Copywriters or anyone who write website or marketing copy understand the importance of clarity on call to action (CTA). One of the rules about marketing copy is: be clear and specific. Unclear is unkind.
The same goes with brand. Instead of selling services or products only, we tell the change we seek to make and the values we follow to make that change happen.
It’s one thing to promote the services and products to get people’s attention: I offer this. If you need it, you might want to consider me. And it’s another thing to invite the audience align with our visions and beliefs where we create trust and connection.
It’s frustrating to realize the assumptions of beliefs and values the people made about the us turns out to be different from who we truly are, especially after all the time, resources and effort have been invested in the relationship.
Clarity is kind.
