2017

MICHELLE SEILER TUCKER

STYLE GUIDE
 TABLE OF CONTENTS
VISION & PHILOSOPHY 04 OUR PRODUCTS 28

BRAND ESSENCE 06 OUR VOICE 30

STYLE GUIDE COMPANY DETAILS 10 COPYWRITING GUIDELINES 32

2017-2018 ABOUT MICHELLE SEILER TUCKER 12 CORRESPONDENCE EMAIL 34

OUR TEAM 16 BLOGGING AND SOCIAL MEDIA SCHEDULE 36

BRANDABLE CHUNKS 18 SOCIAL MEDIA PROFILE INFORMATION 38

BUSINESS MODEL CANVAS 20 HOW IT WORKS 44

OUR PERSONAS 22 VISUAL EXPERIENCE 46

 VISION & The essence of the Seiler Tucker International brand

PHILOSOPHY
is a passion and focus on meeting the needs of
business owners who seek to sell their companies for
the maximum price possible. Armed with decades
of experience, attention to detail, and a database
of businesses for sale, and potential buyers Seiler
Tucker International closes 99% of written offers.
Seiler Tucker International sells businesses for an
average of 30-40% higher than list by matching the
right buyers with the right business. The company
also offers consulting services to companies that
must first grow or fix their businesses before they
can demand top price for their businesses.

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 BRAND
ESSENCE
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 C O M PA N Y N A M E Seiler Tucker International

OWNER/FOUNDER Michelle Seiler Tucker

URL www.michelletuckerinternational.com

COMPANY
MAILING ADDRESS Capital Business Solutions
400 Poydras Street, Ste. 1460
New Orleans, LA 70130

PHONE 1 (504) 525-1717 or

1 (877) 853-4227 DETAILS
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 MICHELLE SEILER TUCKER
IS THE INDUSTRY LEADER IN
SELLING BUSINESSES LIKE YOURS

Business experts and clients agree: Michelle Seiler

Tucker is the preeminent expert on buying and selling
businesses. She closes 99% of the offers she writes, and

ABOUT
gets a selling price that’s 30-40% — and sometimes
60% — higher on average.

This is not a fluke.

MICHELLE It’s the result of persistence, dedication to clients, and

the principles that Michelle’s had ever since she started
selling businesses.

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 MEET US
Led, mentored, and trained by Michelle Seiler Tucker,
the Seiler Tucker team is made up of highly effective
business brokers/M&A advisors and professionals. Each
team member has the passion and dedication needed,
not only to pay attention to details, but also to create a
big picture win-win for sellers and buyers.

OUR
TEAM
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 BRANDABLE
CHUNKS
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 COMPETITIVE
Full Name & Age: Gene Decker, 52 and Sara Decker, 44
Marital Status: Married
Occupation: Own and run a chain of four furniture
stores around Oklahoma City.
Annual Business Revenue: $1.75 million

OUR
Location: Fort Worth

Gene grew up in a cash-starved household, with a dad who bounced

from job to job. Gene was a young entrepreneur and salesman, and as
a young man worked at sales in a furniture store, eventually becoming

PERSONAS
sales manager. He met Sara in his 20s, while she was studying finance.
Eventually they bought their first furniture store, a long dream of Gene’s,
with him as chief salesman and her as head of finance.
They bought their first store 15 years ago, opened a second store two
years later and opened two more in the next decade. The three newer
stores are doing well, but the original store is falling behind. Gene and
Sara survived the great recession but their marriage has been rocky
lately, and the word divorce keeps coming up. They both want to sell the
business and move to California. Gene intends to take the sale money
and start or invest in a new business. In any event, they need help for
their next steps.

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 S P O N TA N E O U S METHODICAL
Full Name & Age: Shawn Moran, 52 Full Name & Age: Mark Sanchez, 35, Felicia Sanchez, 37.
Marital Status: Divorced Marital Status: Married
Occupation: Owns Custom Playground Manufacturer Occupation: Own Pest Control Business.
Annual Business Revenue: $710,000 Annual Business Revenue: $150,000
Location: Fort Worth Location: Tampa Bay, Fla.

