Marketing at a moment’s notice — Kelford Labs Daily

When we’re put on the spot, it’s easy to lose our words:

• We’re at a networking event and someone asks us what our company does.
• Or we’re talking to a prospect and they ask us what makes us different.
• Or we’re struggling to come up with something to post on LinkedIn.

These are occasions when we want to be able to make marketing messages at a moment’s notice.

We don’t want to have to take time to create some carefully planned campaign, or arduously craft some perfect point.

We want to be able to just... talk. To just describe what we do and what makes us different. Simply, clearly, compellingly.

It’s moments like these that we need to know our measurements:

• We need to define what our unique value is, in the eyes of our customers.
• We need to know how we uniquely deliver that value, by making specific tradeoffs.
• And we need to know how we can demonstrate that value at a distance, in any occasion.

Because once we know our measurements, like a craftsperson or custom tailor, we can make something quickly, in the moment, at a moment’s notice.

We struggle with our words not because we’re inarticulate, but because we’re trying to start from scratch.

But when we know our measurements, when we know precisely what sets us apart and why our best clients value us, we don’t have to struggle.

We don’t have to trip over our words or brush off the question.

We can speak directly, compellingly, convincingly, and naturally about what makes us special.

And we’ll start to relish the opportunities to craft custom messages, instead of dreading needing to, or avoiding situations where we might have to.

That’s how we can be ready to make messages at a moment’s notice.

Tomorrow: making messages for our most-noticed moments.

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