Communication consultant · Personas & plans · West Michigan

Speak your customer's language.

Small businesses are never short on effort. But sometimes they’re short on the right words. Together we'll get clear on who your best customers are, what they care about, and how to talk with them so they choose you, stay with you, and send others your way.

Book a free intro call See how it works

A focused project with check-ins along the way
No monthly retainer
A plan you own, so you stay at the helm

You know your business. Your marketing should sound like it.

Your marketing isn't landing. You post, you advertise, you show up, and the phone still doesn't ring the way it should.
You're not sure who your best customer is. When you try to speak to everyone, your message doesn't quite reach anyone.
Every post feels like a guess. There's no definitive plan, so it's hard to stay consistent or know what's working.
You've been told the fix is a monthly contract. Handing your voice to someone else gets expensive, and you're no better equipped when it ends.

The right language turns interest into sales, keeps good customers coming back, and earns you trust as the go-to name in your community.

Here's how we'll get you there

You don't need someone to run your marketing. You need a clear picture of your customer, a plan you can follow, and a trusted advisor in your corner. I start from a ready-made structure, then tailor every piece to your business.

Have a conversation

A free intro call about your business, your customers, your goals, and what hasn't been working. No pressure and no pitch deck. Just a conversation.
Meet your ideal customers

We build clear customer personas from your own information and a few short conversations with real customers, so the personas come from their words, not our guesses. The personas show what your customers want, what worries them, how they decide, and why they pick you.
Get your plan

You receive a custom communication plan in plain language. It covers your message, which channels to use, and a rhythm sized to the time and people you actually have. We check in along the way so it fits your business before it's final.
Carry it out with confidence

We work through the plan together in collaboration sessions so you and your team can put it to work. As you grow, I'm still here as a trusted advisor when you want guidance on the next step.

Book a free intro call

Why the name Harbor Pilot?

A harbor pilot is an expert at bringing ships through difficult water. They know the shallows, the currents, and the turns that don't show up on a chart. When a ship reaches a tricky stretch, the pilot comes aboard and works alongside the captain, who stays in command the whole time. Once the ship is through, the pilot steps off and heads to the next one, glad to come back whenever that ship faces rough water again. That's how I work. You stay in command of your business, I bring expert knowledge proven across many markets and a clear plan for reaching your customers, and when the project is done, the plan is yours.

Ways to work together

I work as a communication consultant on focused projects with a clear finish line and check-ins along the way, not a monthly bill. Each one is custom-quoted based on what your business needs.

Customer Persona & Communication Plan

A focused consulting project, built with you

Everything you need to market well on your own, built around the customers you most want to reach.

Ideal customer personas for your business
A custom communication plan and strategy for winning new business
Clear, plain-language messaging your customers recognize
A simple scorecard with a few measures worth watching and when to review them
Check-ins and collaboration sessions along the way, so the plan fits and you're ready to carry it out

Investment: a custom quote for the whole project, priced around your business's needs.

There's no long-term commitment, and you keep the playbook we build together. Scope creep is a non-issue. Your investment gives you real tools that keep your business's communication sustainable.

Optional

Ongoing Support Options

When you hit the next tricky stretch, your trusted advisor is glad to come back aboard

As your business grows, book time to talk through your next step. It might be a new service, a new audience, or a plan that needs a fresh look. Book time when you need it. No subscription and no retainer.

Investment: custom quote based on what you need at the time.

What you can count on

We build it together. A defined project with check-ins along the way, so the plan fits your business, not a template.
You own everything. Your personas and your plan are yours to keep and use.
No retainer. I'm paid when I help you make good marketing decisions, not every month.
You stay in control. I don't take over your website, social accounts, or ads. I help you run them well yourself.
Honest claims. Every claim in your marketing should be one you can back up. We check them together before they go out.

Your guide and trusted advisor

Hi, I'm Torrey Laffoon.

I've spent more than 20 years in marketing and communication. I've seen what happens when a business finds the right words. People listen, they buy, and they come back. I've also seen good businesses struggle because their message never quite reached the people they serve best.

Before starting Harbor Pilot Communications, I was Vice President of Marketing & Sales at The Pillars Christian Learning Center (now part of Lantern Learning Group). I've also been a Digital Marketing Manager at SoundOff Signal, Senior Digital Content & SEO Specialist at PrimaryArms.com, and I served as Director of Communication at Central Michigan Youth For Christ. I'm actively invested in my local community, especially my faith community.

Now I help business owners across West Michigan and beyond reach their customers more effectively, with a plan they own. For the project, I'm your customer communication consultant. We build a focused plan together, with check-ins along the way and no retainer. After that, I hope to be your trusted advisor, the person you call when your business reaches its next step.

I'm proud to call West Michigan my home and nothing is more fulfilling than serving my friends and neighbors. When I started Harbor Pilot, I knew I was on to something uniquely fitting to our area and our culture here in West Michigan. I hope I can be your trusted guide through whatever challenges your business is facing. And when you're clear of the rough water, with Harbor Pilot, you'll have the tools you need for next time.

20+ years in marketing and communication
Master of Arts in Communication & Leadership, Spring Arbor University
Bachelor of Applied Arts in Communication, with a Marketing minor, Central Michigan University
Former VP of Marketing & Sales, The Pillars Christian Learning Center

Connect with me on LinkedIn

Torrey Laffoon, communication consultant

What others say

$4M to $13M+

The Pillars Christian Learning Center grew from $4M to $13M+ in revenue over the 3+ years Torrey reported directly to CEO Geren Anderson as VP of Marketing & Sales. Geren called him “integral in this success.”

“He is a brilliant marketer who has an exceptional understanding of marketing theory, tactics, budgets, planning and execution.”

“He also understands how to be nimble with a growing company, support leadership, prioritize and assist in building systems that are sustainable and support growth.”

Geren Anderson, CEO, Lantern Learning Group Lantern Learning Group is the parent company of The Pillars Christian Learning Center.

“His knowledge of branding and marketing has reached an expert level both in theory and application.”

“In addition to his expertise and knowledge, he has excellent communication skills and an obvious commitment to the organizations he serves.”

Jim Piper, Jr., President, Lead Today

“He is a man of integrity, openness and honesty.”

“He is dedicated to his work and the organizations he has worked for.”

Gary Heim, MA, LLP, True North Ministries

Picture your business a year from now

Without a plan

More guessing, more money spent on marketing that doesn't connect, and customers who drift to whoever spoke to them more clearly.

With a plan you own

You know who you're talking to and what to say. Your marketing is consistent, more of the right people reach out, and your business is the one your community talks about.

Let's start with a conversation

Tell me a little about your business and what's on your mind. I'll reply within 3 business days to set up a free intro, either over coffee at a local spot or by video call.

Serving small businesses across West Michigan.

hello@harborpilot.co