Shawn is a former construction foreman, with 3 adult kids. His middle

Mark is a former real-estate appraiser who moved into pest control
son, Roy, works in the business. His business partner Donny, owns a
after seeing how bad termites affected the properties he inspected. He
small stake, is 46 and runs a mortgage brokerage as well.
became certified as a pest-control tech and with a good loan opened up
Shawn’s business as a custom-playground manufacturer lets parents use
their shop.
an app to design their own play sets. Shawn fabricates the parts and
They’ve done okay, but advertising costs more and marketing hasn’t
ships them anywhere in the continental U.S., along with building instruc-
worked. They’ve been losing clients. Mark is at a loss as to why, since his
tions (the company also offers installation for a fee).
is a red-carpet service, as well as affordable.
Shawn started the company in 2012 but only a few years later his small
Felicia is growing impatient and critical. They’re both working hard but
staff can’t keep up with orders and invoices.
bookings are on a steady decline. Felicia wants him to sell the business
Shawn is working too hard for too little profit. He and his partner are on
and look for something else, but Mark is stubborn. He knows his service
track for their worst-ever year, despite what should be success. They’re
is superior and can’t figure out why he isn’t growing at a rapid pace. They
both tempted to cut their losses and sell what they can, but they see
need someone to help with their business. If they sell, they want to sell
demand and keep hoping. They need their company fixed and he doesn’t
from a strong position, and they require someone who can help them fix
know a way out.
what ails them.

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 HUMANISTIC
Full Name & Age: Johnny Rosenthal, 42
COMPETITIVE S P O N TA N E O U S
Marital Status: Married

D E L I B E R AT E V S . Q U I C K
Occupation: Owns a chain of eleven frozen custard stores
Needs Endorsements Needs Testimonials
Annual Business Revenue: $7 million
Location: Kansas City, Missouri

Johnny grew up dishing out custard at his dad’s shops (dad owned
three at the time). He learned the business and went from high school
to working full time for his father. When his father retired, Johnny took
over and expanded. He upgraded, added new ingredients, featured the
stores in creative advertising and his chain of stores did very well – one
was even grossing $1 million annually.
METHODICAL HUMANISTIC
But the business is taking its toll and Johnny doesn’t want to compro- Wants to see Case Studies Wants Stories
mise his increasingly precious home time with his wife and child, even if
the stores run like well-oiled machines, with the staff serving custard at
a blinding pace and shortening long lines with ease.
Johnny has looked into franchising, but isn’t convinced that the experi- LOGICAL VS. EMOTIONAL
ence can be duplicated. He’s also grown tired of the grind as much as he
loves the creativity of the marketing. The nuts and bolts of the business
have become painful for him. He has decided to sell, but wants sell to
someone committed to keep the brand (and his name) strong.

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 SELL
Seiler Tucker International sells businesses for more
then they are worth. We work with business owners
to prep their business for sale, walk with them through
every phase of the sale.

FIX

OUR Sometimes businesses have problems that must be

solved before they can command top dollar. Seiler
Tucker International consults with business owners to

SERVICES
help them fix their businesses and prep them for sale.

GROW
For some businesses to command top dollar from
buyers they simply need to scale up their company.
Seiler Tucker International consults with business
owners to support their efforts to grow their
companies and ready them for sale.

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 WHAT IS THE SEILER TUCKER INTERNATIONAL VOICE?
Always friendly, always matter-of fact, always respectful
and sometimes humorous.
Seiler Tucker International is involved in often-complicated transactions, so the language involving those trans-
actions should be direct but never flippant. We use terms that are clear and uncomplicated, without jargon. Our
voice is to the point and firm, but never off-putting, always approachable. When people are selling their businesses
their emotions run high, so the voice of Seiler Tucker International should respect those emotions, but the voice
should also be confident enough so that readers know they are in good hands with Seiler Tucker International
brokers.

OUR VOICE
We tell it to you straight, but we expect you to take the truth we speak and move on with it. Our voice is to the
point, in-your-face, but with a good attitude.

We can make statements that describe the truth, but we do it to serve you: our job is to help clients sell their
businesses for maximum profit in the shortest amount of time. Sometimes that means we need to talk tough, but
there’s respect and feeling in how we communicate.

