Helping founders craft their message.
You made something that helps people. Now comes the hard part: getting the right people to see it.
Apply to work togetherEven the perfect solution goes unseen when the message misses.
Most founders describe their product the way they made it. Other founders get it. The people who need it hear noise and keep scrolling.
How it’s said
“Custom homes with advanced framing, spray-foam envelopes and a 10-year structural warranty.”
How the buyer needs to hear it
“You move in on the date we promised, and it still feels new in ten years.”
Examples, not clients.
I help you find that message, then put it where your buyers already are.
Most founders’ strategy
A successful founder’s strategy
What worked? What didn’t? What should you do more of?
Four steps, in order. Then you do more of what works.
How it works
I help you decide what to say and where to say it, based on what your buyers actually respond to.
Find your buyers
See your competition
Shape your brand
Identify next actions
The centers of influence
Don’t just find the end buyer. Find the person who already puts them together.
What makes Matt buy
What you get
A Brand Brain: everything your firm needs to know about your buyer, your competition and your message, built so every piece of content points the same way.
Leadership working sessions
Meetings with you and your key people throughout, on where the brand is and where it needs to go.
Buyer profiles
A deep understanding of your customers and the people who send you business, turned into named buyers your team can picture and your marketing can target.
Competitor map
Who your buyers compare you to, how each is positioned, and the open space you can own.
Position plan
Where your brand stands today, where it's going, and exactly what has to move to get there.
AI-native brand guide
Your message, story, voice, look and rules in one guide, built so your team and your AI tools can use it from day one.
Team training
A session that walks your whole firm through it, so everyone knows the buyer and says it the same way.
90-day action plan
What to say first, where, and in what order.
Four months, start to finish
Month 1
Buyer profiles
Month 2
Competitor map and position plan
Month 3
Brand guide: message, story, voice, look and rules
Month 4
Team training and 90-day action plan
Leadership working sessions run throughout.
Optional, once your Brand Brain is done
Your Content Engine
Content that establishes you as the expert in your buyer’s mind, built on the Brand Brain and around how you already work.
- One recurring format your buyers come back for
- Scripts, templates and workflows that turn one content day into a month of output
- Coaching your team on the system, so output stays on brand at the quality and volume you need
Every piece points the same way.
Hand-crafting know, like, and trust.
What changes
When the message misses
- Buyers only get it after a long conversation
- Competitors get the attention you've earned
- You get compared on price
- Every hire and agency says it differently
When it lands
- The right buyers get it in a sentence
- You're the name they already know
- You charge what it's worth
- Your whole team says it the same way
Selected work
A Marriott-brand hotel
They opened a new skyline event room that nobody in town knew about. We got every target organization leader into that room for one event.
20 organizations
Their leaders, together in the hotel
About 100 people
Every one of them now on the hotel's list
I'm Spencer Abts.
I launched a new real estate brokerage from zero and filled a Marriott-brand hotel’s new event room with the leaders it wanted to reach. Today I work with founders and owners on what their brand says, and who hears it.
Most of them built something good. The people who would buy it just haven’t heard it the right way yet. That’s the part I fix.
The founders I work with tend to have a few things in common.
$1M+
Most of the founders I work with are doing seven figures a year.
You've built something that works. Customers stay, refer friends and buy again.
You own the business and you're the one leading it.
Growth is capped by awareness, not quality.
You're willing to be the face: on camera, on stage, in the room.
You'd rather be the obvious choice than the cheapest one.
Pricing
Brand Brain, starting investment
$25,000
Four months. By application, a few clients at a time.
- ✓Leadership working sessions
- ✓Buyer profiles
- ✓Competitor map
- ✓Position plan
- ✓AI-native brand guide
- ✓Team training
- ✓90-day action plan
Your exact number comes after our first call. A few things shape it:
Where your brand stands today
How many audiences and offers the brand has to serve
Whether you want the content engine built with it
Adding the content engine is up to $25,000 more. You'll have a clear number before anything starts.