Before them, you — Kelford Labs Daily

Before marketing can work on “them,” it needs to work on you.

Marketing isn’t something we just do to or at other people. No, it’s something we do for ourselves first.

Marketing is merely demonstrating our value at a distance. Which means we need to first discover that value. Then we need to deliver it.

And only then we can demonstrate it.

First, to understand what our marketing should be about, we need to discover what our best clients value most about our work.

• What are they actually saying, in their own words, about your work and your worth?

Then, we need to focus more and more on what they value most, delivering extraordinary value by making a unique set of tradeoffs based on what our best clients prioritize.

• What don’t you do that others do, allowing you to intensely focus where it matters most to your best customers?

Then, finally, we can demonstrate our value at a distance by delivering little bits of value in our marketing.

• Think of it like a sample on a toothpick, perfectly presented and easy to ingest.

Remember: It’s not about getting them to buy the first time they hear from you. It’s about making them comfortable enough to get one step closer.

One step at a time.

So before our marketing can ever work on anyone else, we need to do the work to discover our value.

And then deliver it.

Only then can we effectively demonstrate it.

So if your marketing isn’t working, ask yourself this:

Have you let it work on you?

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