If you found the ‘hidden tiger,’ congratulations!

And if you can't, here is the clue —Look closely to the stripes of the tiger. You will find the ellusive--Hidden tiger

And that’s the communication mistake I am talking about!

The mistake that business people make so frequently.

• They try to be clever and hide their real powerful benefit in their ‘creative’ campaigns. Especially the funded startups do it again and again.
  
  They feel, this way, they will come across as a big brand. A grave mistake, because those established brands are already known to their consumers. Their benefits and use-cases are clear.
  
  The communication challenge of the bigger brands are different, they are just underlining the impressions already imprinted on the consumers’ mind...While the startups must convey who they are with certain clarity.
  
  
• The other mistake, businesses bury their powerful benefits deep in the communication copy. What should be a bold headline, remains hidden in a clutter of benefit list, or a bullet point.
  
  When we look for such instances and put the potential winners bold and clear, the engagement level and the conversion ratios go up like magic.
  
  In one particular case, we replaced vague, high-sounding statements on website sliders with real benefits..And the qualified leads increased by 300%.
  
  So keep this picture of hidden tiger on your desk. It will remind you of these mistakes which decreases the power of communication.