■ Case 001
Coin Terminal · Crypto payments
Treatment: The Blueprint
No one at Coin Terminal could explain their crypto card in one sentence. Eight weeks later, everyone could.
- $400K
In partnership contracts from the repositioned messaging
- 4
Crypto communities signed B2B partnerships
- 8 wks
From zero live users to a launch-ready story
■ Evidence
Same card. Different promise.
The original page led with three features and no reason to care. The new one leads with a single promise a buyer can test, from first sketch to shipped page.
“Highest yields. The best staking APY. Pure fee minimization.” Three features, no buyer, no reason to switch.
“The only travel crypto card you’ll ever need.” One audience, one promise, and a claim a competitor would have to disprove.
The sketch became the page: the same promise, headline first, with the subhead carrying the proof.
■ Testimony
“Eric found the gap our competitors left open and built language around it.”
Bisma Khan, CMO, Coin Terminal
■ The case file
00About the projectClient, sector, team
01SymptomsFeature-itis before launch
Coin Terminal’s Onyx card was ready to launch. Free virtual cards. 30% travel discounts. Faster onboarding than any competitor.
The product wasn’t the problem. The pitch was. No one at Coin Terminal could explain the card in a single sentence. They led with features instead of what those features did for a customer.
Launch was eight weeks away. Zero live users. No room for confused customers.
02DiagnosisThe gap nobody was serving
We tore apart five competitors. Not just their marketing sites: their actual products, pricing, and user complaints.
Then we went to Reddit, where real users complain. Customers of the market leader were furious about $10 card fees, failed transactions, and support that never answered.
No one served crypto earners in these markets who needed everyday spending and travel perks in one card. That was the gap.
03TreatmentMessaging you can test
We made the messaging falsifiable: claims a buyer could check and a competitor would have to answer.
“The only travel crypto card you’ll ever need.”
“Tired of paying card fees? Onyx is free.”
Safe, vague messaging creates nothing. Tension creates interest. Every page, email, and conversation was then built around that one promise and a voice the team could actually use.
04Outcome$400K in partnerships
With one clear story to point to, Coin Terminal signed B2B partnerships with four crypto communities, worth $400K in partnership contracts.
05What they walked away with6 deliverables
- Homepage copy: hero, problem, benefits, proof, and call to action
- Landing page copy localized for key markets
- Email templates for onboarding, re-engagement, and shipping
- A 15-page messaging playbook on how to talk to their market
- A 90-minute validation workshop with live CMO coaching
- A 4-tier competitive analysis across 5 competitors and 62 sources
■ Verdict
You already know something's off. Let's find out what.
45 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.
