■ Track record
20 years of B2B messaging for clients including Microsoft, Amazon, and Google.
Additional clients include
- C-01Hyper BrewSoftware automation for commercial entertainment companies
- C-02SwurlPaid peer-critique community for experienced professionals
- C-03Northwest Event ShowAnnual trade show for Seattle’s events industry
- C-04CoinTerminalToken launchpad and USDT credit card for retail crypto buyers
■ The diagnosis
A writer without a messaging strategy is an interior designer without blueprints.
Your product isn't the problem. Your messaging is.
When your message sounds like everyone else’s, buyers can't tell why you matter. That's when deals stall, sales reps improvise, and good products get mistaken for replaceable ones.
The usual fix is hiring a copywriter. That's backwards. Brand Autopsy draws the blueprints. Then the words.
■ The examination
Every autopsy starts with an examination.
Three findings show up in almost every broken message. Recognize any of these:
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Finding 01
Talking to the wrong buyer
You're pitching the people who use your product, not the people who approve the purchase.
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Finding 02
Telling different stories
Your website says one thing. Your sales deck says another. Your reps fill in the gaps. Buyers get confused, and confused buyers don't buy.
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Finding 03
Deals go quiet
Somewhere between "sounds great" and "let's do it," you don’t know why your pipeline slowly bleeds out.
■ The evidence
Documented outcomes
Business outcomes from diagnosed messaging failures.
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Enterprise technology company
Recovered revenue after shifting the story from features to outcomes.
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Software automation studio
Qualified lead lift after one event message rewrite.
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Major online retailer
Rate increase in app adoption once the offer was explained in audience-friendly language.
■ Testimony
Witness statements
What clients said after the autopsy.
“Brand Autopsy fixed what we couldn't see. We saw a 78% boost in qualified leads from Adobe Max 2025 vs 2024. We’ve hired them again for 2026.”
“We struggled to reach the right people. But the messaging system Brand Autopsy built is what allowed Swurl to resonate with our audience.”
“As COO of The Futur, I brought Eric in to sharpen our internal messaging. People assume messaging is only for the market. Eric showed us it works inside the company too.”
■ Procedure
How it works
By the end, you'll know exactly why deals went quiet and have the messaging system to make sure they don't.
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The Intake
Before we touch a single word, we learn your business, your buyers, and where the story keeps breaking down. We bring 20+ years of outside perspective you’re too close to see.
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The Diagnosis
You stop guessing why deals stalled. For the first time, you see exactly where buyers lost confidence and what to say instead.
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The Prescription
You get the right message for each buyer. It works across every channel. And it stays yours no matter where it shows up.
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The System
Your message works without you in the room. Every rep, every deck, every email. Just one story that builds trust from first touch to signed deal.
■ Services
Three ways to work together
You’re not buying a deliverable. You’re bringing in a senior partner who learns your business, moves fast, and stays invested in how your story performs.
- ExperienceEvery engagement is led by Eric S. Moore, with 20+ years of B2B messaging behind it. No hand-offs to a junior team.
- SpeedDiagnosis in 1–2 weeks. New website pages in 2–3. A full system in 4–6. Weeks, not quarters.
- PartnershipReal interviews, real judgment, and someone who picks up the phone. Not copy-pasted AI output.
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The Examination
- Fee
- Starting at$3,000
- Duration
- 1–2 weeks
- Your team
- About 2 hours
Need to know what’s broken before you try to fix it?
We take a focused look at your highest-stakes assets, show you exactly where the story breaks, and give you a short, practical plan your team can use right away.
What you get
- Review of 1–2 key flows, like your homepage and core sales deck
- 5–7 specific findings on what’s helping and hurting your message
- 3 priority “fix this next” recommendations
- 3–5 headline and value prop options to test right away
- 60-minute findings call, recorded
Best fit if
- You know something’s off but aren’t ready for a full project
- You’re about to relaunch a site, deck, or campaign and want a sanity check
- Deals keep stalling and you don’t know why
Upgrade credit: Move on to the Blueprint within 60 days and part of your Examination fee goes toward it.
