It’s Conversations with ICA—a new video series created for car wash professionals seeking expert advice, business strategies, tech trends and insights that make a difference in their business.

In a must-see conversation for car wash owners and marketers, Josh Taylor, CMO at OptSpot, teams up with Donald Miller, the visionary behind StoryBrand, to break down how to supercharge your marketing assets by using simple, clear messaging and calls to action.

Miller stresses a fundamental shift: your business is not the hero—your customer is. By using the StoryBrand framework, car wash operators can reposition themselves as guides who help customers achieve the transformation they seek—a cleaner car, better service, and time saved.

The episode explores how strategic messaging can increase conversions through tools like affirmation-based calls to action, value stacking, and clarity in marketing language. Taylor and Miller also address the importance of internal team alignment, offering a simple incentive system to get front-line staff using customer-centric language consistently.

With real-world examples and a preview of what to expect at The Car Wash Show 2025, this episode is packed with valuable insights and strategies to help you succeed. For anyone looking to grow their car wash business through smarter marketing, this is essential viewing.

Conversations with ICA | 2025 season, episode 2