Less thinking about marketing — Kelford Labs Daily

So here’s a weird revelation: I don’t actually spend a lot of time asking my clients what they think about marketing.

Stay with me.

Instead, I ask them how they feel about it, and what they’ve actually done before.

I’ve found that those are just better predictors of what they’re most likely to do going forward.

So, let’s imagine I asked you: “Do you think you should be creating marketing content?”

You’re likely to say yes.

And that could easily lead me (and you) to believe you actually will.

So that’s why I ask, “How do you feel about it?” Or “Have you done something like this before?”

What are your answers to those questions?

I bet some of you would answer, “I hate it.”

Or, “No, I’ve never really done it before.”

In my experience, people tend to do the things they like doing, or are used to doing.

So if marketing is a habit (which I think it is), that means I need to search for your intrinsic motivation, or pre-existing habits that can be augmented or swapped with a new approach.

I once had a client tell me the marketing position she was about to implement made her “want to throw up.” Seriously.

So, we changed it. We found another angle, and it worked. She worked the position. And she ended up being able to sell her business, which had been the whole goal.

If you’ve had, “Think about LinkedIn” or “Think about marketing content” on your to-do list for weeks (years?) now, it might be time to consider how you feel about it.

Because if you hate it, you’ll never do it, and that’s the primary fail-state for marketing. Just... stopping.

It’s worth it— No, it’s a requirement, that we find ways of doing marketing that we can actually like doing.

Or ways that are aligned with what we’re already doing.

Otherwise, we’ll keep thinking about what we need to without actually doing it.

The question, then, is simple: What kind of marketing do you like?

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

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