by Clay Ostrom | Jan 6, 2020 | 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 value...
by Clay Ostrom | Dec 2, 2019 | Customers, Marketing, 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...
by Clay Ostrom | Sep 23, 2019 | Brand Strategy, Marketing, Psychology
< Back to The Campfire If you ask someone for their ideal qualities in a significant other or friend, a sense of humor is almost always near the top of the list. And there’s a good reason why humor gets a shoutout alongside key traits like honesty and empathy.Humor...
by Clay Ostrom | Sep 2, 2019 | Customers, Jobs To Be Done, Positioning, Psychology
< Back to The Campfire If there’s one piece of information you can find out about your customers that would most improve your brand, marketing, as well as your actual product or service itself, it’s the answer to this question:“What did your customer do before they...
by Clay Ostrom | Aug 19, 2019 | Customers, Marketing, Messaging, Psychology
< Back to The Campfire When it comes to decision making, we love to think of ourselves as thoughtful, rational beings. And in marketing, we extend that same line of thought to our customers. We imagine them carefully assessing and analyzing our offering. Poring...
by Clay Ostrom | Jun 17, 2019 | Entrepreneurship, Leadership, Psychology, Strategy
< Back to The Campfire It’s easy to compare the emotional turbulence of running a business with riding a roller coaster. The standard business lifecycle comes with tense uphill climbs, exciting turns, and sometimes heart-stopping descents. When you’re that invested...
