Next Meeting:

• [Date and time for next check-in]

Let me know if I missed anything or if you have questions!”

Mastering feedback isn’t about always saying “yes” to every request—it’s about demonstrating professionalism, understanding client needs, and maintaining collaborative relationships while protecting your expertise and project integrity.

Advanced Communication Strategies: Building Long-Term Success

Beyond the fundamentals, elite freelancers employ sophisticated communication strategies that transform good client relationships into exceptional partnerships that drive referrals and premium rates.

The Scope Creep Conversation: Turning Challenges into Opportunities

I embrace scope creep, because it means more income for me! When a client adds things to the project, I do a happy dance. I communicate the details of the additions and the additions fees and time in a written change order.

When clients request work beyond the original scope—and they will—treat it as a business opportunity, not a frustration.

The Professional Scope Response Framework:

“Thanks for bringing up this additional feature! I can absolutely help with that. This would be considered outside our original project scope, so let me provide you with two options:

Option 1: We can add this to our current project for an additional $[amount] and [timeframe]. This would push our final delivery to [new date].

Option 2: We can complete our current project as planned and schedule this as a separate project starting [date].

I’m happy to provide a detailed quote for the additional work. Which approach would work better for your timeline and budget?”

This response demonstrates flexibility while maintaining professional boundaries and creating additional revenue opportunities.

Managing Communication Overload: Setting Productive Boundaries

One of the biggest components of managing freelance client expectations is communication. No matter how many of the other client management tips you implement, if you don’t communicate clearly with your client, you’re almost bound to run into issues with them.

However, good communication doesn’t mean being available 24/7. Successful freelancers establish boundaries that protect their productivity while maintaining client satisfaction.

Boundary-Setting Communication:

“I want to make sure I’m as responsive as possible while maintaining the focus needed for quality work. Here’s how I structure communication:

Email: I check and respond within 24 hours during business days Project Updates: Scheduled weekly every Monday morning Urgent Issues: Text me at [number] for true emergencies only Calls: Let’s schedule 30-minute calls as needed rather than impromptu conversations

This system ensures you get timely responses while allowing me to focus on creating your best possible project.”

The Follow-Up System: Maintaining Relationships Beyond Projects

Client feedback aids freelancers in personal development, helps identify areas for improvement, and assists them in the development of new skills. But communication shouldn’t end when projects do.

Strategic follow-up timeline:

Project completion: “Project delivered! Here’s everything you need to know about the files and next steps.”

One week post-delivery: “How has the [project] been working for you? Any questions or adjustments needed?”

One month later: “Just checking in! How are you finding the [project] in practice? Any results to share?”

Quarterly: “Hi [Client]! Hope business is going well. I’ve been working on some new [relevant service] approaches that might interest you. Would love to catch up sometime.”

This approach keeps you top-of-mind for future projects and positions you as a long-term partner, not just a project vendor.

The Referral Request: Turning Satisfied Clients into Marketing Partners

When projects go well, satisfied clients become your best marketing asset. When someone tells you that you did a good job, you can use that to generate good buzz for your business. Ask your clients if they would mind you using their glowing words as a testimonial to prove the quality of your work to prospective clients.

Strategic referral conversation:

“[Client name], I’m so glad the [project] exceeded your expectations! Working with you has been fantastic.

As I’m planning for the next quarter, I’m looking to work with more businesses like yours. Do you know any [description of ideal client] who might benefit from similar work? I’d love to help them achieve results like what we accomplished together.

I’d be happy to provide the same level of service and attention to detail, and of course, I’ll make sure they know you were the one who recommended me.”

This approach is specific, professional, and positions the referral as a benefit to their network rather than just a favor to you.

Technology and Tools: Enhancing Communication Efficiency

Modern freelancers have access to sophisticated tools that can streamline communication while maintaining the personal touch that builds strong relationships.

Project Management Platforms: Creating Transparency

19% mostly use project management tools for client communication, up from 11% in 2023. And 11% of 2024 respondents use tools like Slack to communicate with customers. The shift toward structured communication platforms reflects the need for better organization and clarity.

