Kelford Labs Daily: Where do you start?

If it’s been a while since you’ve taken control of your marketing and put new content into the world, where do you start?

Well, you can start by remembering that marketing is complex—as in, it is an interwoven, adaptive system—but it is not complicated.

At its core, it’s simple: It’s the art and science of demonstrating value at a distance.

So, first, identify the unique value you provide to your very best customers, in their words.

What do they say about you when they tell others?

Then, figure out the values that have inspired you or enabled you to provide that to them.

Why do you do things your way instead of the way everyone else does?

Finally, think of ways you could demonstrate the connection between your values and what your best customers value.

How can you show someone that your approach is unique?

How would you do it in person? How would you demonstrate it to them over the phone? How would you demonstrate it to them over email? Or in a social media post?

You wouldn’t just say, “I’m the best.”

You’d show them how you work, and what sets your work apart from others’.

You might even tell them what you don’t do, so you can focus on what you do do best.

So, if you’re just starting your marketing back up, stop thinking about it like it’s marketing—or like it’s complicated.

And think about it as simply demonstrating what makes you different, at a distance.