Focus Advisors
The Work
Brand Voice & Messaging Guide
Website Strategy
Pardot Marketing Automation Email Strategy
The Landscape
M&A Advisory
Collision Repair
My Role
Marketing Strategist
Content Strategist
Copywriter / Copyeditor
About the Business
A leading M&A advisory firm specializing in collision repair, Focus Advisors helps business owners navigate the biggest financial decision of their lives: selling their company.
From word-of-mouth to words that work
Focus Advisors had a strong reputation inside the collision repair industry — but their brand presence wasn’t telling the full story. Their website felt buttoned-up and distant, and while their email database was robust, they weren’t leveraging it to its full potential for lead nurturing.
They also needed messaging that resonated with a specific subset of owners — experienced operators who’ve built something substantial, and are already thinking strategically about the future of their company. And they needed a plan to start weaving that voice consistently across every channel, from their homepage to the convention floor.
“Strong operators who’ve built successful businesses have the most to gain from partnering with us. These business leaders are savvy and connected — they’ve earned their success by thinking big picture and taking calculated risks. Now that they’ve built and grown an enduring enterprise, they recognize the time has come to either keep growing or make their exit.”
A voice owners could trust
I developed a brand voice and messaging guide that captured Focus Advisors’ unique position — combining financial acumen with personal, entrepreneurial insight.
From there, I created strategic recommendations for applying the voice across their existing assets: updating website copy to feel more inviting and focused, developing a full trade show messaging strategy to start meaningful conversations, and building a marketing automation plan through Pardot to nurture leads with consistent email touchpoints.
“When investors are looking to enter collision repair, there’s a reason they come to Focus Advisors first. It all boils down to relationships.”
Madeleine Roberts-Rich, Senior Associate, Focus Advisors
“Susie was such a pleasure to work with on our marketing and rebranding efforts. She is extremely communicative and responsive. She takes the time to read through and contemplate what her clients share with her and her copywriting is extraordinary. She is very adaptable to taking on new projects - big or small.”
Agency
Kinesis
Design
Rebekah Garibay