There’s no fluff. We speak the truth, and clients wouldn’t be served if we held back from giving them the hard facts
about their business and their prospects. We want to use language that is friendly, firm, confident and considerate.

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 ANSWER In each email answer the questions the client has asked, but only answer questions to buyers
QUESTIONS if the buyer has been qualified to negotiate for the sale. Do not reveal anything confidential.
If you do not know the answer, be sure to acknowledge the question and let the questioners
DISCREETLY
know you’ll get back to them.
SPELLCHECK Read emails aloud to ensure that they sound correct, and to make double sure that you are
not revealing any proprietary information. Use proper business language and avoid slang,
YOUR EMAILS
but don’t be stuffy. Do not be sarcastic or irreverent, since negotiations are delicate. Be
cautious about tone: emails do not permit facial expression or vocal nuance – it’s better to
be sedate than humorous.. Email communications can be misunderstood.
SPELLING & Grammar is good, but keep the copy relatively informal, down to earth, yet professional. Be
conversational. Spellcheck your emails. Read them aloud to ensure that they sound correct
GRAMMAR
(if in doubt, ask a colleague to edit the email to be sure). Be sure to use proper language and
MATTER
avoid the use of slang. Do not be sarcastic or even irreverent (this can be misinterpreted). Be
cautious about tone: emails do not permit facial expression or vocal nuances, so what seems
like an offhand remark can be interpreted as something much more severe. Remember that
email communication can be misunderstood much easier then voice communication.
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WHAT WE STAND AGAINST
Seiler Tucker International represents business owners and entrepreneurs who want to sell their businesses
for the maximum amount of profit – in the shortest amount of time.
Selling a business can be a complex, emotionally entangled and often divisive process. It involves some-
times-difficult negotiations and an ability both to protect an owner’s confidentiality and proprietary infor-
mation but to be transparent about the business for the buyer.
As such, Seiler Tucker International stands for :
Honesty | Accurate and thorough due diligence | Top-to-bottom financial accountability.
Seiler Tucker International stands against:
»» Know-It-Alls. No one knows everything, and business owners aren’t always aware of what the ups and downs of their own businesses
might be. Business brokers come to the table prepared to discover what makes the business work or not.
»» Lack of Curiosity. Seiler Tucker International loves working with a variety of businesses, and takes nothing for granted. We’re open to
learning, and we need to be in order to help sellers tackle their biggest challenge: selling their life’s work.
»» Incomplete Disclosure: When sellers don’t tell Seiler Tucker International everything about the business they want to sell, there will
always be problems, because something always comes up that the seller didn’t disclose. Discretion is great, but full disclosure to the
broker is necessary.
»» DIY. There are too many variables in the sale of a business to rely on it yourself: it’s essential for sellers to work with a qualified business broker.
»» Blabbermouths. Sellers should never tell people they’re selling.
»» Hemming and hawing. It’s important to know why you want to sell and what you want to do after the sale. Most sellers have Seller’s
Remorse: but Seiler Tucker International knows how to calm nerves and help sellers move forward.
»» Relying on Real Estate Brokers, CPAs or Lawyers. Such experts are necessary – but they shouldn’t be involved in either the valuation
or the sale of a business. The don’t have the experience, and they can’t anticipate when things go wrong. And things always go wrong
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 STYLE OF COMMUNICATION
All email signature lines for all team members are to have
the following information:
»» Name
»» Phone number
»» Firm Name and Address
»» Email address
»» Hours of Operation

KEEP IT PROFESSIONAL
As our company is a professional company, and all
client communications will remain friendly and personal,
please address clients by their first name. Be sure to use CORRESPONDENCE
EMAIL
complete sentences and friendly greetings.

GET TO THE POINT

Our clients are busy, and many of them are busy business
owners; keep your communication brief and to the point.
Be polite and professional.

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 SPELLING AND GRAMMAR MATTER
Be sure to use proper language and avoid use of slang. Do not communicate sarcasm or make jokes that
could be perceived as rude. Remember that email communication can be mis-read more easily than voice
communication.

ANSWER ALL QUESTIONS

In each email directly answer the questions the client has asked. If you do not know the answer be sure to
acknowledge the question and let them know you’ll get back to them.

