FOCUS: BRAND MESSAGING DISCONNECT | AUDIENCE: EXPERTS WITH IGNORED BRANDS
BY: SHOBHA PONNAPPA | BRAND BREAKTHROUGH STRATEGIST | 45 YEARS | 125+ CLIENTS
I answer 6 tough questions about why some experts keep attracting the wrong kind of inquiries … where messaging may be the culprit.
I often meet brilliant experts whose inbox is full … but not in the way they want. They get messages, DMs, even referrals. But the leads aren’t aligned with their true offer, budget, or scope. Something about the brand is signalling the wrong cues. In this post, I unpack six critical questions to uncover why well-meant messages often miss the mark.
Because attention isn’t the same as alignment. Many experts share content that’s generally interesting, but not specifically directional. The result? You attract people who are curious, not committed. They like your voice, but don’t fully understand your value.
Your brand may be signalling friendliness, expertise, even brilliance … but unless it clearly communicates what you solve and for whom, you’ll attract anyone who resonates loosely. Precision invites the right kind of approach.
Absolutely. Broad messaging feels safe … but it confuses the serious buyer. Phrases like “helping people grow” or “unlocking potential” sound good, but don’t point to a specific, ownable problem. If a visitor can’t say, “That’s exactly what I need,” they move on … or worse, reach out with mismatched needs.
Experts often hesitate to narrow their brand voice because they fear exclusion. But clarity creates confidence. A sharper message doesn’t repel … it magnetises the right fit.
This usually happens when your brand doesn’t say what it doesn’t do. If your website, LinkedIn, or social presence lacks boundaries, people fill in the blanks. They assume you’re a coach, a consultant, a trainer, or a strategist … whatever they need you to be.
To fix this, you need language that disqualifies as much as it qualifies. Statements like “I don’t offer implementation” or “This is for brands post-launch” help manage expectations. Don’t fear being explicit. It saves everyone time.
Yes. Visuals create gut impressions before words are read. If your colours, fonts, or imagery don’t match your level of sophistication or service tier, people make the wrong assumptions. A premium offer paired with DIY visuals creates confusion.
Many experts start with visual aesthetics they like, rather than what signals the right market tier. Design is not about taste. It’s about trust. Make sure your visual identity reflects not just who you are, but who you serve.
Often, yes. A lot of expert websites read like bios or portfolios. Impressive … but not invitational. Your audience doesn’t care how great you are unless they see themselves in your greatness.
Instead of listing credentials, try mirroring their pain. Instead of showing your past, speak to their future. Relevance beats résumé. Your story matters … but only as proof of your ability to solve their problem.
Refine your homepage headline. Swap vague lines for one bold, specific statement about who you serve and what you solve. Use phrases like “I work with…” or “This is for…” at the top.
You can also audit your content. Are your posts attracting praise, but not prospects? If so, embed a stronger signal. Share case studies that reflect your ideal client. Add CTAs that pre-qualify. Message leads meaning. Meaning leads movement.
If these questions sound familiar, your brand isn’t broken … it’s just not broadcasting sharply enough. The wrong inquiries aren’t bad luck … they’re feedback. Refining your message is how you realign your magnet. One precise shift can help filter out noise and pull in the right opportunities.
If you’re brand owner or manager seeking stronger brand performance, this FAQ Insight Post I wrote could interest you: “FAQs: When Customers Browse, Engage … but Never Book a Call.“
If you’re an investor seeking momentum for your portfolio brands, this FAQ Insight Post I worked on may resonate: “FAQs: When Expansion Moves Faster Than Brand Meaning.“
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