Connecting You With
Your Audience

Story Development and Coaching

Find and amplify the stories of your brand, your mission, your community and your life.

If you were standing here in 1903, you would be in our company's newest factory, surrounded by immense steel rollers, hydraulic presses and a giant cooker...

— history wall, corporate headquarters

Paul's dad was an expert fisherman. When Paul was a kid, he used to watch his dad tie elaborate Dropper knots in his line just above the sinker. Paul remembers thinking, "I'll never be able to tie one of those..."

— creative brief for employee video

It was New Year's Eve. Pat was reading a book and sipping champagne when she felt a twinge in her breast, then found a lump. She just knew...

— fundraising letter

One of my absolutely favorite things to do in Minneapolis is to run by St. Anthony Main, past all the historic buildings, and wonder how many footsteps have preceded me...

—neighborhood mobile history tour

Presentation Skills Training

Present your best self in informal talks, business presentations, keynote speeches and media interviews.


Marketing Communications

Capture the hearts and minds of your nonprofit, consumer or business audiences.


  • Communication Plans + Messaging Platforms
  • Mission + Vision Statements
  • Red Flags + Quick Wins Message Audits


  • Content Development
  • Message Maps
  • Fundraising Appeals


  • Copywriting
  • Scripting for Media + Live Events
  • Taglines, Slogans + Clever Names


A sampling of projects and new offerings.

Living Proof Advocacy

Founded by John Capecci and Timothy Cage, Living Proof Advocacy helps people tell their personal stories with confidence, heart, focus ... and impact. John and Tim have helped thousands of advocates and hundreds of organizations share their stories to increase awareness, educate others, create change or raise funds.

"Thank you for understanding the special coaching our advocates and champions need to succeed!"


Since 2001, my team of trainers and I have had the honor of preparing 750+ WomenHeart Champions, the “boots on the ground” army of advocates telling their personal stories and fighting heart disease in women.

"You and your team provided these participants with an amazing amount of confidence and empowerment."

Constructing a Message Platform

Stop re-inventing the wheel with each new communication. I'll help you create a message platform that can inform all your organization's communications: web copy, targeted campaigns, presentations, videos and tweets.

"This is the most complete plan I've ever seen for an organization."

Youth Net and Counseling

YONECO, located in Zomba, Malawi, provides a "net" to catch the country's most vulnerable—youth, children and women. Together, we built a messaging platform to convey the importance of their work to their various audiences—from funders and government agencies to village leaders and children.

Better Speakers, from A to Z

One of the joys of being a communication trainer: everyone appreciates becoming a better, more confident speaker, no matter the vocation or avocation.

Give me an hour and we'll craft the basic design of your presentation, talk, pitch or keynote.

"In the area of speaking, you’ve made me a much better ‘me.’"


The lobby of Valspar’s Applied Science and Technology Center uses color, text, sculpture and space to tell stories of the company's innovations. It includes this wall, which captures 200 years in word, image and artifact. I helped develop the stories and content as part of the team from Star.

"We rely on John as our subject matter expert when it comes to organizing stories and content."

Gilda's Club Twin Cities

They dreamt of a place where no one faces cancer alone. Working with Brandspeak and Bev Bachel, we helped make that dream reality by coaching advocates, creating videos, and writing fundraising appeals and web copy that helped Gilda's Club open their red doors in the Twin Cities.


"You helped us find our voice. Our messaging moved from ‘blah, blah, blah’ to being worth a half a million dollars (in one night!)."

How to Talk About What You Do

Learn to tell the core story can draw upon whenever you need to convince someone of the importance of what you do—the basis of your elevator pitch, informal talk, appeal to supporters or keynote address. How do you talk about what you do?

"We came away empowered and enriched."

Walker Art Center

Working with the Walker's development department and its education and community programs, I helped tell their donors' stories, train sculpture garden guides and dream up taglines for events like their After Hours parties.

"You help us tell our story in fresh, engaging ways."

Marcy-Holmes Neighborhood Association

Minneapolis’ oldest neighborhood is now one of its most vibrant—thanks, in part, to the work we've done with Bev Bachel and the MHNA: a website about living near your work, promotional materials, funding proposals and a mobile history tour app that won a 2014 Heritage Preservation Award from AIA-MN.

"John can distill a clamor of voices into one clear vision."


An employee-education campaign, delivered as a spoof of a satirical newspaper, including original fake content, horoscopes, comics and crossword puzzles. Dreamed up with the creative minds at The Electric Studio.

"John is always our first choice for high-priority projects ... like fake newspapers."

John Capecci

Why do you want to connect with your audience and how do you plan to do it? That's the question I help answer. Ever since pivoting from a career as a communication studies professor and launching my business in 1996, my goal has been to help clients do award-winning work that turns heads and touches hearts. Whether I'm working on my own or collaborating with talented individuals and agencies, my goal always is to apply creativity and strategy to clients' challenges.

I train, coach, consult, strategize, speak and write. I'm also co-author of Living Proof: Telling Your Story to Make a Difference and proud to support the changemakers of the world. For more of the story, see work samples below.


Let's talk about your audience, your message, your story.

Capecci Communications, Inc.
Minneapolis, Minnesota


What's on your mind?

Audience photo by Alex Barber, recolored, licensed under CC BY 2.0 - Website by Hellomoon.