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?
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.
The Legacy Proﬁle team worked
and found clients.
1. Clients reported life-changing
2. One even jumped the contours
of the initial contract --
$15,000.00 -- to the tune of
3. Legacy Proﬁles had stepped
into a big pile of moola.
One small problem.
It turns out that the
Legacy Proﬁles team
couldn’t exactly say
Legacy Proﬁles does.
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!
Engineer wrestles with
human heart and the
Clamors for a rematch!
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?
Ha! A clue! Thus spoke a
“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
My daughters and
grandchildren will have
remembrance of how much
I loved each of them.”
Can you imagine trying to ﬁnd
what your company does by
customer? How crazy is that?
So they called us.
Because they didn’t know
what they were selling, or how
explain it concisely, they turned
Lucid Content. They thought, a
company with a name like Lucid
Content ought to help us
clarity about what the heck
So we did what we
We think. And we
go poking our
heads into all kinds
of stuff. Like this-
And then we thought for a
We needed a value
And a mission statement.
And a values statement.
We needed to get lucid for
one very big reason.
Lucid sells. Clarity sells.
If the whole world is
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”.
So ﬁrst came the mission
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
Then we tackled the values statement:
We believe in every person’s story. We
believe in the
power of storytelling and memory as
deeply human impulses that together
intimacy and meaning to every person’s
Then the value proposition.
“We help you honor your life and loved
guided, positive memories and by elegantly
your life story.”
“We’re Legacy Proﬁles. We help
you honor your life and loved
ones through guided, positive
memories and by elegantly
preserving your life story.”
So keeping in mind Lucid Content’s
- 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.
Wait! I didn’t see a tagline?
Don’t they need a tagline?