Done or doing? — Kelford Labs Daily

Here’s something I like to keep asking myself:

Do I know what I’m doing, or only what I’ve done?

What I mean is, it’s easy for consultants to fall into a marketing trap:

Only talking about what we’ve done before.

And, as we age, sorry, I mean, gain experience, we can accidentally start citing older and older examples.

Not because we aren’t still active and learning, but because we stopped keeping track of interesting examples as they became less novel.

As we got better and better, the cool and exciting projects started happening more and more and became less of either. 

Which means our stories start aging. Our blog, newsletter, or social accounts start stagnating.

We stop having interesting things to talk about that happened recently, or are happening now. Because it got more normal, more typical.

Which is just another way to say more credible.

The consistency of our quality is exactly the sort of thing we want to show off.

But if we don’t talk about what we’re doing (and only talk about what we’ve done) our prospects can’t be blamed for wondering what we’ve done lately.

For thinking, “Is their experience as out of date as their examples?”

So take another look through your social channels, your website, your marketing as a whole and ask:

If someone didn’t know I was still active, engaged, and expert in what I do, what does my marketing tell them?

That I’m in this, or that I once did this?

Reply to this email to tell me what you think, or ask any questions!

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