UNLOCKING
CUSTOMER POTENTIAL
Messaging that maximizes the lifetime value of each client.
Laurie reveals the #1 mistake nearly every business makes in their messaging—and the proven framework to fix it.
WHY ISN'T YOUR MARKETING WORKING?
You're not being ignored because you're not trying hard enough. You're being ignored because you're leading with what matters to you, not what matters to them.
Most business owners believe their customers care about their features, credentials, or world-class facilities. But your customer isn’t buying those things—they’re buying a feeling: confidence, relief, belonging, security, joy.
“Every customer is buying a feeling.
And when your message misses the feeling, it gets ignored.” – Laurie
You Don’t Need More Features.
You Need a Message That Resonates.Â
After 40+ years working with global brands and small businesses alike, we’ve discovered a simple truth:
The businesses that grow aren’t the ones that talk about themselves.
They’re the ones that understand their customer’s emotional world—and speak directly to it.
This course will show you how.
START LESSON 1 FOR FREE
WHAT YOU'LL LEARN
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In this course, you’ll learn:
- How to uncover the real emotional reason why your customer’s need your business.
- How to avoid the same mistake 99% of businesses make that cause them to fail to connect.
- A simple, foolproof framework that turns passive customers into lifelong, revenue generating fans.
- Tactical exercises that not only help you better understand your customer, but better speak and connect with them.Â
- Real examples from businesses that got it right (and those that didn’t).
THE FRAMEWORK: IT'S NOT YOUR STORY. IT'S THEIRS.
This isn’t about marketing fluff or chasing trends. It’s about changing how you see your customer—and how they see themselves in your story.
At the core of this course is a mindset shift: your customer is the hero, and your business helps guide them to their goal. Using our time-tested framework, you’ll learn to understand their emotional world, uncover what they’re really seeking, and craft messaging that positions your brand as the key to their transformation. Each module builds on the last, turning emotional insight into strategy—and strategy into messages that actually connect.
READY TO BUILD A BRAND THAT TRULY CONNECTS?
MODULE 1
Your Customer, The Hero
Why your customer is the story’s main character—not you
Defining emotional insight (with examples)
Case studies showing before/after messaging transformations
MODULE 2
Identify & Understand Your Hero
Who is your “Primary Customer” and why it matters
How to uncover the emotional core of their problem
Empathy immersion tools and exercises
Begin writing their story (Part 1: The Beginning)
MODULE 3
Discover Your Emotional Insight
Define what sets your customer journey apart
Map your customer's full emotional arc (Before, During, After)
Learn how to stand out in a “sea of sameness”
Draft your core emotional insight (with validation checklist)
MODULE 4
Build Messaging That Connects
Translate insights into brand positioning
Write your core narrative (Part 2: The Middle)
Apply the 7 principles of great brand writing
MODULE 5
Apply The Message Everywhere
 Learn how to message across platforms
Website, social, email, sales, and customer service examples
Audit tools to fix underperforming messaging
MODULE 6
Stay Resonant
Recap and refine your full message
Tools for keeping your brand authentic as you grow
Optional final project to cement your learning
BONUS
Reaching High-Net-Worth Customers
How High-Net-Worth audiences think differently
Using emotional archetypes to elevate your offer
WHY DOES THIS FRAMEWORK WORK?
Rooted in emotional insight and real-world brand psychology.Â
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Based on the timeless Hero’s Journey narrative structure
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Tested and proven with hundreds of businesses
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Custom-built tools, writing frameworks, and exercises
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Built for both high-touch and low-involvement categories
MEET YOUR INSTRUCTOR
MEET LAURENCE
Laurie has spent over four decades behind the scenes helping some of North America’s top-performing brands get their message right. His obsession? Helping small and midsize businesses find the emotional truth at the heart of their customer's journey—then turning that truth into messaging that connects, converts, and creates lifelong fans.
GET STARTED TODAY!
UNLOCKING CUSTOMER POTENTIAL
Pre-order now, get 50% off!
Course launching in September, 2025
Pre-Order Pricing
REGISTER NOWFREEÂ CANCELLATION AND 14-DAY MONEY BACK GUARANTEE
If you change your mind at any point before the course is launched, cancel anytime and get a full refund. Once the course is launched, if within 14 days you are unsatisfied with your purchase cancel and get a full refund.Â
BUILD A BRAND THAT CONNECTS
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If a customer chooses you to solve their problem, you have a business.
If they choose you because you understand their emotions—you have a brand.
Let’s build one together.