NO FORWARDING
Do no forward chain letters, jokes or any sort of spam mail to clients.

Sign off for Company

In your service,
Michelle Seiler Tucker
Phone number
Firm Name and Address
Email address
Hours of Operation

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 CONTENT PILLARS: HOW-TO
We recommend you use “content pillars” as part of
the online interactions that form your social media
campaign.

BLOGGING AND
Content pillars display your attitude while directing
your readers to your services and offerings. They foster
general brand awareness so more and more people will
learn about you and what you do. Our goal is to make

SOCIAL MEDIA
the content so valuable that people will share it, thus
increasing your reach.

SCHEDULE
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 THERE ARE 5 TYPES
OF CONTENT PILLARS:
QUOTATIONS:
All email signature lines for all team members are to
have the following information Inspirational quotations
create new connections between your brand and
ideas that readers have either heard before and now
consider in a new way, or are reading for the first time,
which causes them to associate the emotional value
of the quotation with your brand or product.
We’ll post quotes once a week, so we don’t overwhelm
users with too much inspirational content, including
the ‘The Profit Speaks’ Blog Posts and angles of
approach blogs.
NEWS
We show readers you’re constantly aware of what
concerns and interests them by providing them with
the latest information relevant to your brand and their
interests. This posts once a day at 11 am.
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ANGLES OF APPROACH:
Every week we’ll post 4 pieces of Angles of Approach
CONTENT
POSTING
content: 2 angles of approach blogs, each promoted
with 1 text post and 1 smarter ad.
BLOG POST LINKING
Blog posts enable your tribe to learn about you in
SCHEDULE
depth, and give them the opportunity to engage in
Though it may seem like this is a lot of content,
dialogue with you through the comments section. Like
Angles of Approach, each week we’ll post 4 pieces but different people engage with social media at
of “The Profit Speaks” content: 2 “The Profit Speaks” different times of day. The average user is not likely
blogs, each promoted with 1 text post and 1 smarter ad. to see everything posted. Because of the various
This content will also be supported by Facebook ads.
algorithms used by social media, potential readers
may not see what was posted before they logged on.
BLOG POST LINKING
Smarter ad posts combine an with an appropriate
photograph with a message derived from the blog
posts, inspiring users to share them and their links to
the blogs.
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 1. LOGO 3. ADDITIONAL INFO
2

1) The Logo Symbol A. COLORS CMYK

Pantone
C21 M24 Y66 K5
297C
The four-leaf clover is a rare variation of the common three-leaf clover. According Our primary palette consists of two RGB R206 G182 B184

to tradition, such clovers bring good luck. In Seiler Tucker, it brings selling, fixing, colours: Navy Blue and Gold. These co-
growing and buying luck. lours are at the core of our look and feel 100 % 80 % 60 % 40 % 20 %

and should account for about 80% of CMYK C100 M89 Y40 K38
2) The Logo Font colour within communications. Pantone
RGB
297C
R24 G39 B78
The design is based on the letterforms of capitalis monumentalis or Roman square
capitals, as used for the inscription at the base of Trajan’s Column from which the 100 % 80 % 60 % 40 % 20 %
typeface takes its name. 1

B. CLEARSPACE
To ensure legibility, the logo should 1
/2 x 1
/2 x

always be surrounded by an area of

clear space which remains free of other
2. ICONS
x x
elements, such as type and imagery.
The example on the right illustrates the 1
/2 x 1
/2 x
minimum recommended clear space
area for the logo.
The main goal for this set of icons, is to have flexibility, while maintaining a
high legibility. The strict adherence to a grid system also helps keep the look
of the set consistent. While the icons are minimal in style they are highly
stylized yet subtle enough to be easily incorporated into most design pieces.
C. RESTRICTIONS (what NOT to do)
Seiler Tucker logo should always be used
with brand colours. Never have effects
like stretching, stroke or glow. Logo
shouldn’t be cutted from the slogan.
DON’T STRETCH DON’T RECOLOR DON’T CUT

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 Aa
AaBbCcDdEeFfGgHhIiJj
KkLmMnNoOpPqQrRsSt

PRIMARY COLORS FONTS TUuVvWwXxYyZz

0123456789
(!@#$%^&?...)
Here are the guidelines The quick brown fox jumps
regarding fonts for both print Gotham Bold over the lazy fox.
and web application. NO font

