Alright – so today we’ve got the honor of introducing you to Cohen Deyoung. We think you’ll enjoy our conversation, we’ve shared it below.

Cohen, looking forward to hearing all of your stories today. What do you think Corporate America gets wrong in your industry? Any stories or anecdotes that illustrate why this matters?

One of Corporate America’s biggest mistakes when it comes to branding is focusing only on price instead of value. Many times, they just want the cheapest option without thinking about how that decision affects the end result. But spending a little more on a better-quality shirt can make all the difference in whether people wear it.

Think about it like this: If a company prints shirts for an event, a giveaway, or as part of its branding, the goal is for people to wear them. That’s what makes the investment worthwhile. But if the shirts are stiff, scratchy, or fit awkwardly, most people will wear them once, shove them in a drawer, or save them for yard work. That means the company’s branding, which they spent money on, isn’t getting seen after that first wear.

Now, if they had gone with a softer, better-fitting shirt, people would want to wear it. It becomes something they throw on for a casual day out, a trip to the store, or even post a picture in. That little extra investment means their brand gets seen repeatedly, making their marketing dollars go way further.

I’ve seen this happen with clients firsthand. I’ve had businesses switch from the cheapest possible shirts to a better-quality option, and suddenly, people are excited to wear them. Employees start asking for extra shirts. Customers wear them outside of work. Some even post about them online. That’s the kind of brand exposure that makes a difference.

At Pulse Merch, I always try to help businesses see the bigger picture. It’s not about upselling or pushing them to spend more money. It’s about making sure their investment works for them. If Corporate America thought less about cutting costs and more about long-term impact, they’d get more value from every printed shirt.

Cohen, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Cohen DeYoung, the founder and owner of Pulse Merch. My journey into screen printing and apparel decoration began in 2012 when I was touring with my band. Like many musicians, I was looking for ways to save money while on the road, and printing our merch seemed like the perfect solution. Little did I know, I was about to discover a passion that would shape my career.

What started as a DIY approach in those early days quickly became an obsession with the craft. I fell in love with the artistry, precision, and satisfaction of creating something tangible and meaningful. Fast-forward to today, and I’ve turned that passion into Pulse Merch, equipped with cutting-edge technology to bring your ideas to life with unmatched quality.

Beyond my work, my family is central to everything I do. My wife and I are proud parents to three amazing daughters; twin girls, and their incredible older sister. They are my biggest source of inspiration and the reason I strive daily to improve. They remind me of the importance of dedication, creativity, and building a meaningful legacy.

We’d love to hear a story of resilience from your journey.

In 2020, I made the tough decision to move my family and business from California to Utah. I was working hard to grow my screen printing business at the time, but between safety concerns, rising costs, and the challenges of scaling in that environment, I knew something had to change.

The final push came when I found myself literally ducking from bullets flying past my home. That moment hit me hard. I refused to let my daughter, who was my only child at the time, grow up in a place where that kind of danger was normal. My family’s safety had to come first.

Leaving everything behind wasn’t easy. I didn’t have a big team or a financial cushion to fall back on. I was running the business independently, trying to make it work. Over the last few years, there were times when I didn’t even have enough money to pay the mortgage. Instead of panicking and hoarding every last dollar, I doubled down. I bet on myself and my business. I used that money to send samples to potential clients, knowing that getting my work into the right hands would pay off in the long run.

Slowly, it did. I focused on what I did best, delivering high-quality prints, treating customers right, and building long-term relationships rather than just chasing quick sales. Little by little, the business started gaining traction. I invested in better equipment, streamlined my processes, and expanded my capabilities to handle bigger jobs with nationwide shipping.

Looking back, that move was one of the best decisions I ever made. It forced me to adapt, rethink my approach, and commit to what mattered. I went from struggling to get by to running a business I’m proud of and continue growing. Resilience, for me, wasn’t about having all the answers. It was about refusing to quit, even when everything felt uncertain.

Where do you think you get most of your clients from?

Google Business Profile has been massive for bringing in new clients. It often shows up higher than websites in search results, meaning people looking for screen printing or embroidery services immediately see my business.

Not only does it bypass some of the slow grind of SEO, but it also helps with SEO by boosting local search rankings. The key is to treat Google Business Profile like social media. Any time you post on Instagram or other platforms, you should post there too. Google likes when your page is active, so regularly updating it, responding to questions, and engaging with reviews all help keep your business at the top of search results.

Beyond Google, a big part of my growth has come from word of mouth. High-quality printing and excellent customer service naturally lead to referrals, and that’s been huge. People talk, and when they find a reliable print shop, they tell their friends, business partners, and anyone else who needs custom apparel.

I’ve also put a lot of effort into getting my work into the right hands. As I said in the previous question, there were times when I didn’t have enough money to pay my mortgage, but instead of holding onto every dollar out of fear, I doubled down and sent samples to potential clients. That risk paid off. Once people see and feel the quality of my work, they want to work with me.

I’ve been investing in SEO to make my website more visible, and expanding my reach by offering nationwide shipping. Social media, especially Instagram, has also been a great way to showcase my work and keep my brand in mind.

It’s a combination of everything. You have to do daily outreach and tasks if you want to continue to grow. Otherwise, just waiting for work to come in almost guarantees failure.

Contact Info:

• Website: https://www.pulsemerch.com
• Instagram: https://www.instagram.com/pulsemerch
• Facebook: https://www.facebook.com/PulseMerch/
• Linkedin: https://www.linkedin.com/company/pulse-merch/
• Other: tiktok https://www.tiktok.com/@pulsemerch