It takes energy — Kelford Labs Daily

Perhaps more than any other resource, marketing takes energy.

Not just in the effort of exertion, but in the daily energy it takes to make decisions and choices.

Marketing is about focus, it’s about choosing to make tradeoffs that allow us to be particularly credible to a specific audience.

And that’s not easy. Because we want to expand. We want to say a little bit of everything to everyone.

We want to “cast a wide net,” even though that never works.

It takes energy to resist these temptations.

So if we don’t set a steady pace and manage our energetic resources, we’ll give in to the temptation. And we’ll find our marketing getting less and less effective even as we try to appeal to more and more prospects.

But if we want our marketing to work, we need to focus.

And if we want to focus, we need the mental energy to make tough decisions.

So we can’t try to do all our marketing all at once, or try to attract every prospect we want all at the same time.

Instead, we’ve got to focus our efforts and our energy on one type of prospect at a time, with one clear message of value.

So we make steady progress toward the ideal clients we’re looking for.

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