If you’ve ever poured your heart into crafting a newsletter, a social post, or an event flyer—and then watched it fizzle without much response—you know the sting. You wonder, “What am I missing?” Is it the platform? The timing? Or is there something deeper about how you’re connecting (or not) with your audience?
Let’s be honest, most of us have fallen into the trap of doing marketing tactics because we “should,” not because they actually work for the people we want to reach. That’s why this conversation with Ashley Goldsmith, founder of Blue Chair Communications, hit so close to home.
Ashley gets it. She’s built a thriving agency by leading with empathy and data, not just checklists. Our chat is filled with honest stories, practical pivots, and a ton of encouragement for anyone who’s ready to drop “shoulds” and start building real connection.
Episode Overview
This episode is all about audience-first marketing: getting clear on who you want to reach, why they care, and how to deliver your message so it lands. Ashley shares what actually works through the messy, real-world process of growing her agency and sharpening her discernment with every client interaction.
We deconstruct how to audit your marketing for what matters, why simply translating content isn’t enough for diverse audiences, and how stepping back (even for five minutes!) to clarify your intentions can change everything.
If you’re leading a nonprofit, running a small business, or just want your message to truly stick, you’ll walk away with gems you can use right now.
Insight #1: Great Marketing Starts With Real Conversation—Not Assumptions
Ashley’s first move with any client is simple: ask questions. Not just about goals, but about who really matters and why they should care.
- Instead of defaulting to familiar platforms (hello, Instagram), she challenges her team and clients: Is your audience actually there? Or is there a more direct, effective way to reach them?
- When working with organizations trying to reach Spanish-speaking communities, Ashley didn’t just hit “translate & post.” Instead, she hosted focus groups at schools and community centers, listening for where those families already spend time and how they absorb information.
Real conversations beat assumptions every single time.
Insight #2: Referrals Build Culture—And Attract the Best Clients
Ashley’s agency, Blue Chair Communications, grew almost entirely through word of mouth. Why? Because when you focus on “people-first” organizations, your reputation precedes you.
Here’s what that looks like:
- Prioritizing how clients treat their people (and their vendors) during discovery calls
- Paying attention not just to what a potential client says, but how they engage and what their community says about them
- Letting values drive referrals—and noticing you attract more of the clients that fit
Bottom line—a healthy culture inside your business attracts exactly the kind of work (and partnerships) you want.
Insight #3: Quality and Intention Beat Quantity Every Time
Raise your hand if you’ve gotten lost in the weeds of “how many times should I post this week?”
Both Ashley and I have lived that struggle. Her advice: pause. Ask two questions before launching anything:
- Who are you really trying to reach?
- Is your content or tactic truly for them, or are you just keeping up appearances?
She’s seen the ROI on spending the same number of hours running a strategic in-person event, versus 10 generic posts on social media, skyrocket—if those hours are aimed in the right direction.
Keys to intention-first marketing:
- Be willing to say “no” to the expected channels, especially if your audience isn’t actually there.
- Take the time up front to define success (for this campaign, this goal, this audience).
- Stay flexible—what worked last year, or even last month, might not serve your messaging now.
Insight #4: When Results Stall, Audit Your Assumptions and Your Metrics
Great marketing isn’t just about output. It’s about measuring for impact.
- Don’t be distracted by vanity metrics: Going viral means nothing if the right people don’t take the action you need.
- For one client, Ashley adjusted outreach only after tracking which platform (Facebook groups, not Instagram) moved the needle for program participation.
- Build regular check-ins with your clients (and yourself!) to revisit not just numbers, but the why and the who behind them.
A simple “How did this content perform with the people we want to reach?” will clarify next steps, faster.
Insight #5: Get Out of Your Own Head—Ask a True Outsider
Here’s a trick Ashley uses: before sending out content, she asks herself, “Would my mom find this interesting?”
Get outside your echo chamber. Pass a draft to someone totally unfamiliar with the lingo or cause. Do they understand? Would they care?
Or, as Ashley puts it, “You need to do all the hard work for them. Don’t expect your audience to do any extra steps to understand.”
Simple, but game-changing.
Notable Quotes
“Stepping back and putting yourself in the shoes of somebody who doesn’t know as much as you do about all the insider stuff—that’s how you keep your messaging clear.”
“If you’re going to invest the money in hiring somebody, maybe hire a consultant first to ask, ‘where should I spend my marketing spend?’ And then go from there.”
“You need to do all the hard work for them. Don’t expect them to do any extra steps to try to understand what it is you’re trying to say.”
Why This Conversation Matters
Marketing has become a noisy sprawl of “gotta do it” checklists that leave us tired and unsure if what we’re doing even works. Ashley’s approach is a blueprint for anyone who’s ready to move from overwhelm to clarity.
If you’re:
- launching something new and want to set a real foundation
- retooling old strategies that just aren’t pulling their weight
- communicating across cultures or underserved communities
- constantly juggling busywork and craving more time for impact
Then this is your nudge to step back, listen up, and rebuild from “who matters most.” These principles work wherever you do business because they anchor marketing in people, not platforms.
Get the foundation right and every tactic gets easier—and more effective.
About the Guest
Ashley Goldsmith launched Blue Chair Communications her senior year of college out of a fierce desire to help those doing good work strategically and creatively tell the world about it! Now, Blue Chair works with nonprofits, public agencies, and values-driven businesses to develop marketing strategies, behavior change campaigns, and creative storytelling projects. Blue Chair’s ultimate vision is for the Central Valley to become a healthier, safer, more economically and spiritually vibrant place to live because the organizations working toward this reality communicate more effectively.
Connect with Ashley Goldsmith
Website: Blue Chair Communications
LinkedIn: Ashley Goldsmith on LinkedIn
Instagram: @bluechaircommunications
Listen & Follow the Podcast
Ready to craft messages people actually care about? Watch the full episode on YouTube, follow Brand On The Rocks in your favorite podcast app, and send this conversation to that friend or colleague who’s stuck posting into the void.
Let’s get your story clear—and your message where it matters most.