Knowing the brand is everything
An emdash case study about getting the intent, rhythm and tone of SlashDr right, through continuous acquaintance.
Many moons ago, Gokul of SlashDr randomly told me the story of his company. Several meetings and telephone conversations later, we began writing a blog, which was soon abandoned (as is bound to happen in SMEs, if you didn’t know). Just last month, when Gokul came back to me to write the new SlashDr website, I jumped right in. No ‘learning curve’ to climb.
Client: SlashDr | Project: Website content | Engagement model: Project-based
Our process
Step 1: Brand acquaintance
Small and medium enterprises tend to be driven by values. Typically, a founder or a group of them run the business, based on intentions, goals and values that shape the company. It is some combination of said intentions, goals and values that make the business unique and successful.
Understanding this is crucial to presenting the brand to the market. Thankfully, we were already well acquainted with the folks at SlashDr.
Step 2: Research and understanding
Not every day does one get to write content for a unique health-tech product for ‘bottom of the pyramid’ healthcare providers. Understanding the market and its idiosyncrasies would have taken a few weeks. But, not with SlashDr. Knowing the team well put us in the circle of knowledge about the product. By the time we began writing content, research had been ongoing, even if tacit.
Step 3: Building a structure / being the copywriter
Typically, when we get briefs from clients to write websites, it might say, “this section for USPs”. Most small businesses who come to us wouldn’t even have strategically considered what their USPs might be.
But, when I read Gokul’s brief, I choked on my tea in surprise. He had half written the content himself. SlashDr had thought their content through — section by section. For once, I was just the copywriter — someone who finds the right words to express an idea that is well built already.
Step 4: Feedback
About uncomfortable conversations, my mother-in-law and I say this to each other.
சொல்ல வேண்டியது என் கடமை. எடுத்துக்கறதும் மறுக்கறதும் உங்க உரிமை.
(Solla vendiyadhu en kadamai. Eduthukkaradhum marukkaradhum unga urimai.) Roughly translates to giving you feedback is my duty. Accepting or rejecting it is your right.
From product owners to doctors, designers and project managers, everyone at SlashDr took the liberty to give feedback. They pointed out logical loopholes, they called out on bull-shit jargon, they even argued on sentence structure. In the end, SlashDr let me be the owner of content for the website. Feedback is theirs; decision is mine. (Trust me, I’d have been a fool not to have taken their feedback, though).
Step 5: The obvious and not-so-obvious touches
While this website is done and invoices paid, I’m emotionally invested in the growth of SlashDr. The vision and the ambition they have for the product is both inspiring and envy-inducing. Luckily for them, they found a writer who has long been with them and knows their story. If you can find one like that, you’ve truly hit the jackpot, my friend.
If not, you have the next best thing at emdash — a team of people who like SMEs, understand the nitty-gritties of how you work and are willing to invest in your growth. Don’t take our word for it, take Gokul’s.
Ranjani is a good listener. In that she listens, understands and keeps record for future use. She retained the fabric of our brand in her words, without ever compromising on the business objective. She is also good with feedback — even when she disagrees.
If you need someone to write for you, consider this my endorsement.
— Gokul, CEO & Chief of Technology at SlashDr
Team on account
Writer and account manager: Ranjani
Do you have a product to talk about?
Let emdash tell your story for you. Write to work@emdash.in to talk to us now.
