Marketing is self-control — Kelford Labs Daily

The big secret about marketing is that it’s all about self-control.

Here’s why: Patience, consistency, focus.

These are all the things that make marketing work. And yet they’re all things we’re naturally disinclined to.

We don’t want to be patient. We want results right now.

We don’t want to be consistent. We want the freedom to try anything.

We don’t want to be focused. We want to expand and grow.

Which means marketing is about self-control.

So how do we attain it? We build structure.

That’s the essence of marketing strategy: Building the structure to work efficiently to get what we want.

It’s about defining ahead of time what we’re being patient for. What we’re being consistent about. And what we’re focusing on.

So it never comes down to impulse, indecision, or in-the-moment action.

So if your marketing isn’t working, don’t ask yourself if you’re doing the right marketing.

At least not at first.

Ask yourself if you’re being patient.

If you’re being consistent.

If you’re being focused.

And if not, the problem isn’t our marketing. It’s our impulses.

And if we can control them, we can control our marketing. We can control our future.

So the best way to make marketing progress isn’t simply stressing about the content.

It starts by building the structure to control ourselves.

Kelford Inc. shows you the way to always knowing what to say. Marketing positions and messages for hands-on entrepreneurs.