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. Known for deep industry expertise and hands-on partnership, they needed a brand voice that matched the caliber of their work.
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 needed messaging that reflected their real value: strategic guidance with a human touch. And they needed a plan to start weaving that voice consistently across every channel, from their homepage to the convention floor.
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.
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