Mixed Messages = Missed Opportunities

Why Inconsistent Messaging Is Costing You Clients (And What To Do About It)

It doesn’t matter how many reels you post, how polished your website looks, or how often you email your list if you don’t have your messaging strategy figured out.

Have you experienced this too? 

When I resonate with someone’s content, I follow them.  I want to see more from them because their words either inspire me, make me feel seen, or teach me about something I’m really interested in. 

But one of two things happens next. 

1.    They give me more of what I want.  I continue to follow them, I start to trust them, and I find myself telling other people about them and even buying from them.

2.    Their next piece of content isn’t what I was expecting.  Something feels off and it doesn’t resonate with me the same way.  I give them the benefit of the doubt and read the next couple, but if they don’t draw me back in, I unfollow and unsubscribe.

With the second scenario, the content doesn’t necessarily have to be bad.  It could be missing the personality.  Have a different tone.  Or worse … it’s generic and AI-generated. 

And that’s the difference people don’t always see. Content is what you post (blogs, captions, emails).  Messaging is the strategy that communicates what you want your brand to be known for. It’s how you consistently sound, what you repeatedly say, and how people recognize you.

What if you can’t do all the content yourself? Whether you’re thinking about handing it off to someone on your team or hiring outside help, there’s a right and wrong way to do it.

How to Delegate Content Creation Without Losing Your Voice

If you outsource internally:
We always see companies letting an employee add social media to the side of their desk, but no one tells them what to say, who they’re talking to, or how the brand is supposed to sound. They end up guessing — and it shows.

If you outsource externally:
An agency might give you polished posts and a cute calendar, but they don’t sound like you. Your audience notices the disconnect, and you lose trust before you ever had a chance to build it.

It doesn’t matter who you ask to help with your content if you don’t have a solid foundation.  If you don’t have clarity on your mission, your audience, and your brand voice, it’s like building your business on sand. 

We’ve seen firsthand what happens when brands skip the foundation and jump straight into posting. It’s why we re-built our processes and changed how we work with clients in our second year of business.  We never engage a client without a clearly defined and documented brand voice and messaging strategy.  Whether it’s already in place or we help them get it there — it’s a non-negotiable.

Before you hand anything off — to a team member, a freelancer, or even an agency like us — you need a clear understanding of:

• Who you’re talking to (and what matters to them)

• What your business stands for (not just a tagline, but your mission and values)

• And how you want to sound (so your tone stays consistent no matter who’s writing)

Document it into a Brand Voice Guide so that if content is being written by anyone other than you, it can still sound like you.  And remember, as you and your business evolve, your messaging strategy will evolve too.  We recommend reviewing it on an annual basis and anytime you have a change in your business that would affect it. 

Triggers to update or revisit your brand voice guide

1.    Rebranding
If you're changing your name, logo, visuals, or overall brand identity, your messaging needs to reflect the new direction, tone, and values.

2.    New Services or Offers
If you’re introducing a new product, service, or program, it may change the way you talk about what you do and who it’s for.

3.    Targeting a New Audience
You’ve decided to focus on a different audience or niche, your messaging will need to align with what they care about and how they speak.

4.    Mission or Vision Has Evolved
Maybe your purpose has deepened, or your long-term goals have changed. That clarity should show up in the words you use across your brand.

5.    Team Growth or Delegation
If others are starting to write content for your brand, you need documented messaging and brand voice guidelines to keep everything cohesive and sounding true to you.

6.    Phase of Business Maturity
If you're no longer in start-up mode, your messaging should reflect that growth, showing leadership, authority, and a clearer POV (point of view).

7.    Shift in Industry Trends or Client Needs
If there’s changes in your industry or market, you may need to reframe how you position your brand to stay relevant.

What Goes in a Brand Voice Guide?

It’s not enough to say “just write in a friendly tone” or “make it sound professional.”  These words can mean 10 different things to 10 different people.

Your brand voice is the filter everything runs through — it’s how your audience recognizes you, how trust is built, and how your content should consistently connect with your audience.

If you want to delegate and have confidence that it’s done right, you need a solid brand voice guide.  It should include:

·  Your audience description – who they are, what they care about, how they speak

·  Your mission, values, goals, and tagline – what you stand for, what drives your work, what you’re working toward, and how you sum it all up

·  Tone-of-voice chart – examples of how you want to sound (and how you don’t)

·  Key phrases and vocabulary – what you always say, and what you never say

·  Message themes – the ideas, topics, or truths you consistently reinforce

·  Your brand story and POV – 1–2 paragraphs on what makes you different and why it matters

This guide will become your internal reference for anybody creating your content.  You can give it to your internal team members, virtual assistants, copywriters, social media or web designers, and have consistent messaging.

Pro Tip:  Hire professionals that have copywriting and social media all under one roof.  They provide strategic content planning, better reuse and repurposing of your content, and less time (and money) wasted trying to get everyone on the same page.

If you haven’t done your brand voice guide yet and need help, contact us.

If you’re building or refining your brand right now, don’t underestimate the power of clear, consistent messaging. It can turn followers into loyal customers.

If there’s a trigger in your business to review your Brand Voice Guide and you need some support, we’d love to help! 

Want a checklist version?  Message us!

Contact an undercover creator now.