In this episode, Ryan Kovach and Perryn Olson introduce a new format called “1 Thing,” where they break down the most common issues they see across nearly every client engagement. And in this first part, they tackle a foundational problem that holds most companies back: positioning and messaging.

Almost every company they work with has marketing activity in place (websites, content, campaigns), but something feels off. They’re not winning the right work, not attracting the right clients, or simply not standing out. The root cause is usually the same: they don’t clearly know who they are, what they stand for, or who they’re actually trying to reach.

Ryan and Perryn explain how weak positioning leads to commoditization. When companies sound like everyone else, they compete on price instead of value. Without a clear brand identity, personality, and message, even good marketing efforts fail to deliver results.

They also discuss the importance of defining an ideal client profile. Many construction companies try to market to everyone, resulting in poor-quality leads and wasted effort. Instead, the most successful companies narrow their focus, clearly define who they serve best, and build messaging around that audience.

Through real examples, they show how unclear targeting can create misalignment, such as commercial contractors receiving residential inquiries because their messaging doesn’t filter out the wrong audience.

Another key insight is the idea of iteration in marketing. Many companies expect instant results and abandon strategies too quickly when they don’t deliver perfect outcomes right away. Instead of improving and refining, they shut things down prematurely, missing long-term opportunities.

The episode also highlights how top-performing companies think differently. They build structured ways to evaluate and prioritize clients, often using scoring systems to identify the best-fit opportunities. This allows them to focus their efforts on the most valuable relationships instead of chasing every lead.

This is Part 1 of the conversation. In Episode 36, they continue the “One Thing” series, diving deeper into additional challenges around sales, growth, and marketing systems.

The conversation covers:

• Why positioning and messaging are the biggest gaps for most companies

• How weak branding leads to commoditization

• The importance of defining a clear ideal client profile

• Why trying to serve everyone leads to poor-quality leads

• Real examples of misaligned marketing attracting the wrong audience

• The role of iteration and continuous improvement in marketing

• Why companies abandon strategies too early

• How top companies evaluate and prioritize ideal clients

• Using structured scoring systems to refine target markets

If you are a construction leader, business owner, or marketer looking to improve your results, this episode breaks down the foundational strategy required before anything else can work.

Key Takeaways:

• Clear messaging is essential to stand out in competitive markets

• Defining your ideal client improves lead quality

• Trying to market to everyone weakens your results

• Strong positioning reduces price-based competition

• Structured targeting improves efficiency and growth

• Clarity is the foundation of all successful marketing

Follow AltCMO for more construction marketing insights

LinkedIn: https://www.linkedin.com/company/altcmo/

Instagram: https://www.instagram.com/altcmo/

Blog: https://altcmo.net/blog/

Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/

Connect with Perryn: https://www.linkedin.com/in/perryn/