Prove it. — Kelford Labs Daily

This newsletter is my answer to the demand, “Prove it.”

Last week I had a call with a friend who’s struggling to get consulting clients.

My friend noted how many other people they know who are winding down their businesses and looking for full-time jobs. Not that those are especially easy to get these days, either.

“I don’t know how anyone’s getting clients these days,” they said. “I don’t even know how you’re getting clients.”

“First, luck,” I said, knowing that that’s always the biggest element.

“But, second,” I said, “is that I’ve written, like, 800 newsletters over the past 5 years.” At a certain point, it’d be weird if we didn’t get clients from that.

“Why does that help?” they asked.

“Because it’s my answer to the question, ‘Prove it,’” I said.

The content I’ve produced is what I can point to when someone says or thinks, “Sure, but how can I trust you know what you’re talking about?”

If you read what I’ve written and it makes sense to you, if it reinforces what you know to be true, and if it helps you in the moment get better at your marketing... That, well, makes you more likely to want to work with us.

Because that’s more or less the point of marketing content. It’s not going to get you massive attention because blog posts and newsletters very, very, very rarely go any sort of “viral.”

But when someone finds you, and sees that you do what they need, they instantly, instinctively wonder, “Can you prove it?”

So, having a wealth of content to point to, a particular post that applies to almost any situation, is one way to prove you know what you’re talking about. It’s a way of showing you’ve thought about this, you’ve worked on this, and you’ve been at it for a while.

Because this is what content can and should be: A window into your way of working that shows your prospects how and why you do what you do.

If you find yourself nodding along to this newsletter, you know exactly what I mean.

Reply to this email to tell me what you think, or ask any questions!

Kelford Inc. shows experts the way to always knowing what to say.