Marketing when it’s the last thing on your mind — Kelford Labs Daily

Earlier this week, a friend bluntly blurted out, “The last thing I feel like doing right now is marketing. But the last thing I need is for my business to slow down because I stopped.”

Have you ever felt that way? Like the very idea of putting yourself out there feels wrong, uncomfortable, or inappropriate?

But at the same time, you’re worried if you take your foot off the pedal, your business will eventually lurch to a halt.

And that will just make everything worse.

So here’s what I told my friend:

Focus on the people who want to hear from you right now.

Lots of people—perhaps even most—don’t. But somebody does.

So take a break, take a breath, take a few days.

But when it’s time to come back to it, talk to one person in your marketing. The one person you can clearly picture who needs your business’s support right now.

For me, I’m talking directly to my friend right now. And if it helps anyone else, that’s great too.

For you, think about the questions you’ve been asked recently. And consider making content that addresses those questions and address it to the people who asked.

If you’re an accountant, somebody needs tax advice right now.

If you’re a branding agency owner, somebody needs to know how to create a good creative brief right now.

If you’re an IT consultant, somebody needs to integrate their newsletter with their CRM.

Those are just examples, but you see what I mean:

When we don’t feel like marketing, we don’t have to. We just have to be helpful.

It keeps our momentum moving. It keeps our business visible.

And it keeps our clients, our friends, our prospects feeling supported, which is exactly what somebody needs right now.

Because sometimes the best way to not feel self-promotional is to not be self-promotional.

And focus on being helpful instead.

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