What are you trying to scale? — Kelford Labs Daily

I often get asked about scaling and optimizing marketing efforts.

A new client or prospect will ask how they can “turn up the dial” on their marketing efforts and start pulling in leads at scale.

So then I ask them, “How many leads are you getting from your marketing now?”

And then comes that awkward, uncomfortable silence I sometimes revel in.

Because you know the answer: “None, really.”

So far, their marketing hasn’t been working. So far, all their clients have come from referrals from their peers, current clients, and network.

So what are we scaling, then?

Because nothing times anything is still, tragically, nothing.

If your marketing isn’t working right now, there’s nothing to scale except spending and frustration.

First, your marketing needs to get you any clients. Then, you do more of what’s working and less of what isn’t.

But until you have a single, real client as a result of your real marketing efforts, scale is a fantasy. And a dangerous one at that.

Because it will have you investing money and time in unproven areas, and it’ll have you imagining immediate success just because you spent money. But you can spend a lot on marketing and still have nothing to show for it.

So if you can’t point to a client you acquired via your marketing efforts, you’re not ready to scale. You’re still working on experimenting, on feeling your way to that closed deal.

Once something works, you know what to optimize. But until it does, optimizing is procrastination or distraction.

Focus on the first sale, then worry about the scale.

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.