Special Sauce

3 Steps To A Ridiculously Persuasive Brand Story

I work with brands daily to help them tell their story. There are a few message killers that pop up repeatedly. If you’re struggling to win buyers, I’d bet one of these issues is to blame… You’re trying to be an option for everyone.  It’s not clear how giving you money will deliver the result …

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How To Rebrand A Company

Do customers know, like, and trust your company? When they see your name or logo, do they associate it with a solution to one of their problems? If they do, that little piece of real estate you’ve claimed in the heads of buyers is what we call brand equity.  There’s a lot of value in …

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How Slack Changed The Way We Communicate At Work With A Brilliant USP

Slack is one of the best accidents in history. Stewart Butterfield, the founder & CEO of Slack, didn’t set out to build the fastest growing business app in history, but he did. I’m going to share the origin story (because it’s interesting) and then we’ll dive into what you can steal from their unique selling proposition. …

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How To Craft A Brand Script That Sells Like Ice Cream In The Desert

Does everyone on your team know what you do? I’ll bet you’d be surprised by some of the answers employees or coworkers give to the question, “What does your company do?” Do you ramble incoherently when you’re asked? You’re not alone. This is the most common problem I come across when I start working with …

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How To Make Your Website Sell More

Pain drives us to do crazy things. Whether physical or emotional, we want to avoid it at all costs. I have chronic back pain. I’d pay a Tibetan Monk to fly to Boulder and heal my back if I knew it would work. I’m not alone. Pain (or the avoidance of pain) is the greatest …

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