1. Richard Pelletier
Copywriter
Stories. People. Love.

2. One day,
a small
company got
hold of a BIG
idea.

3. People love stories.

4. Stories connect us.
Stories change lives.
Stories link our present to
our past.
“And then he kissed me.
Oh, my.”

5. And it was THAT quality
- connecting the present to
the past -
that really excited them.

6. Why?
The company founder had lost some
of his memory.
But he was an engineer.
So he developed software that
improved his memory.
Patent-pending.

7. One thing he remembered
very well.
He loved his family.

8. He also believed this:

9. So here is our memory challenged engineer’s idea.
What if memory enhancing software were used to
help people remember key parts of their lives?
And what if you added positive psychology to the
mix to help them remember their happiest life
stories and it all went into this really cool book?

10. Positive Psychology?
Memory-enhancing software?
Come again?

11. 1. Imagine a guided tour through all the stages of your life.
Childhood, adolescence, marriage. Imagine that you focus
mostly on the positive.
2. Imagine that this process is powerful and life-changing.
“I’ve never looked at my life this way before.”
3. Imagine a leather bound, preservation quality Legacy
Profile to be handed down to heirs. Like a precious
heirloom, or memoir.

12. Like This

13. Still with me?

14. Here’s the Legacy Profiles Team

15. The Legacy Profile team worked
hard
and found clients.
1. Clients reported life-changing
experiences.
2. One even jumped the contours
of the initial contract --
$15,000.00 -- to the tune of
$100,000.00.
3. Legacy Profiles had stepped
into a big pile of moola.

16. One small problem.
It turns out that the
compassionate, highly
intelligent, well-
educated
Legacy Profiles team
couldn’t exactly say
what
Legacy Profiles does.

17. We asked the founder: “What does your company do?”
Here’s his reply,
“We utilize memory-enhancing software, you know, we do it
in a fifteen hour process, we’re trying here to go into this
process of uncovering and enhancing people’s most
formative life experiences, their happy memories if you will,
um, so their relationships, you know, with themselves and
their families can only be enhanced through this software and
the creating and reviewing of this acid-free, leather bound
legacy profiles book. You know, that they can hand down to
their loved ones.”
Wow! 81 One sentence! 81 words!

18. Engineer wrestles with
the
human heart and the
English language!
Loses!
Clamors for a rematch!

19. So if they couldn’t say concisely
what their company did,
wouldn’t they have one heck of
hard time getting anyone to buy
what the company sold?

20. Ha! A clue! Thus spoke a
client:
“Recalling my happiest
family memories gave me an
insight into how to interact
and communicate more fully
with my daughters and
grandchildren. I feel deeply
gratified.
My daughters and
grandchildren will have
this permanent
remembrance of how much
I loved each of them.”

21. Can you imagine trying to find
out
what your company does by
asking a
customer? How crazy is that?

22. So they called us.
Because they didn’t know
exactly
what they were selling, or how
to
explain it concisely, they turned
to us,
Lucid Content. They thought, a
company with a name like Lucid
Content ought to help us
achieve some
clarity about what the heck
we’re doing
here.

23. So we did what we
always do.
We think. And we
go poking our
heads into all kinds
of stuff. Like this-

25. And then we thought for a
while longer.
We needed a value
proposition.
And a mission statement.
And a values statement.
We needed to get lucid for
one very big reason.

26. Lucid sells. Clarity sells.
If the whole world is
bombarded with
messages, your best chance
at getting through is to be
absolutely, clear. Lucid.
Clarity persuades, and has
been proven to be more
effective than “persuasion”.

27. So first came the mission
statement:
With compassionate, professional
guidance, Legacy Profiles helps
our clients to reclaim, preserve
and share the very best parts of
their life story. For themselves,
their families and their loved
ones. Forever.

28. Then we tackled the values statement:
We believe in every person’s story. We
believe in the
power of storytelling and memory as
healing,
deeply human impulses that together
bring greater
intimacy and meaning to every person’s
life.

29. Then the value proposition.
“We help you honor your life and loved
ones through
guided, positive memories and by elegantly
preserving
your life story.”

30. Hmmm... Sounds good. Say that
again?

31. “We’re Legacy Profiles. We help
you honor your life and loved
ones through guided, positive
memories and by elegantly
preserving your life story.”

32. So keeping in mind Lucid Content’s
key principles,
- Beautiful, lucid copy and design.
- A focus on the customer.
- A human voice.
- No hype or jargon.
we developed a new magazine ad.
Which the Legacy Profile team loved.

34. Wait! I didn’t see a tagline?
Don’t they need a tagline?

35. Legacy Profiles,
Inc.
Stories. People. Love.

36. Thank you. The end.

37. www.lucidcontent.com
503.621.2215
Richard@LucidContent.com