Aa
should ever be substituted AaBbCcDdEeFfGgHhIiJj
(with the exception of web KkLmMnNoOpPqQrRsSt
alternatives in the case of our TUuVvWwXxYyZz
0123456789
fonts not being available).
(!@#$%^&?...)
PANTONE 2767 C PANTONE 617 C The quick brown fox jumps
Gotham Book over the lazy fox.
FOR WEB USE

Aa
FOR WEB USE
R: 22 G: 37 B: 72 R: 205 G: 180 B: 91
FOR PRINTING USE FOR PRINTING USE
AaBbCcDdEeFfGgHhIiJj
C: 98 M: 88 Y: 42 K: 43 C: 22 M: 25 Y: 77 K:0 KkLmMnNoOpPqQrRsSt
HEX: # 162548 HEX: #CDB45C TUuVvWwXxYyZz
0123456789
(!@#$%^&?...)
The quick brown fox jumps
Gotham Light over the lazy fox.

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 PRINT TYPOGRAPHY TYPE SETTING

Gotham Bold

HEADING ONE }
Regular:50 pt (adjust based on document)
Tracking: 0

{ HEADING ONE
Align: Left
Gotham Bold
Case: All Caps
Case: All Caps
Adjust based on title length
Shorten title if necessary

Gotham Bold
{ HEADING TWO HEADING TWO } Gotham Medium Case: All Caps
Case: All Caps
Regular:16 pt (adjust based on Document) Adjust based on title length
Leading: 0 Do Not leave orphans
Tracking: 0 Shorten title if necessary
Gotham Medium Align: Left
{ HEADING THREE
Case: All Caps

{
AN INTRODUCTORY PARAGRAPH IS A GREAT WAY Gotham Medium Case: All Caps
Gotham Light { HEADING FOUR Regular:11 pt No orphans or widows
Case: All Caps TO SUMMARISE THE CONTENT BEFORE THE READER
Leading: 17
REALLY DIGS INTO THE DETAIL OF YOUR STORY. Tracking: 0
Align: Left
Gotham Light
{ AN I NT RO D UCTO RY PARAGRAPH I S A G R E AT WAY TO S U M M A R IZ E T H E CON T E N T
This is a paragraph, which will probably be the most common

{
Case: All Caps B E FO RE T HE RE AD E R RE AL LY D I GS I NTO T H E D E TA IL OF YOU R STORY.
Gotham Book Case: Regular
element. Est intBor suntiur? On re num ne numet ant quissi
Regular:11 pt No orphans or widows
dus ex exerovit optatur? Ebis sum in pratur? Quiam que laut Leading: 17

{
Gotham Light This is a paragraph, which will probably be the most common element. Est intBor
Case: Regular suntiur? On re num ne numet ant quissi dus ex exerovit optatur? Ebis sum in eum es ex estrum faccatem reperum laborum quisinv. Tracking: 0
pratur? Quiam que laut eum es ex estrum faccatem reperum laborum quisinv. Align: Left

{ {
Gotham Light Italic “This is a blockquote, an element that represents a section that is being “This is a blockquote, an element that represents a section Gotham Book Italic Case: Regular
Case: Regular
quoted from another source.”
that is being quoted from another source.” Regular: 11 No orphans or widows
Leading: 17
Tracking: 0
Align: Left

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S A M P L E S O F A P P L I C AT I O N P R E S E N TAT I O N G U I D E L I N E S P P T & K E Y N OT E

FONTS DESIGN
FONT COLOR CHOICES
H1- GOTHAM BOLD
» »Please only use color as text
»»See guidelines.
emphasis, and use very sparingly.
»»No bold, no italics, no shadows

H2-GOTHAM MEDIUM BACKGROUND CHOICES

»»See guidelines.
»»No bold, no shadows,
use italics sparingly
BODY - GOTHAM BOOK
»»See typography on page
25 for guidelines.
»»Use your best design judgment
» »Fac tus, que publis tenampernis morae
IMAGES
» »Iquam fachintem tus, que mo estra,
con vilinat iaecerem etea sent.
» »Ublius percerum tuam hoc viris est vere nihi.
» »Non te nondiem iamqumorus cauctuam reore.

