More certain we are good — Kelford Labs Daily
Building credibility.
“Joel Raphaelson and his wife Marikay worked as copywriters for David Ogilvy in the 1960s… Joel’s idea, most simply expressed, is this: ‘People do not choose Brand A over Brand B because they think Brand A is better, but because they are more certain that it is good.’”
— Rory Sutherland, Alchemy
Our job as marketers is not to persuade people to buy from us because we’re “better”.
It’s to increase their certainty that what we offer is the most credible solution for them in particular.
So how do we do that?
First, by focusing our curiosity on the customers we have, and mining their words and expressions for phrases we can use in our marketing.
Then, it’s about overdelivering on our promises, raising their level of appreciation beyond satisfaction and all the way to connection. We want to overdeliver to such a degree that they feel compelled to tell others about what they experienced.
Finally, we focus all of our efforts in our work and our marketing on the value our very best customers talk about most, refer us based on, and come back for.
We can’t build a solid reputation, or certainty that we are good, by doing everything for everybody.
Instead, we need to be curious about what our best customers care about most. We need to overdeliver in those areas.
And we need to continually focus down to get, not just better, but more credible.
So they can be more certain we are good.
Upcoming LinkedIn LIVE:
What if your 'ideal audience' isn’t so ideal after all?
In B2B, oversimplified assumptions can derail your strategy—wasting time, energy, and budget.
Marketing consultants Joel Kelly and Alison Knott will break down the most common ideal audience profile (ICP) mistakes, and what you can do instead to create magnetic marketing that wins more business.
Bring your burning questions for this lively Q&A!
📅 Wednesday Feb 5 | 🕐 12pm Eastern (1pm Atlantic)
