Know what to say, know what to sell — Kelford Labs Weekly

Have you been wondering what new service offering to launch?

Or whether to offer a workshop or seminar, and on what topics?

Are you struggling to know what to sell to increase the value you offer to your clients?

If so, I hope you’ll indulge a quick story:

A few weeks ago, we started offering complimentary Marketing Rangefinder workshops to a few newsletter readers. We almost immediately filled the free slots, and in those sessions we learned a lot about the value we could provide, and collected some amazing feedback and testimonials.

Then, just last week, in a newsletter all about our process, I talked about the Rangefinder and how we apply it.

Within minutes, a reader reached out and we booked a full-fare workshop for the New Year.

And that can sound like we somehow went from zero to booking workshops in just a couple weeks.

But to start easily selling an extremely valuable workshop actually took years of writing, thinking, and refining.

See, the Marketing Rangefinder isn’t just some idea we recently had that we’re trying to sell. It didn’t come from the question of, “How do we make more money?” It came from, “How do you know what to say, and where to say it?”

I actually started thinking about the concept, and the problems with the traditional marketing funnel, many years ago.

And well over two years ago I wrote about it for the first time. Since then, we’ve been using it as an internal tool for our client work, iterating on it, refining it, and making it more and more functional.

Gradually, after using it in many client brainstorms and strategy sessions, we were able to compress it into something that can be learned and applied in just a few hours.

And now, it’s in demand. Readers, colleagues, and friends have reached out to sign up, and those who’ve been through it have already applied what they’ve learned and are making massive marketing progress quickly.

But why was this possible?

Because we didn’t guess about how we could make a valuable workshop.

We didn’t spin around in circles trying to figure out what to make, and how to sell it. We didn’t ask ChatGPT or just copy what someone else was doing.

You told us what to sell, by providing feedback on what we said.

By telling us what you needed, what you valued, and what you wanted more of, just by being a reader of this newsletter. By reaching out with feedback and comments and questions.

The way I see it, the way to figure out what to sell starts by figuring out what to say.

It starts by understanding what your best clients (and your best prospects, who, say, read your newsletter every week or even every day) value most.

Clarity comes from creation, from daily iteration, not from guessing or asking ChatGPT what you should say, do, or make.

Instead, ask your customers. Your prospects. The people who understand what you do and value it in their own lives or work.

Notice what they’re noticing, notice what they’re valuing. And notice the problems they’re struggling with and trying to solve.

The Marketing Rangefinder workshop is just an expression of the process we’ve been demonstrating all along.

Which means, your next workshop, service offering, or seminar needn’t be a question, it needn’t be confusing.

All you need to do is start by making content.

By talking or writing about what you do, and how and why you do it. And then collecting feedback about what your best prospects care about most.

So when it comes time to create something new, you already know what to sell.

Because you already know what to say.

If you’d like to learn more about the Marketing Rangefinder and sign up for a session for you or your team, just reply to this email!

Kelford Inc. shows you the way to always knowing what to say.