Case Studies

Value Story: Update Emotional Appeal

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The ISU Insurance Agency Network had aggregate premiums over $2 billion, but the value story was not articulating the benefits that resonated with today's independent agency owners.   MORE

Value Story: Change to Recipient Focus

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The Wings Etc. prospecting story was typical of the franchise industry, focused on the strength of the franchisor rather than the goals, dreams and fears of the prospective franchisee.    MORE

Value Story: Lead Quality Boost

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The Bentcil Company's introduction of a new product line utilized the traditional tradeshow practice of maximizing booth traffic.  We dramatically altered the approach, seeking quality leads vs. quantity.  The new description: Motivated Explorers.    MORE

Persuasive Writing: Ideas and Causes

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For over 30 years, the Corbin brand of persuasive wordcrafting has helped clients make sales, secure buy-in or change minds. This case served a non-profit organization.      MORE

ACTION/Inquiry

Versatility, Playing in Writing's Big League

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 Some called me Rocky after this opportunity to bring savvy and wordcrafting to a community referendum. This case demonstrates  wordcrafting, versatility and competitive talent.     MORE

Sales Process: Sales Team Support

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The experience with the ISU Insurance Agency led to a surprising discovery of weakness at the individual salesperson level. The project became a top-down look at each form of prospect communication to assure consistency with the core value story.   MORE