One Brain, more than one website

You bought a boutique two years ago. It kept its name and its website, and your sellers pitch both firms to the same buyers. Your Brain only knows the parent.

So the best case study you have, the one that lives on the other site, never makes it into a message. Stage 1 now reads more than one website into the same Brain.

What it does

The Brain is everything Stage 1 knows about how you sell. Your buyers, their problems, your proof, your competitors and your voice. It's read from your website and anything you add, and every message Stage 1 drafts is written from it. More on that in inside the Brain.

Until now, the Brain read one site. Now you can add a second one, or a third, and their pages join the same Brain.

How to add one

Go to Brain, then Sources. Under Your website you'll see a second box called Add another website. Type the address and tap Read and add.

Stage 1 reads up to 20 pages from that site. It starts with the homepage, checks the sitemap for pages the homepage doesn't link, and favors the ones that explain a services business, like services, industries and case studies. It takes a minute or two.

When it's done, Stage 1 rebuilds the Brain from everything it has. Both websites, plus any decks, case studies and notes you've added. The pains, proof, triggers and competitors come back fresh, drawn from both firms.

Each page shows under Sources as a web page, and you can remove any one of them. Rebuild the Brain after you do, so it drops what it learned from that page.

Keeping it current

Sites change. When the second site adds a case study, add it again. Stage 1 replaces that site's pages with a fresh read and leaves everything else alone.

Your main website works differently. Read site and rebuild on your main site replaces every page read before, the added sites included. If you refresh the main site, add the others again after.

When to use a second workspace instead

A second website is for a firm that sells under more than one name to the same buyers. The same economic buyer, the same kind of problem, different logos.

If the second brand sells to different buyers, it needs its own workspace instead. Tap the workspace name at the top of the menu and add one. Each workspace has its own Brain, accounts and plays, so the research and the hypotheses stay pointed at the right buyer.

The test is simple. Would the same CIO hire either firm for the same project? One Brain. Different buyers with different problems? Two workspaces.

Why it matters for a services sale

Proof is what earns a first meeting with a senior buyer. Not a case study pasted into the opener, which rarely works, but a hypothesis that's specific. It's specific when your firm has seen the problem before. That's covered in proof points that land in a first conversation.

A firm built through acquisitions has more proof than its main website shows. The integration work from the brand you bought. The industry depth of the team that came with it. Leave that out of the Brain and Stage 1 writes as if your firm is smaller than it is.

Two sites in one Brain fixes that. The hypotheses draw on everything your combined firm has done, and the Desk drafts replies from the same wider set of proof when a buyer pushes back.

Your firm is the sum of its brands. Now the Brain is too.

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