# CE Pitch Strategy Framework This document defines how to angle a CE pitch for any brand. Use during Phase 5 of research. --- ## The Four Pitch Angles Choose ONE based on the brand's situation. This angle drives the hero headline and problem section. ### 1. Activate the Brand **When to use:** Brand has recently rebranded or refreshed visual identity, but it hasn't landed consistently across channels. Assets exist; execution doesn't. **Hero headline pattern:** "[Brand] built the brand. CE activates it." or "Your [year] brand refresh, finally deployed." **Problem section framing:** The investment happened. The brief was written. The assets exist. But the brand still doesn't feel coherent in the market. **Example:** Cropster — 2024 brand refresh with illustration system and new visual language, but under-deployed across their four product audiences. --- ### 2. Build for Growth **When to use:** Brand has received funding (PE, VC, Series B+) and faces a growth mandate without the internal team to execute. **Hero headline pattern:** "Marketing that moves as fast as [their growth metric]." or "[Investor] expects results. CE delivers them." **Problem section framing:** Post-funding, expectations jump but headcount doesn't. The gap between ambition and execution grows every quarter. **Example:** Any PE-backed SaaS post-acquisition. --- ### 3. Fix the Funnel **When to use:** Brand has strong brand awareness but poor conversion — good traffic, weak leads, low activation rates. **Hero headline pattern:** "Awareness without pipeline is expensive." or "[Brand] deserves a funnel that converts." **Problem section framing:** Marketing is visible but the connection to revenue is broken. Beautiful brand, unclear path to pipeline. --- ### 4. Own the Category **When to use:** Brand is in a competitive, undifferentiated market and needs to establish clear category leadership. **Hero headline pattern:** "The [category] brand that everyone compares against." or "Category leaders don't follow. They define." **Problem section framing:** Every competitor sounds the same. Nobody is saying anything worth remembering. --- ## Hero Headline Formula **Structure:** `[Specific situation or speed metaphor] + [em-tagged key phrase]` **Rules:** - The `` tag wraps the most important 3–5 words — they appear in CE red - No clichés: "unlock", "empower", "leverage", "transform", "disrupt" - Must feel specific to THIS brand — not interchangeable with any SaaS company - Under 12 words total **Good examples:** - "Marketing that moves as fast as the *coffee supply chain.*" - "Your 2024 brand refresh. *Finally deployed.*" - "Four audiences. One production engine. *Zero agency overhead.*" **Bad examples:** - "Transforming your marketing with AI" ← generic, banned - "Unlock your brand's potential" ← banned phrases **Process:** Generate 5 options → present to Lukas → he picks one --- ## CE Model Section — The Fixed Copy These two paragraphs are **approved and fixed** — do not rewrite them per pitch: > CE isn't an agency. It's a system — built by us, encoding 20+ years of brand and marketing judgment into how it thinks, prioritises, and executes. No account teams, no hours being billed, no one who needs to be in the room. The work happens because the expertise is already inside it. > The one thing the system doesn't carry is your brand knowledge. That's not a gap — that's the design. Your brand person brings the instincts, the institutional memory, the voice that took years to earn — and the system multiplies it. What used to require a full creative team now runs on the one person who understood your brand best all along. They stop executing. They start directing something that actually scales. **The only card to customize** in the 6-card grid is "Domain-native" (card 2). Change the title and description to reflect the specific industry/vertical: - Coffee/beverage: "Coffee-native" — "We know RI5. We know the supply chain. We studied Cropster before this conversation." - FinTech: "FinTech-native" — "We know the compliance constraints. We know what converts in regulated markets." - HealthTech: "Healthcare-native" — "We know the regulatory language. We know what builds trust with clinicians." --- ## Copy Rules (All Sections) - **Card body copy:** Max 1 sentence. No exceptions. - **No corporate clichés:** leverage, unlock, empower, synergy, seamless, robust, holistic, transformative - **Specificity over generality:** Name actual products, markets, numbers - **Sounds like a founder** who knows the industry — not a vendor selling features - **Active voice** — "CE builds" not "CE can help build" --- ## Lukas Bio Template Adapt the second sentence to reference the brand's specific world: > "I've spent years inside [industry description] watching companies [specific pain point they've observed]. I built CE's go-to-market around that exact gap — I know where conversion breaks and what it takes to fix it." Example for Cropster: > "I've spent years inside enterprise SaaS watching companies onboard, pull great data, then stall on growth. I built CE's go-to-market around that exact gap — I know where conversion breaks and what it takes to fix it." --- ## Team Desc (below h2 in Team section) > "Founders scaled brands from presidential campaigns to public companies. [Lukas-specific credibility sentence for this brand]." Example for Cropster: > "Founders scaled brands from presidential campaigns to public companies. Lukas knows Cropster's world — he's spent years inside enterprise SaaS watching the exact gap CE fills."