Ditch the Lowest-Common-Denominator Approach in your Content Marketing

Be Remarkable to Your Target Customer

Ahoy mates!

Today’s blog gives you a great new example to follow to make your brand’s storytelling far more powerful. Let’s dive right in!

In episode No. 57 of the Intrepid Entrepreneur podcast (which airs this Friday), I interview a good friend of mine, Brad Steward, the founder of Bonfire Snowboarding. I’ve known Brad for twenty years and throughout that time, he’s epitomized what it means to be a creative visionary outdoor market founder.

Throughout his career, Brad’s specialized in bringing commercially viable products and experiences to market with a markedly anti-commercial approach.

What does that mean? He’s always focused– laser focused – on being absolutely mind-blowingly remarkable to exactly one archetype target consumer (or avatar). He’s never tried to create for the widest swath, lowest common denominator consumer.

That’s very evident in his newest launch, which happens in April of this year, Caravan Outpost.

The concept behind Caravan Outpost is new, to the point that there’s not a classification for it in the travel industry. It’s part boutique, luxury lodging experience and part off-the-grid camping destination. Picture a group of hand-restored Airstream campers parked in a meticulously arranged compound in the soulful, lovely haven that is Ojai Valley (in Northern Los Angeles County).

It is the antithesis of the cookie-cutter, national chain resorts and hotels that offer a “consistent and reliable” homogenized experience for the widest range of customers.

HINT: Your target customer doesn’t want to be treated like the lowest-common denominator either.

Brad and his partners designed Caravan Outpost to give their avatar a really different experience. It’s not for everyone.

And that’s my point here today. Let’s take a page out of Brad’s playbook and be brave enough to create an entirely unique brand experience hand-built for our own target customers, and let’s do it through our content!

Remember this: If you try to be remarkable to everyone, you’ll be remarkable to absolutely NO ONE.

This is especially true today with our content. We have more tools and tactics to deliver custom-built content to our own one perfect person, the person our business exists to create solutions for. I’ll be continuing to share ways to do just that in this month in February’s Master Class (registration details below).

Brad’s podcast comes out Friday morning this week. Check it out here: www.intrepidentrepreneur.net/podcasts.


1 – This month, I’m walking the walk. Check out the VIDEO PRIMER I shot for February’s FREE Master Class Webinar, “Using Visual Assets and Video in Your Content Marketing.” If I can create a video for my own content marketing (in my basement, with my 13-year-old son producing and directing), so can you! Here’s a link to the landing page with the video, where you can sign up for the webinar. We’ll be starting right at 3:00 p.m., MST on Feb 24 and I’ll be teaching DIY strategies that support both small business owners and larger brands. We’ll cover tips and resources to teach you to prioritize visual and video content for your platform in 2016.

2 – My interview with Michele Flamer on last week’s Intrepid Entreprenuer podcast was a very successful three-peat performance. I’m so not surprised that Michele once again drew a huge audience on my show – you’ll love her candor and wit and her multi-market insights on what it will take to have success in specialty retail this year. Check it out here, and if you love it, share it!

Okay, I loved hanging out with you here today, thank you so much for stopping by! I am really looking forward to serving you in this month’s FREE Master Class! Until then,