Clare Tries is an internationally sought-after copywriter and marketing strategist who helps organizations harness the power of marketing to grow their business. She does this by clarifying their story and creating a clear, concise message to guide all marketing initiatives. Clare has a BAH in psychology from Queen’s University. She served in leadership roles for multiple Canadian corporations and today owns a marketing agency called Clash Copy Corp. Clash Copy provides marketing services for businesses of any size or industry, but they have a unique specialization serving technology companies.
It’s not every day you get to interview a marketing expert who began their journey during the height of covid. Clare Tries is the Founder and CEO of Clash Copy, a marketing agency that provides quality content to the technology industry. She started her tech content company in July of 2020 after becoming fed up with the lack of quality marketing for the IT industry, which she experienced first-hand.
While Clash Copy is only nearing its first birthday, the impact this marketing agency has had on the IT industry has been bold. We jumped on the chance to interview Clare to find more about marketing strategies, tips and tricks, and her team.
How did you get started with Clash Copy? And why choose the competitive field of marketing?
I spent almost ten years working in the IT industry, learning the ins and outs of the unique culture and language in the technology field. I loved being a part of that community, and while working within it, I discovered that many IT companies struggled with their marketing. It was challenging to find a marketing agency that understood the terminology and the unique opportunity for vendor co-op/marketing development funding.
Both IT companies I worked for were in the SMB space, so they required the marketing expertise of an entire team but often couldn’t afford to build one out. Many agencies were charging outlandish rates for simple projects, so it was challenging to choose where to focus the budget to get what they wanted for the business and produce trackable results. There was a lot of frustration!
When I decided to start Clash Copy, I had initially intended to provide in-depth and thoughtful content for the IT industry but quickly realized that there was a lot more I could do. We love serving technical organizations with our unique team of talented writers and specialists. We have also now created a new line of business serving an equally underserved market: start-ups! It’s funny; when you tell people that you do marketing, everyone with a new business starts calling asking for advice on what they need to focus on first with a minimal budget. We decided to create a training program to help these budding new entrepreneurs kick off on the right foot without breaking the bank – that program is in the works right now!
What inspired you to start your own company and become an entrepreneur vs. looking for a job with an existing agency?
Honestly, I never really intended to become an entrepreneur! I just wanted to focus on my passion (writing) and make a living while doing it. Fortunately for me, I am a “yes” person. So, when clients would reach out asking if I could do other marketing-related projects, I found a way to say yes. In the process, I have grown an incredible team of insanely talented women, and Clash Copy now has many raving fans.
Where does a successful marketing roadmap start?
A successful marketing roadmap must start with a strategy. What are you trying to accomplish as a company? How can marketing help you reach those goals? What is your budget? From there, you can build the right roadmap for your marketing efforts.
In this marketing strategy, make sure to define your target audience, have a clear and concise brand message, and track progress with tangible KPIs that make sense for your business.
What’s your favorite book relevant to marketing? Why?
Right now, Building a Story Brand by Donald Miller is my absolute go-to favorite book for marketing. It sets such a great foundation for crafting the perfect brand voice and messaging when you’re just getting started with marketing (or even to improve the marketing you already have!). I highly recommend it.
What is the one underestimated marketing tactic all agencies should pay more attention to?
If you’re working in the B2B space, probably LinkedIn outreach. There are tons of ways to create thoughtful outreach strategies on LinkedIn that are cost-effective (without paying for ads). If you are B2B and don’t have a LinkedIn strategy, I recommend getting on that right away!
What is your favorite approach to internal marketing and company culture building?
I love helping organizations build excitement in their teams around their brand. This is another reason why I love Miller’s book; he touches on the importance of your brand messaging to create an internal culture of raving fans for your organization.
Creating a strong culture that people love also relies on ensuring you have the right people in the right positions. Then, treat them with respect, connect with them as people, provide adequate compensation and great benefits, and teach them the company’s core values (until they can recite them back without help!).
If every member of your organization feels valued, and they can articulate exactly what the company does and what they stand for, that is valuable marketing in itself!
What experiences in the past have best prepared you to be a marketing expert?
No one is ever truly a marketing expert! That is the most exciting thing about this field – it is ALWAYS changing. What worked yesterday might not work today, so it’s a lot of trial and error.
However, if I were to attribute some of my past experiences to my marketing success, I would say that learning new skills (copywriting, design, email marketing, website building, etc.) and then putting them into immediate practice for the IT companies I was working for has been incredibly beneficial.
Today, I believe Clash Copy benefits from my focus on learning what’s trending and the most effective strategies I can bring to my clients. I also learned very quickly that a jack-of-all-trades is a master of none – especially in the vast arena of marketing! So I partner with kick-ass women who are incredible experts at what they do.
What is the 1 biggest mistake new businesses make when approaching marketing? How can they best correct/avoid making this mistake?
Hands-down, the number one biggest mistake I see new businesses make is overspending on digital advertising without a strategy in place. They pay for online ads with really small budgets that essentially equates to throwing money out the window – it is very tough to get results this way. There are so many other things that need to be done first, and then when you are ready to invest in online advertising, do it with a solid strategy and a proper budget. Be prepared to see few results at the beginning while you figure out what works and then optimize, optimize, optimize. It takes time, patience, and active management to see success with online advertising. And, truthfully, for a new business, there are so many more cost-effective (and free) ways to grow your business first.
What is one thing you wish you knew at the start of your Clash Copy career that you know now?
I wish I knew how hard it would be to wear so many hats! If I could go back, I would hire an accountant and an editor a LOT sooner. I also wish I would have connected with a mentor who could help guide me through some of those rookie mistakes new entrepreneurs often make, like doing your own accounting (I’m a writer, not a mathematician!).
Who have you leaned on for guidance and support throughout your entrepreneurial journey?
Definitely my partner! He’s been so incredibly supportive while I navigate the ups and downs of running a business. When I am having a bad day, he keeps me steady and reminds me that I am strong. When we close a deal or complete a fantastic project, he’s right there with me celebrating.
Now that I have a team, I have learned to lean on them as well. Having different perspectives when making decisions for clients and Clash Copy is so valuable. Having a team who gets just as excited as I do has been an incredible and fulfilling experience.
Where do you hope Clash Copy is headed?
Honestly, I just hope to continue serving the technology industry with excellent marketing solutions! On top of this, I am really excited to start supporting new entrepreneurs in their marketing journey. I would love to see Clash Copy become a company that is accredited for being tech marketing experts and helping launch incredible new businesses in any industry.
I have so many dreams for Clash Copy in the future. I would also love to continue building a global team of incredible women who love what we do! I want Clash Copy to be a place where we can celebrate being experts in the marketing field while also celebrating being moms, globetrotters, foodies, breadwinners, and anything else that brings us joy. I love having a company that isn’t always about work – it’s also about connecting with the incredible souls who have joined us on this journey.
Thank you, Clare, for sharing your marketing journey with our readers. We are dedicated to offering expert advice in areas that matter to our community of entrepreneurs, and we’re confident that they’ll find your insight valuable. From all of us at Brainz, we look forward to watching your agency excel in the IT and new business industries!
"No one is ever truly a marketing expert! That is the most exciting thing about this field – it is ALWAYS changing." – Clare Tries
