My Own Brand Journey
When I started helping people solve IRS tax problems, I was just another EA in a sea of tax professionals. I’m Carlos Samaniego, EA, and my early marketing efforts looked exactly like everyone else’s—formal language, stock photos of calculators, and generic promises to “help with your tax issues.”
Then everything changed.
Over the last few years, I’ve been following the direct response branding advice from email marketing maverick Ben Settle. His words hit me like a lightning bolt when he said:
“The goal isn’t to be liked by everyone, but to be loved by the people who matter to your business. Write to ONE person, solve their specific problems, and make them feel like you’re reading their mind.”
I stopped trying to sound like a typical tax professional and started speaking directly to people terrified of IRS letters. I told real stories about clients who thought they were doomed until we stepped in. I explained complex tax problems in plain language people could actually understand.
Taking this approach seriously transformed my business. No more generic messaging. No more trying to appeal to everyone. No more blending in with the competition.
The result? My business has skyrocketed.
Revenue is up. Client loyalty is through the roof. And I’m working with people who genuinely value what I bring to the table—peace of mind when facing the IRS.
The Direct Response Brand-Building Playbook
Most “branding experts” aren’t telling you the whole story.
They’ll sell you fluffy concepts about “brand essence” and “emotional alignment” while your bank account steadily drains.
Here’s the unvarnished truth: Your brand isn’t your logo, your colors, or your carefully crafted mission statement that nobody reads.
Your brand is what people say about you when you’re not in the room.
And the only way to influence that conversation? Deliver consistently. Make bold promises. Then keep them like your business depends on it (because it does).
Most businesses do branding backward.
They spend months agonizing over fonts and color schemes, then wonder why nobody pays attention to their “brand story.”
Here’s the actual formula:
- Solve real problems for real people
- Tell them exactly what you did (no fluff)
- Ask for the sale
- Repeat until wildly successful
Every single marketing message should drive action. Period.
This isn’t about “brand awareness” (the favorite phrase of marketers who can’t prove ROI). It’s about making offers so compelling that saying “no” makes your prospects uncomfortable.
Why Your Competitors’ Branding Falls Short (And How to Outshine Them)
Look around your industry. See all those identical websites? The same stock photos? The identical “we care about excellence” copy?
That’s your opportunity.
While they’re busy blending in, you can cut through the noise by being unmistakably YOU.
The market doesn’t need another ordinary brand playing it safe. It needs someone with the courage to say what everyone’s thinking but nobody’s saying.
Your prospects are drowning in boring. Be their lifeline.
The No-Nonsense Approach to Standing Out
The most successful marketers built their brands by telling it straight, day after day, to people who either love them or don’t (with nobody in between).
Their secret? They don’t worry about pleasing everyone.
They write consistently. They stand for something. They entertain while they sell.
And their bank accounts thank them for it.
Your prospects are getting 5,000+ marketing messages daily. If you sound like everyone else, you’re invisible.
The Only Brand-Building Plan You’ll Ever Need
- Take a clear position that some people won’t agree with
- Communicate it relentlessly
- Never compromise your core values
- Make it incredibly easy to buy from you
That’s it. That’s the whole game.
Your brand isn’t built in boardrooms. It’s built in the trenches—one customer interaction, one delivered promise, one problem solved at a time.
So stop overthinking it and start executing.
Your competition is distracted while you’re building an empire.
Time to get to work.