I am not one to disclose client details to outsiders but with doing what I do and seeing how much I see brands screw up – especially start-ups, freelancers and SME’s that carry on without paying attention to the most obvious flaws, pinches me. And it hurts. Really, hurts.

This is me spilling the beans on how you’re missing the mark, in an effort to enlighten or educate, if you stick around through this short blogpost.

1. Speak your truth: The foremost thing for a brand to be is honest. DEFINE your business in simple terms without aggrandizing its worth. You may be doing umpteen number of things, but make sure you explain it in an understandable and insightful manner. I have seen people landing on a website that caters to their exact need but they would not recognize it, because the site is sketchy, content ambiguous, narration distorted and dismissive.

Fix it – Brainstorm to find out how you want your audience to perceive your brand and make amends. Invest in a copywriter, such as I, and work with them to articulate your thoughts and vision for your brand in a refined, persuasive and conforming way.

2. Engage effectively: I started handling the Instagram account for one of my client a week ago. I put up an Instagram story asking the followers to DM their questions as to what they want to see from the account. In a matter of 2 hours, there was an overwhelming response – of course, my content was persuasive and image catchy. When I informed my client to answer some healthy leads of their queries, I was shocked to see his responses in the DMs. He simply stated “Hi, call me on (phone number) and we’ll discuss” for their queries asking for his availability / cost / package deals etc. I called him perplexed and explained pensively how he is working completely against the dynamics of doing business. “You cannot be blunt, cold or robotic in your response to prospects”, I remember telling him, a little shaken. He mentioned his inability to be social, and does not know how to make engaging conversations.

Fix it – It is not a cardinal sin to not have social skills. It’s different if you’re a sociopath; introvert and shy – not so much. Till the time you get a knack for it, keep at it, taking steps consciously. Else outsource like some of my other clients do, and delegate (to me or) another copywriter / digital marketing personnel who has people-acumen. ARTICULATE your responses to the needs and intent of people, foreseeing their intentions before they are spelt, addressing their concerns before they are spoken. The world is full of service providers, give a reason for people to choose you. Leave no question unanswered.

3. Know your whys: I was writing the website content for a well-established hospital in Chennai, the requirement came through an agency and I never got to speak to the client directly. Through the entire assignment I had various questions on how they want to position their brand, narrative style, usage of superlatives, detailing of niche services, mentioning of industry related achievements, global programs, among others. The intermediary said the client didn’t seem much interested to answer any of my questions nor did they pass on the information I sought. They just wanted to have an online presence.

Fix it – Do not be on the internet for the sake of it. This is not the era to be digitally challenged or marketable-y ignorant. Content is king, and it always will be. To broadcast your brand, you need more than words. You need works that speak on behalf of you. Find a content developer who can write those words for you, in a compelling, echoing and converting manner. Don’t do namesake. Do brandsake. Okay that way shoddy. But I hope you get it – Prospects and clients are informed than you gauge them to be, so be smart, act wise, write well.

Share your two cents with us. Tell us your experiences watching individuals and brands missing the mark and carrying on without insight.