Try it before you buy it — Kelford Labs Daily

Too often, and too soon, marketers commit before they experiment.

They try to figure out a streamlined, scalable version of doing something before they know whether they can do it, or even whether they should do it.

So, yesterday, I hopped into a Riverside recording session with a client.

We spoke for about 25 minutes, with me asking a series of questions about their business, their work, and their background.

Then, I took the footage of just their side of the conversation and turned it into short video clips.

An hour or so after our conversation, my client had a prototype of a video for social media to review and provide feedback on.

Are they committing to a video-first marketing strategy, or even committing to making videos at all?

No, they’re experimenting.

That’s why I advocate for two things:

1) Prototyping your marketing messages and media before committing

2) Working with marketers who can prototype instead of merely advise

Anyone can tell someone else what to do, based on best practices or even past experience.

But not everyone can do the work themselves, not everyone can demonstrate how it works.

So make sure, whoever you work with on your marketing, that they can prototype, they can create, they can experiment.

Make sure you can try it before you buy it.

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

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