Clarity makes all the difference.
While we’ve taken hundreds of clients through our branding process, my favorite example is Don Goewey. Don had worked with another PR company for a year before he landed on our doorstep. In that year, they hadn’t scored him a single placement. Nada, nil, nothing.
We were baffled, because it seemed obvious to us that Don was an expert with a powerful understanding of neuroplasticity and a message that could change lives – yet they hadn’t landed him anything. Michelle took Don through our process and it became very clear what was a miss. The other PR firm had been pitching Don to the media as a stress expert, which is fine, but here’s the issue: stress experts are a dime a dozen, and that catch-all term lacked the specificity required to tell Don’s whole story.
Don’s passion – what his work actually focused on – was eliminating stress. He was a stress-elimination expert!
Now, I know what you’re thinking… what’s the big deal? It was a HUGE deal; adding one word made all the difference. When we tweaked Don’s message, we landed him a ton of media placements, including 102.1 KDFC San Francisco – which drove over 10,000 visitors to Don’s website that morning, landed him a full-page spread in Outside magazine, and turned him into a best-seller.