Recommended platform features:

• Client portals for project visibility
• File sharing with version control
• Milestone tracking with automatic notifications
• Time tracking integration for transparent billing
• Comment systems for organized feedback

Client onboarding for tools: “I use our in-house board to keep all our project information organized in one place. I can see project progress, review files, and leave feedback all in one location. But have a search around and find one that absolutely fulfils your own needs!

Communication Templates: Consistency Without Losing Personality

Successful freelancers develop templates for common communications while maintaining personal touches.

Essential template categories:

• Project kickoff and expectation setting
• Weekly progress updates
• Scope change discussions
• Feedback acknowledgment and next steps
• Project completion and handoff
• Follow-up and relationship maintenance

Template personalization tips:

• Include specific project details and client names
• Reference previous conversations or shared experiences
• Add relevant industry insights or helpful resources
• Maintain your authentic voice and style

Documentation Systems: Protecting Your Professional Reputation

Communicate clearly and choose an official channel for anything regarding deliverables. A client might hit you up on Slack or Whatsapp to request something, but summarise and send that request in email so there’s a clear trail of what’s going on that includes everyone involved.

Documentation best practices:

• Email confirmation of all verbal agreements
• Shared document for project requirements and changes
• Screenshot evidence of delivered work and client approval
• Time stamped communications for all major decisions
• Backup systems for all project files and communications

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Success doesn’t come from what you do occassionally, it comes from what you do consistently

Marie Forleo

The Psychology of Client Communication: Understanding What Really Matters

Exceptional freelancer communication goes beyond logistics—it addresses the psychological needs that drive client satisfaction and loyalty.

Building Trust Through Predictability

Clients hire freelancers to solve problems, but they often feel vulnerable because they’re not in direct control of the outcome. Effective customer communication helps you differentiate your brand from your competitors in the eyes of your target audience.

Trust-building communication strategies:

Consistent patterns: Always deliver updates when promised, respond within stated timeframes, and follow the same process for each project.

Proactive transparency: Share both good news and potential challenges before clients have to ask.

Professional competence: Demonstrate expertise through thoughtful questions, industry insights, and strategic recommendations.

Reliability signals: Meet deadlines, maintain quality standards, and follow through on all commitments.

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Managing Client Anxiety: The Emotional Side of Projects

Many clients experience anxiety during projects, especially if they’re not familiar with your field or process. Strategic communication can alleviate these concerns:

Anxiety-reducing techniques:

Educational approach: Explain why you’re making specific choices and how they benefit the client’s goals.

Progress visualization: Use percentages, timelines, or milestone markers to show advancement.

Next-step clarity: Always end communications with clear information about what happens next and when.

Success reinforcement: Highlight wins and positive progress throughout the project.

Creating Emotional Investment: From Vendor to Partner

Without feedback, freelance relationships can become stagnant and fail to reach their full potential. The goal is to evolve from being seen as a service provider to being viewed as a trusted advisor and partner.

Partnership-building strategies:

Strategic insights: Share relevant industry trends, competitor observations, or optimization opportunities.

Goal alignment: Connect your work to their larger business objectives and success metrics.

Future planning: Discuss how current work sets the foundation for future growth and improvements.

Collaborative problem-solving: Involve clients in creative decisions and strategic discussions.

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Measuring Communication Success: Key Performance Indicators

Professional freelancers track the effectiveness of their communication strategies through measurable outcomes.

Client Satisfaction Metrics

Retention rate: What percentage of clients hire you for additional projects? Referral rate: How many new clients come from existing client recommendations? Project completion rate: What percentage of projects finish without major conflicts or scope disputes? Payment timeline: How quickly do clients pay invoices after delivery? Review quality: What do clients say about working with you beyond just the deliverables?

Communication Efficiency Indicators

Response time consistency: Are you meeting your stated communication commitments? Revision cycles: Are projects completing within the planned number of feedback rounds? Scope creep incidents: How often do projects expand beyond original parameters? Emergency contact frequency: Are clients respecting your boundary-setting communications? Project timeline adherence: Are miscommunications causing delays?

