Marketing promises are false predictions — Kelford Labs Daily

Marketing, because it involves other human beings with their own thoughts, beliefs, contexts, and values, can never be guaranteed.

You can never know for sure what another person is going to do, including buying a product or service.

I mean, think about that: Imagine if someone said they could predict, with certainty, how someone else would behave.

What would you say? What would you think? You’d think them deluded, or trying to delude you.

Because people are, at least to some meaningful degree, unpredictable. There are too many variables for which to account, too many interactions for which to plan.

And yet when people claim that there’s some guaranteed marketing result from a specific tactic, that’s what they’re saying:

They’re saying that they can predict the future. They’re saying they can predict human behaviour.

They’re saying they can do something no one has ever been able to do before.

And all for some low low monthly cost or subscription fee, right?

No, the thing is, a specific marketing result can’t be predicted ahead of time. 

It can only made more likely.

Made more sustainable.

Made more consistent.

So that it has the time it needs to work.

The target audience it needs to get attention.

And the precise messaging it needs to demonstrate value.

So we can either trust the people who say they can predict the future, or we can trust the process.

And make sure we keep going, keep working, keep creating, and keep adjusting.

So that we will, eventually, find the marketing success we’re looking for.

Without ever needing to predict anything.

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