Positioning Archives - Page 7 of 8

Why The Words “For Customers” Make Good Marketing Messages Great

by Clay Ostrom | Last Updated: Feb 4, 2023 | Customer Insights, Customers, Marketing, Messaging, Positioning, Sales

< Back to The Campfire When it comes to key messages, the biggest mistake companies make is to focus too much on themselves. On an intuitive level, it’s easy to think your messaging should answer one simple question. “What we do” If you can provide a clear answer...

How To Transform A Hole Into A House With Brand Positioning

by Clay Ostrom | Last Updated: May 14, 2023 | Brand Strategy, Customers, Marketing, Positioning

< Back to The Campfire My family and I went to the beach recently. We have a 10-year-old son, and he invited one of his friends to come with us. It might sound odd, but a favorite beach activity for my son and I is to dig giant holes in the sand. He likes to jump...

How to Find The Painkiller in Your Vitamin Business

by Clay Ostrom | Last Updated: Apr 5, 2019 | Customers, Jobs To Be Done, Positioning, Psychology, Startups

< Back to The Campfire There’s a well known idea that you can classify any business into one of two camps: Vitamin or Painkiller. Vitamins provide long term benefits. They’re an investment that will help you make progress on larger goals. Unfortunately, the delay...

How To Check If The Window For Your Brand Is Open Or Closed

by Clay Ostrom | Last Updated: Jul 18, 2020 | Competition, Entrepreneurship, Positioning, Startups, Strategy

< Back to The Campfire How much does timing affect your chance of success in a market? What outside forces might impact the longevity of your business? A few weeks ago, I was on my morning commute to the gym. There was another car about 50 yards ahead of me and I...

How To Use Your Positioning To Plant A Flag In Your Customer’s Brain

by Clay Ostrom | Last Updated: May 14, 2023 | Brand Strategy, Entrepreneurship, Marketing, Positioning, Psychology, Startups, Strategy

< Back to The Campfire Over the past several years, I’ve had the opportunity to provide mentorship to college students at USC through the school’s entrepreneurship program. As I work with these students on their first business ideas, there’s a question I ask in...

What (And How) Your Customers Really Think About Your Brand’s Pricing

by Clay Ostrom | Last Updated: Feb 4, 2023 | Brand Strategy, Competition, Customers, Marketing, Positioning, Psychology, Sales, Strategy

< Back to The Campfire To attract and convert customers for your business, it’s important to understand how they think about the price of your offering. There are lots of factors around price that influence a customer’s decision to make a purchase. Some of those...