Tools for remembering — Kelford Labs Daily

“Once upon a time, there was nothing to do with thoughts except remember them.”

— Joshua Foer, Moonwalking with Einstein

Are you relying on your prospect’s memory?

When they stumble upon an ad for your business, or hear about it from a friend, is there anything they can do, immediately, to get one step closer without purchasing?

Or is the choice to either buy, or forget?

I think this is the biggest mistake entrepreneurs make when it comes to marketing content. So many assume that all they have to do is tell their prospect about their business, or get their attention with some sort of flashy promo, and they’ll become customers.

But it ignores the simple fact that most people aren’t ready to buy right now.

They’re on their way somewhere else. They’ve already bought something similar. Or they’re currently scrolling on their phone while otherwise indisposed.

Yeah, some people (nerds like me) keep a notebook on their person at all times, or (again, like me) use read-it-later apps and services, and obsess over bookmarks and reminders.

But most people have better things to do than keep a record of all the interesting links, promos, and products they stumble upon.

In fact, they mostly just forget about them.

So if there’s nothing for them to do (like subscribe to a newsletter, sign-up for updates, download a useful tool, or create a calendar reminder) they won’t do anything at all.

When you think about it, it’s shockingly hubristic to think that our business, service, or product is the most important thing going on in our prospect or customer’s life right now.

But when the moment comes, when we are important because we can help, they need to have remembered us. Which means they need to have been able to do something in the previous, earlier moment to be able to recall us later.

Don’t just think about the content you create as a tool for attracting initial attention.

Think about it as a means to retain it.

As a way to be remembered.

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

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