Book an autopsy → -
The Resuscitation
- Fee
- Starting at$9,500
- Duration
- 2–3 weeks
- Your team
- About 5 hours
Is your website losing deals your sales team should be winning?
We reset your positioning and rewrite the pages that drive revenue. You get production-ready copy on simple wireframes, ready for your team to build.
What you get
- Positioning options, ranked
- Up to 3 revenue pages: home or landing, plus services
- Production-ready copy on wireframes
- One round of revisions
Book an autopsy →Best fit if
- Your site gets traffic but not the right leads
- Your homepage says what you do, not why it matters
- You have a team to build the pages, just not the words
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The Blueprint
- Fee
- Starting at$14,500
- Duration
- 4–6 weeks
- Your team
- About 8 hours
Need more than a diagnosis?
We rebuild your story as a system your whole team can use: on your website, in your emails, and in every sales conversation.
What you get
- Customer and stakeholder interviews
- Core narrative and outcome pillars, with proof
- Voice and language rules
- Website messaging for up to 3 revenue pages
- Email messaging
- Walkthrough and handoff session
Book an autopsy →Best fit if
- Your website, sales team, and emails are telling different stories
- You’re tired of being the one who has to explain the business every time
- You need a system your team can use without you in the room
Ongoing partnershipYour case stays open.
A new story only works if it holds up as your team ships campaigns, decks, and emails. After any project, keep us on as the editor of your story. We review your key assets each month, keep your approved language current, coach your sales team, and check the numbers every quarter.
From $2,500/month · 3-month minimum■ Questions
Before you book
The questions people ask most before their first call.
Q-01Will this work for my business?
That depends on what’s actually broken, and we won’t know until we look. Every engagement opens with a diagnosis before we recommend anything bigger. If we’re not the right fit, we’ll tell you.
Q-02What if I don't know where to start?
You don’t have to start big. Most engagements begin with the Examination. In 1–2 weeks, you see where the message is bleeding, what’s worth fixing now, and whether you need more. If you move on to the Blueprint within 60 days, part of that fee goes toward it.
Q-03How long does it take?
It depends on the engagement. The Examination takes 1–2 weeks, the Resuscitation takes 2–3 weeks, and the Blueprint takes 4–6 weeks. You get a clear timeline upfront, so you always know where you are in the process.
Q-04How is this different from hiring a copywriter?
Copywriters write the words. Brand Autopsy helps you figure out what those words need to say. And we build the messaging system so your team keeps saying the same thing everywhere.
That’s why clients bring us in before they brief a writer. We fix the message underneath so their copy has something solid to stand on.
Q-05Do you use AI?
Yes, as a tool. It speeds up research and first drafts. It doesn’t replace the work that matters: talking to your customers, deciding what your story should be, and judging every line before it reaches you.
Every recommendation comes from Eric S. Moore, not a prompt.
Q-06What if we've already tried fixing our messaging and it didn't work?
The most common reason clients come to us is a messaging symptom mistaken for the whole problem. New copy. New website. New deck. None of those changes worked because the root cause was never diagnosed. That’s exactly where Brand Autopsy starts.
Q-07What happens after the project ends?
Your case stays open. You can keep us on as the editor of your story. Each month we review your key assets, keep your approved language current, and coach your sales team. Every quarter we check the numbers and tell you what to tighten.
Ongoing support starts at $2,500/month, with a 3-month minimum.
■ Verdict
You already know something's off. Let's find out what.
30 minutes. Free. An honest conversation about whether Brand Autopsy is the right fit.
What happens on the call
- You tell me where deals are stalling.
- I tell you what I’d look at first, even if you never hire me.
- If we’re not a fit, I’ll say so.
