My first job was in a call centre for a huge telecoms company. Let’s call it Titish Belecom.

Our team only took inbound calls, so everyone you spoke to had a question or a problem that needed solving.

But we were actually a sales team in disguise. Sneaky McSneakface.

Trouble is, I was a TERRIBLE salesman.

Sales in our team was a numbers game. Get rid of the non-sales ASAP, so you can get onto the next prospect.

The best salespeople would do this any way they could.

They’d lie, transfer you, pretend to get disconnected, or even just hang up - knowing when you called back it’d be someone else’s problem.

The result? More sales, but awful experiences for everyone else.

My philosophy was different.

If you weren’t going to buy the product, I’d sell you the brand instead.

Want me to test your broadband speed? No problem.

Turn on your Caller ID? Happy to.

Need me to send you a phone book? (That was still a thing then - and consider it done.)

I once spent an hour giving step-by-step instructions to a little old lady who couldn’t set up her new phone. My Manager, on the other hand, wanted me to try and sell her broadband, even though she didn’t have a computer.

I wasn’t always selling products, but I was always selling.

The key to knowing when to do which, lies in empathising with your audience and understanding what question they’re asking.

Because if your product isn’t the answer, maybe your brand is.

Need a Copywriter who can empathise with your audience? Someone who can write ideas that stick, copy that’s slick and CTAs that click?

I’ve got over a decade of experience and I’m available for remote and Dubai-based opportunities.

Drop me a line and let’s make something awesome together.