From 0 to 15 leads in 3 months
How do you jumpstart a 15-year-old company that hasn't signed a new client in three years?
Diagnose your brand
Who is Deafi ?
Customer Service for the Deaf and Hard of Hearing
Deafi is a social enterprise dedicated to the customer experience of the Deaf and Hard of Hearing. Founded in 2010, they have built a unique model staffed by Deaf advisors and certified, salaried interpreters. CEO Matthieu de Châlus took over the company in 2025, driven by a personal connection to the cause as his two daughters are Deaf. Today, the company supports 70 employees, serves 100 brands, and maintains a 95% customer satisfaction rate.
Deafi
They were one option we were comparing.
Deafi was just one option among many, never truly standing out. The market pigeonholed them, obscuring the real value they provided. The challenge was to shift the narrative: proving that their service wasn't a cost, but a strategic advantage. We needed a story that changed perceptions, not just a product pitch.
01
Breaking out of the compliance trap
Deafi was seen as a "compliance tax" that companies had to pay. Decision-makers bought in just to check a box and avoid a 1% fine. Sales cycles dragged on for months, entirely dependent on legal requirements. The challenge: transform a legal constraint into a strategic conquest—capturing 7 million consumers trapped in a "dead zone."
02
Ditching the pity and the non-profit image
The market boxed them into the category of charity and social work. But Deafi isn't a charity; it’s a performance-driven business. The challenge: kill the "pity" narrative to establish a premium posture and generate genuine pride. We had to prove that empathy is an industrial asset, not just a good deed.
03
Exposing the financial gap of cold technology
Major accounts were already equipped with dehumanized, silent access ramps. These cold tools offered the comfort of inaction, with zero calls and no oversight. The challenge: arming Heads of Customer Relations with hard ROI data to challenge their CFOs, reveal invisible revenue leaks and silent churn, and establish accessibility as the gold standard for retention.
What does that look like in practice?
01
A relentless sales pipeline
In 2025, Deafi’s direct sales were flatlining. The company was selling forced compliance. We armed the teams with new, persuasive messaging for every target client. We replaced the "legal tax" narrative with the "conquering the dead zone" strategy. The discourse now relies on the metaphor of network bars and relational 5G. The immediate result: 15 strategic meetings with major corporations generated in 3 months, with 7 scheduled after a single pitch. Four major new projects opened in one month via partners. A contract signed with France Travail worth €75k annually.
02
Turning a website into a conversion machine
Deafi’s old site was an invisible directory that generated no qualified traffic. We rebuilt the homepage’s rhetorical structure to force a decision. We eradicated the "pity" tone to adopt the posture of the Explorer, highlighting the superpower of difference. The new site is live. Empathy now permeates every line of copy. Qualified inbound leads are finally coming in. The integration of the "dead zone" simulator captures data and forces customer relations directors to face their revenue leaks.
03
A monopoly on events and media
Deafi was at the mercy of its market, addressing a hyper-niche of 300,000 people. We expanded the target to capture 7 million consumers. We launched the redesign of an independent B2C media outlet to create leverage and pressure on brands. We conceptualized "Le Festival 5-sur-5," an exclusive event where everyone "gets along." It’s no longer a charity initiative. Pride has replaced constraint, attracting even hearing individuals to a world that has forgotten how to listen.
What we’ve put in place
The "Concrete Case Focus" sessions (pitches, conferences, website, sales meetings, etc.) allowed us to refine and test persuasive language to improve conversion and inform the "Foundation Focus" sessions (brand, positioning, tone of voice). Ultimately, we created a new brand that attracts, messages that convert, and a value proposition that is self-evident to all stakeholders.
01
Leverage loss aversion
Highlight the issue of ignored customers using the website simulator or during conferences to quantify the invisible and justify the urgent need to adopt relational 5G.
02
Engage customers through Sign Language Cafés
Turn the legal requirement of checking a box into a driver for engagement by highlighting teams with the superpower of difference.
03
Make Listening their core mission
Use joy and pride as the primary psychological lever to launch a movement centered on listening to others that extends far beyond the Deaf community.
Why
Rhetorical Branding?
In 90 days, with results starting from week 1, we merge two essential pillars:
- Branding (the brain): we define your brand's DNA for a strong long-term perception.
- Rhetoric (the hands): we deploy persuasion tactics to trigger short-term sales.
The result? You go from being an option people compare to a solution people choose.
Discover why your competitors are stealing your deals
A 45-minute video call to identify your blind spots and unlock your growth.
01
An assessment of your brand's 6 core qualities
02
An assessment of your website's messaging
03
Your 3 strengths (to leverage) and 3 areas for growth (to unlock)
04
Your final Panache Score evaluating your Rhetorical Branding
