Voice, positioning, and copy for outdoor brands, retailers, outfitters, and the people who sell to them.
An outfitter's whole year arrives in one window, and the window is exactly when nobody has time to market. Design the marketing around the calendar instead of fighting it.
Read itCompanies that sell to both B2B and B2C audiences often end up sounding like two different brands. One foundation, flexed by the audience, fixes it.
Read itThe ridgeline photo proves you belong in the category. The story that sells lives in the second photo: the workbench, the first order, the person who makes the thing.
Read itCategory filler language is the most expensive copy you can buy, because it costs real money to produce and does no work once it is live. Here is how to spot it on your own site and what to write instead.
Read itSix Maine and New England outdoor brands, the exact lines that make each one recognizable, and the ten-minute test you can run on your own copy.
Read itBrand sameness gets treated as a marketing problem. On the buyer's side of the counter it is a purchasing problem, and it can be the reason a season of work ends in a small order and no reorder.
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