Remember who’s reading — Kelford Labs Daily
And make it about them.
“Make sure that what you promise is important to your customer.”
— David Ogilvy, Ogilvy on Advertising
Our marketing is about us, right?
We’re supposed to tell people why they should work with us, right?
Well, kind of. But not really.
Marketing is about demonstrating our value at a distance, which means it’s actually about delivering a bit of value in our messages.
But you see the classic mistake all the time. Scroll through LinkedIn on the “Recent” feed and you’ll experience a cavalcade of impersonal graphics or stock photos paired with a set of features of the business, like their commitment to customer service or their decades of experience.
But that just doesn’t work.
Because people don’t care about us—they care about themselves. They only care about our business to the extent it helps them do or get what they want.
So our marketing needs to focus on them: their needs, preferences, wants, and values.
Instead of listing the reasons why the customer should work with us, we can give them a piece of advice that demonstrates we can help.
Instead of using a stock photo or templated graphic, we can post a video explaining a tradeoff we’ve made to provide additional value to our customers.
Instead of thinking, “what do I want to say?” we can think, “what do my ideal customers need to know?”
And we can tell them.
No, no, that’s not it.
We can show them.
Kelford Inc. shows you the way to always knowing what to say. Marketing positions and messages for hands-on entrepreneurs.
