Just say it — Kelford Labs Daily
And be specific.
“When information goes ‘in one ear and out the other,’ it’s often because it doesn’t have anything to stick to.”
— Joshua Foer, Moonwalking with Einstein
This is why specificity sells.
Because one of the goals of content is to connect our process to something our audience already cares about.
Otherwise, our information won’t “stick” to anything. It’ll go in one ear and out the other.
So when clients ask me what to say in their content, I’ll often ask them a question, like: “What do you not do that everyone else in your category does do?”
They’ll then eloquently, and specifically, articulate their hard-won insights.
And I’ll say: “Say that.”
When we don’t know what to say, it’s usually because we’re trying to say too much, to too many.
But if we remember that our information needs to stick to something, we’ll remember that we need to be specific.
And specificity is actually a lot easier than it sounds.
All you have to do is ask yourself, “Why do I do things the way I do them?”
And then you just... say it.
Reply to this email to tell me what you think, or ask any questions!
Kelford Inc. shows communicators the way to always knowing what to say.
