April 29th, 2018 - Brand

You like-a da juice huh?

Tell a story that no one can resist

I was invited to speak to a group of entrepreneurs recently and the introduction involved me answering a few questions about myself – you know the usual what book is on your night stand kind of thing. As someone who’s been a little obsessed with work, I struggled to make me sound even a little bit interesting, until I got to the question about pizza. I was then able to deliver an essay on this vital topic. 

Best pizza topping?

Finding the perfect pizza is an issue. And let’s face it … it’s rarely about one topping. It’s about how it all comes together and it starts with the sauce. I think the world is divided into two types of people, those who love lots of saucy sauce on their pizza and those who don’t. 

As an aside, this great sauce debate always makes me think of one of my husband’s favourite SNL lines – which he adapts from juice to sauce – “You like-a da sauce, huh?” 

Um, no. No, I don’t. I am not a saucy saucerson. I’m a sauce MINIMALIST and that is why I can only order from a particular pizza joint and can only order one particular pizza – which makes the question, ‘Best Pizza Topping?’ irrelevant. 

The question should be, best pizza? Too which I would answer: The Beltline because of its barely there sauce, double smoked bacon, smoked mozzarella and, are you ready for it … maple syrup. 

I went on to finish the Q & A, spending hours delivering my thoughts on using BRAND to attract PREMIUM CUSTOMERS, hit the send, and the discussion started:

And it continued with 45 comments arriving in the blink of an eye as people argued sauce quantities and extolled the virtues of maple syrup. One disturbing person even sullies their coffee with the stuff which was hard to take because you know I take my coffee seriously. 

People love details and connection. They love to see themselves in a scenario. Do they like sauce or don’t they? These are things that strangely evoke emotion and draw people into the story. 

And that’s what good writers do … they tell stories that no one can resist.

I’m going to pause here, as I want to introduce you to one of my favourite writers and storytellers, Jenn Whinnem. Jenn is a friend and colleague and I’m thrilled she is joining my recently announced course as a guest mentor. Jenn will teach you how to define your Brand Voice as a big part of having a brand is setting up the script, style, and scene your customers want from you.

Want to get to know Jenn? I’ve included her bio below and a link to her recent blog about wooing the likes of Elon Musk.  

PS. When you’re done reading Jenn, you’ll definitely want to join her to discover those juicy Red Carpet Secrets in the upcoming course. Grab your early bird spot and save $200 here. 

Ready to unlock the secrets to attracting premium customers?
Blackcoffee’s elite mentorship program is for you.

I Want The Red Carpet Secrets


On my very first call with Shannon, she got me, she got my business and not just the way I saw it – BEYOND the way I saw it. She had this clear vision of where I needed to go and how I needed to get there, and suddenly I was excited about my work again, as my whole perspective on the future of my company just blew wide open.

– Caroline Mays, Business Owner, California, USA 


Jenn Whinnem is the creator of Obsession Eleven, a red-hot, proprietary copywriting + editing process that takes bland & blah language & spins it into gold. Through words, Jenn can dramatically change your product, service, business, or idea into something your customers are simply obsessed with and just can’t wait to buy. Because being “well-written” isn’t merely a luxury – it’s the difference between business or death.

Buckle up because Jenn will show you exactly how she creates the lexicon that will transform your business into the brand it was always meant to be. Other copywriters put lipstick on the caterpillar, but Jenn is the chrysalis that turns your copy into a butterfly.

Jenn attended Sarah Lawrence College for poetry the same year as Academy Award winner Jordan Peele, and although they hung out a few times, she’s 97% sure he has no memory of her whatsoever.

Also: New Haven pizza is God. Accept no substitute.  

Want to know more? Check out Jenn’s blog How I Used Obsession Eleven To Woo Elon Musk.   www.obsessioneleven.com/blog/obsession-eleven-pillar-one


I absolutely loved working with Shannon through her mentorship process to understand my premium clients. I wanted my future clients to be women who could feel safe and confident with me, yet, I work in weight loss. This is not an area where you’re jumping for joy to go and tell a stranger all your insecurities. The Black Coffee Brand Attraction package was purrrrrrfect. OMG Shannon’s outline, her planning, and live sessions gave me exactly what I had been trying to find out. She truly does have a gift for empathizing with your target market and identifying what you can offer them to create a wonderful experience for both them, and for you.

– Jessica Dusak, Founder, KettleBells & Vodka, Boston, Massachusettes


With gratitude,

Shannon Larkins

Shannon Larkins

Founder, Blackcoffee Studio

Over the course of 15+ years, Shannon has grown Blackcoffee Studio out of a love for building brands and reputations. She serves up Blackcoffee as a morning ritual while caffeinating clients and readers on the regular. You can find her at www.BlackcoffeeStudio.com


Blackcoffee Studio

Blackcoffee is a premium brand development agency, offering luxury brand experience to clients at home in Calgary, Canada and around the globe. Brands create experience, set you apart from the competition and drive growth. Anyone can bulid a business but only the exceptional can create a brand. Are you ready?

Shannon Larkins

Shannon Larkins

Hi I’m Shannon, founder of Blackcoffee Studio. A former reporter, spin doctor and politico, I now focus on using my powers for good.

I create mighty brands for clients and share their stories with the world. I’m also rather addicted to my nutty family, dogs with pushed in faces, Mexico and of course coffee … black.