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 S L I D E A N I M AT I O N G U I D E L I N E S P R E S E N TAT I O N G U I D E L I N E S P P T & K E Y N OT E

FOR ENTIRE PRESENTATION, PLEASE USE 3 OR FEWER OF THE FOLLOWING ANIMATION STYLES
• Slide transitions for slide entrance
• Transitions bullet points (enter and exit)
• Image animations

»»Title always to appear on transition (no click to enter)

»»Bullets to always enter on click
»»Videos to start on click
»»When in doubt about animation styles, go for simple

EDITING

»»If the sentence is >12 words, no punctuation

»»If the sentence is < 12 words, add punctuation

»»Headline punctuation: None, unless there is an ellipse leading into next section of text

INTERNAL STYLE NOTES

»»No Oxford commas

»»Capital letters in titles: When formal title, capitalize all words except a,
an, the, at, after, by, along, for, from, of, on, to, with, without.
»»All nouns, pronouns, adjectives, verbs and adverbs should be capitalized.
»»The first and last words should always be capitalized, even if they’re in the above list.
»»Subordinate conjunctions, such as after, as, because, how, who, if, than, what,
why, that, when, where, whether & while should be capitalized

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 I M AG E RY F O R P R I N T & W E B

PRINT

A. BUSINESS CARD
IMAGERY
Business card is designed to look 100%
quality. That’s the reason why it has a This example shows the use
gold foil texture embossed.
Michelle SeilerTucker
kathy.ade@smar tgph.com of images. Use always images
Mobile 240.708.2555
Phone 443.552.1549
color. Add Gold or Navy
FRONT FRONT
Blue shaped backgrounds to
B. LETTERHEAD
support text legibility.
This letterhead is aligned to the pattern Photos should always have a
used in the business card but this time it
natural look, not over possed
Dear Lorem Ipsum,

is used in a subtle gradient. Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Fusce in dapibus nisl. Duis vehicula leo sed

or exaggerated expressions.
aliquam molestie. Integer a aliquet arcu. Aliquam
luctus lacus nulla, eget volutpat ex sagittis non.
Suspendisse vel nisl eget justo ultricies aliquet. Sed
fringilla est sed ligula tincidunt, et ultricies purus

Do not use gradients with

bibendum. Aliquam eu porta augue. Vivamus tris-
tique nibh sed diam vulputate, vitae finibus dui
facilisis. Proin ac metus at ex placerat porttitor.
Proin nec felis a leo rutrum fermentum. In hac
habitasse platea dictumst.

Quisque eget dictum nisl. Donec ut iaculis lacus, ac

multiple colours.
blandit augue. Proin et scelerisque eros. Morbi ac
nisi in augue vestibulum imperdiet maximus non
libero. Mauris ut augue at ipsum faucibus suscipit.
Fusce posuere, purus sed dignissim ultrices, nisl
justo pulvinar purus, nec fringilla felis elit at velit.
Mauris arcu ligula, dapibus sit amet dapibus eu,
mattis vel erat. Donec scelerisque lorem nisi, et
sagittis mi tempus ac. Praesent ultrices eget nisl
sed lobortis. Integer nisl magna, dapibus et condi-
mentum nec, ultricies quis purus. Etiam porta
accumsan libero ac convallis. Aliquam vestibulum
eget velit sit amet efficitur. Nulla pretium lectus est,
facilisis interdum odio facilisis eget. Ut semper, nisl
at pharetra lacinia, leo nulla pharetra ipsum, quis
fermentum ipsum magna vitae sem. Curabitur quis
laoreet ante. Fusce sed nulla et ipsum congue
consequatsequat aliquet nunc non feugiat. Nulla
finibus libero a tellus congue, in tincidunt sapien
bibendum.
MICHEL LE SEILER TUCK ER
Letterhea d
Best regards,
August 8th. | 2018 Lorem Ipsum.

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 POSTER SAMPLES

CONTACT INFORMATION

Address: Capital Business Solutions

400 Poydras Street, Ste. 1460
New Orleans, LA 70130
Tel: 1 (504) 525-1717 or
1 (877) 853-4227

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