Continuous Improvement Process

Monthly reviews: Analyze communication patterns and client feedback Template optimization: Update standard communications based on what works best Skill development: Invest in communication training, writing improvement, or conflict resolution System refinement: Adjust processes based on project outcomes and client preferences Industry evolution: Stay current with communication tool developments and best practices

Your Action Plan: Implementing Professional Communication from Day One

Transforming your freelance communication doesn’t happen overnight, but strategic implementation can yield immediate improvements in client satisfaction and project outcomes.

Week 1: Foundation Setup

Communication Framework Development

• Define your standard response times and availability hours
• Choose primary communication channels for different types of interactions
• Create templates for common communications (kickoff, updates, scope changes)
• Establish your process documentation and share it with clients

Boundary Setting

• Decide on your communication boundaries and availability
• Create an email signature that includes response time expectations
• Set up auto-responders that manage client expectations when you’re unavailable

Week 2: Template Creation and Testing

Essential Template Development

• Project kickoff and expectation-setting email
• Weekly/bi-weekly progress update format
• Scope change discussion and pricing framework
• Feedback acknowledgment and next steps confirmation
• Project completion and handoff communication

Process Documentation

• Create a simple one-page overview of how you work
• Develop a project timeline template that shows client involvement points
• Design a scope of work template that prevents misunderstandings

Week 3: Implementation and Refinement

Client Education

• Introduce your communication framework to existing clients
• Walk new clients through your process during initial calls
• Provide written documentation of expectations and timelines

Feedback Integration

• Start using structured feedback request formats
• Implement confirmation emails for all major decisions
• Begin tracking communication effectiveness metrics

Ongoing: Continuous Optimization

Monthly Assessment

• Review which communications generated the best client responses
• Identify patterns in project challenges and adjust processes accordingly
• Update templates based on what works best with your client base

Quarterly Improvement

• Seek feedback from clients about your communication style and effectiveness
• Invest in communication skill development through courses or coaching
• Evaluate and upgrade your communication tools and systems

Annual Strategic Planning

• Analyze your most successful client relationships and identify communication patterns
• Adjust your marketing and onboarding to attract clients who value good communication
• Set goals for communication improvements and client relationship development

The Bottom Line: Communication as Your Competitive Advantage

In a crowded freelance marketplace where 1.57 billion people are now self-employed, exceptional communication isn’t just a nice-to-have skill—it’s your most powerful differentiator.

The freelancers who consistently command premium rates and build waiting lists of eager clients aren’t necessarily the most technically skilled. They’re the ones who make working together feel effortless, professional, and valuable. They’re the ones clients trust with bigger projects, recommend to colleagues, and hire repeatedly.

Over half want more collaboration and feel that a sense of community is missing among freelancers, but the solution isn’t waiting for the industry to change—it’s taking ownership of every client relationship you build.

Your communication approach sends a message about your professionalism, reliability, and commitment to client success. When you master expectation setting, proactive updates, and professional feedback handling, you’re not just avoiding problems—you’re building a reputation that attracts better clients and higher-value projects.

The transformation cycle looks like this:

• Better communication leads to smoother projects
• Smoother projects lead to happier clients
• Happier clients lead to referrals and repeat business
• Referrals and repeat business lead to higher rates and better projects
• Higher rates and better projects lead to sustainable freelance success

Every email you send, every update you provide, and every feedback conversation you handle is an investment in this cycle. The freelancers who understand this principle build businesses that thrive regardless of market conditions, economic uncertainty, or industry changes.

Remember: clients don’t just hire you for your technical skills—they hire you for the entire experience of working with you. Make that experience remarkable, and you’ll never lack for work.

Start today. Choose one communication improvement from this guide and implement it with your next client interaction. Your future self—the one with a waiting list of dream clients and the confidence to charge premium rates—will thank you for taking communication seriously from day one.

Your skills got you noticed. Your communication will make you unforgettable.

Your First Steps to Freelance Freedom