“Measuring” your marketing — Kelford Labs Weekly

When people talk about measuring your marketing, they usually (always?) mean after it’s in market.

As in, measuring the results of your marketing.

But that misses the vastly more important time to be measuring your marketing:

Before you put it into the market.

Think about it like this: Marketing must be custom for it to work. We can’t borrow others’ marketing efforts, tactics, or trends.

If we try to copy what someone else is doing, we’ll just end up blending into the background, like business camouflage.

But custom marketing has other advantages, too, just like custom tailoring. It doesn’t just make you unique, it makes your marketing faster.

When you have a great tailor, you don’t just get clothes that fit you perfectly, you can often get them faster than buying online or even off-the-rack.

Why? Because your tailor knows your measurements. They know what you need, and they know what will fit, and they know what will look great on you. So doing that quickly can often be easier than adjusting or fussing with something off-the-rack.

The same is exactly true for marketing: If you know your measurements, or work with someone who can find them for you, you can get marketing faster than if you’d try to copy someone else or buy a tactic (or course) off-the-shelf.

Because, when you think about it, tailors and craftspeople are best on two occasions:

• When you need something at a moment’s notice (you need it fast)
• Or when you need something for a most-noticed moment (you want to get attention)

So, when it comes to marketing, we want to think about it this way:

If we need something quickly, we don’t just want to copy what someone else is doing, or some latest trend we see on TikTok or LinkedIn.

No, we want something custom, so that it can be fast and so that it will fit. Because it was designed with us in mind.

The same is true if we want attention. We don’t want to blend into the background by doing what everyone else is doing, we want something unique, and uniquely us.

But it all starts with taking our measurements, identifying what is unique about our value, the way we deliver it, and the way we demonstrate it.

So how do you take your marketing measurements?

At Kelford Inc. we’ve developed our Signature Value-Defining Questions. Once we have the answers to those questions, we, in essence, have your marketing measurements. We know what makes you unique, we know what makes you credible, and we know what your best clients are looking for.

Then, we can make marketing fast, because we know exactly what we’re aiming for.

And we can make marketing that gets attention, because we know what makes you stand out.

So what are those questions? Well, today I’m going to share three of them, and next week we’ll discuss how to make marketing based on these measurements:

• Measurement 1: Of all the services or products you make or provide, which single one, if removed, would eliminate most of your ability to deliver value? What’s the one thing your customers benefit from most?
• Measurement 2: If a customer works with or buys from another provider, and then works with or buys from you, what would surprise them most about your approach? What don’t you do that everyone else does?
• Measurement 3: Which compliments or testimonials do you regularly get that you don’t appreciate, or feel don’t fully capture what makes you special? What do your clients notice most about your business?

Take the week to think about these questions and your answers.

Feel free to reply to this email if you have any clarifying questions or want to share your answers.

Next week, we’ll dig into how we can make marketing quickly, that fits your unique value, and helps you get the attention you’re looking for.

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