One idea is many ideas — Kelford Labs Daily
Too many ideas are none.
“You cannot chop a tree in two by hitting every time in a different place.”
— Claude C. Hopkins
How often have you asked yourself, “What am I supposed to write on LinkedIn today?” Or, “What should I write my blog post about?”
Or your newsletter, website copy, or any other piece of marketing content?
The problem, usually, is that there are too many options.
Too many potential blogs, newsletters, or social posts that could be written, because our business doesn’t have a specific focus, or clear point of view.
Which means, our prospects don’t have a clear idea of what we do. And why.
That’s why it’s important to limit our field of options by consistently focusing on the same major ideas that influence our process.
Why?
Because we can never assume a prospect will see one thing we’ve created and immediately become a client.
Instead, they’ll need multiple experiences with us, through multiple pieces of content, in multiple formats.
But if our content is “hitting every time in a different place,” as Hopkins put it, we’ll never “chop the tree in two,” so to speak. We’ll never actually make the sale because our prospect will never fully understand our value.
Because it’s scattered, or simply infrequent.
So if you’re struggling to know what to say in your content, the problem probably isn’t a lack of options, but too many.
Do this instead:
Write out the most important thing you want your ideal clients to know about your business. The one thing that, if they learned nothing else, would make them more comfortable buying from you.
(For us, for instance, that’s: “We’ll show you the way to always knowing what to say.”)
And then ask yourself: How could I make many pieces of content about this one thing?
Instead of just making one piece of content about it, and then moving on to a new idea.
Because if we keep moving on to new ideas, our prospects are more likely to move on from us.
Reply to this email to tell me what you think, or ask any questions!
Kelford Inc. shows communicators the way to always knowing what to say.
