Did this work? — Kelford Labs Weekly
A real-world writing demonstration
We’re taking a break from the theory this week and doing a practical demo of turning marketing meh into meaning.
We’re going to go through the process of creating a LinkedIn post to promote this newsletter. But first, we need something to improve—a “before” picture for comparison.
And the best place to start if you’re looking for generic, one-size-fits-all “content” is ChatGPT.
I gave it this prompt: “Write me a LinkedIn post promoting my daily newsletter that helps entrepreneurs improve their marketing. Make it trendy for the LinkedIn audience.”
And it gave me this:
🚀 Unlock Your Marketing Potential! 🚀
Are you an entrepreneur striving to elevate your marketing game? Look no further! 🔥 My daily newsletter is your ultimate toolkit for innovative strategies, insider tips, and the latest trends in marketing.
✨ What’s Inside?
- Cutting-edge strategies that actually work
- Exclusive insights from industry leaders
- Actionable tips to boost your ROI
Join a thriving community of forward-thinking entrepreneurs who are already transforming their marketing efforts. 💡 Don’t miss out on this opportunity to stay ahead of the curve and drive real results for your business.
🔗 Subscribe today and take the first step toward mastering your marketing game! [Insert subscription link]
Let’s turn your marketing challenges into opportunities for growth! 🚀💪
#MarketingTips #EntrepreneurLife #DailyNewsletter #MarketingStrategy #BusinessGrowth #Innovation #MarketingTrends #SubscribeNow
Oh, you’re back! Sorry, it looked like you got lost in the business camouflage there for a second.
You can see why they say “garbage in, garbage out” when it comes to AI prompt design.
Now, if we were to prompt our own mental models, what output could we get?
Let’s run through the questions we covered earlier and use them as a framework for making a new post that we might actually be proud to promote:
Question 1: Best or Best Deal?
This ChatGPT post essentially promises that the newsletter is cognitively “cheap.” You’re not going to have to think very hard, and the author didn’t, either.
It’s an awkward attempt at looking the part, without understanding what part it actually plays in the life of its reader.
But I know that my readers aren’t looking for the best deal. They want the credible best.
So how would we start the post with that in mind?
Perhaps something playful, attention-grabbing, and which sets it apart in a sea of sameness:
Something like: “I couldn't participate in a trend if I tried. And boy have I tried.”
Question: 2: Safe or Special?
ChatGPT’s post is definitely appealing to safety. “Ultimate toolkit,” “boost your ROI,” flame emojis. It all just screams “best practices” you’ve been subjected to a million times before.
But I know that my readers want something they aren’t getting elsewhere. Something that ChatGPT didn’t—couldn’t—churn out.
So here we might want to lean on unique turns of phrase they haven’t heard before if they haven’t read the newsletter:
Something like: “Marketing rarely fails—it usually just stops.”
Question 3: Default Destination
The ChatGPT post absolutely assumes the default destination for the reader is the most popular, most clichéd, most “best practice”-y content they can get their mitts on.
But the default destination for my ideal prospects are their peers, friends, connections, existing partners, and other domain experts.
They go to people who know them and who can give them specific advice. It’s not a competition between this newsletter and some auto-generated AI slop. It’s a collaboration between this newsletter and the expert advice of another skilled partner.
So, to appeal to those prospects, I might say something that suggests I understand their situation because I’ve seen similar situations before:
“Here’s what me and your very best friends have in common: We all think you’re doing too much.”
Question 4: Eager or Urgent?
The original post speaks to people with time on their hands—people who play on LinkedIn to fill their day and their inboxes with content, not entrepreneurs who need support right now.
My ideal prospects know what they’re doing—they just need help talking about what they do.
So I might say something like:
“Imagine understanding your marketing like you understand your mission.”
Putting it Together:
If I wanted to write a LinkedIn post that didn’t make me cringe to death—and that actually had a shot at working—here’s what I might write:
I couldn’t participate in a trend if I tried. And boy have I tried.
Maybe you have, too. And maybe you’ve realized that marketing can’t be done with memes alone.
It takes meaning.
It takes knowing the right words to say that tell your ideal clients you understand them. That you’re uniquely able to help them.
Because, it turns out, marketing very rarely fails. It usually just stops.
It stops because we don’t know what to say, or where and when to say it.
And it stops because we’re too busy doing marketing that isn’t actually working.
But here’s what me and your very best friends have in common: We all think you’re doing too much. And a little focus can go a long way.
Let’s focus on what you’re going to say.
So you can understand your marketing as well as you understand your mission.
If you’re never at a loss for what to do, but you’re often at a loss for what to say, I think I can help.
I write a daily newsletter that shows you the way to always knowing what to say.
And if that’s what you’re looking for, you can subscribe at the link below.
Maybe it needs five more rocketship emoji, but I think it’s a pretty good start as it is.
Now, what about your latest marketing copy—your last blog, newsletter, social post, or tradeshow banner? Is there anywhere it could be tweaked to better demonstrate your value and your uniqueness—and your understanding of your ideal customer?
Give it a try, and let me know how it goes by replying to this email.
And if you think the revised LinkedIn post would have gotten you to subscribe, would you mind forwarding this email to a colleague, peer, or friend who might think so, too?
Kelford Inc. provides finely crafted value propositions and marketing messages for hands-on entrepreneurs and founders.
We’ll show you the way to always knowing what to say.
