by Clay Ostrom | May 18, 2020 | Brand Strategy, Marketing, Messaging, Positioning
< Back to The Campfire It’s not overstating things to say that the success of your business largely hinges on two aspects of the same concept:The clarity of your positioningYour ability to communicate that positioning to customersThe reason your positioning is so...
by Clay Ostrom | May 4, 2020 | Brand Strategy, Marketing, Messaging, Positioning, Strategy, Writing
< Back to The Campfire There’s a reason why writing effective marketing messages is so hard. Within the span of a couple short sentences your messages have to summarize the entire essence of what your brand provides.In our normal lives, we never communicate with...
by Clay Ostrom | Feb 18, 2020 | Brand Strategy, Customer Research, Data, Data-Driven Branding, Marketing, Messaging
< Back to The Campfire When it comes to understanding how your customers think, there’s one universal truth that applies to every brand — you’re going to be wrong. You’re going to be wrong about their motivations. You’re going to be wrong about their preferences....
by Clay Ostrom | Jan 28, 2020 | Brand Strategy, Building Your Brand, Industry Trends, Messaging, Positioning, Startups
< Back to The Campfire This article was featured in the March 2020 issue of Foundr Magazine(click to view the piece) No matter how great your product or service is or how much funding you have, every brand starts at zero when it comes to their audience.Zero...
by Clay Ostrom | Jan 6, 2020 | Content Strategy Insights, Customers, Messaging, Psychology, Website
< Back to The Campfire A new customer arrives on your website’s homepage for the first time…and the clock is ticking. The customer is willing to give your business a few precious seconds of attention. Within this tiny window, you need to communicate the...
by Clay Ostrom | Dec 2, 2019 | Customers, Marketing, Marketing Messages Insights, Messaging, Psychology
< Back to The Campfire The purpose of your marketing messages is to describe how your customers’ lives will improve when they engage with your business. It’s an easy concept to articulate, but it contains a key word with a lot of hidden complexity: Improve. That...
