Most people write social media content like it’s one-size-fits-all.
But not every customer is in the same headspace.
Some are just discovering the problem.
Some are weighing their options.
Some are this close to buying.
That’s why I don’t write content just to post.
I write based on where the customer is in their journey.
Top of funnel? I’ll earn trust.
Middle? I’ll build desire.
Bottom? I’ll push for action.
Because when you meet people where they are —
you don’t need to scream to be heard.
You just need to say the right thing, at the right time.
Case Study
Organic Instagram copy & design
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SPMG, a pricing consulting firm, was undergoing a major brand transformation — including a new name.
But here’s the tricky part:
Brand changes can make loyal customers uneasy.
And pricing, as a domain, isn’t exactly the most thrilling thing to talk about.
The challenge?
Make a dull topic feel exciting
Create buzz without revealing too much
Tease change in a way that builds trust, not confusion
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We went against the grain.
Instead of using standard corporate language like “We’re rebranding” or “Exciting changes ahead” — we leaned into visual storytelling and curiosity.
Hooked them with nostalgia: Old-school TVs with “The Future of Pricing is Almost Here” sparked intrigue and stood out on the feed
Used contrast: Bright glitchy colours on a muted background grabbed attention
Kept the copy minimal: One powerful line — “SPMG is evolving” — to signal change
Invited the audience in: “Are you ready for the next big thing?” shifted the tone from announcement to participation
Built momentum: The line “Stay tuned” repeated across posts created suspense and set the stage for what’s next
We didn’t shout. We whispered — and made them lean in.
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Strong recall: People who saw the post remembered it — even a week later — thanks to the distinct look and feel
25% higher engagement than typical announcement posts
Increased profile visits and direct inquiries from old clients asking what’s changing
Zero confusion in the comments — a win for a rebrand tease
Same visual reused across email banners and internal Slack launch — keeping the message consistent
Vidisha Pandey, Founder, Murb Studio
“Outsourcing social media is a gamble — unless you’re working with Himani. Her copy nails the right tone every time, and we keep coming back because it works. She knows what makes content click, and the results speak for themselves.”
