What did you expect to happen? — Kelford Labs Daily

When our marketing doesn’t work, we’ve got to ask ourselves:

“What did I expect to happen?”

Because, most of the time, we didn’t really expect anything specifically. We thought it would just, you know, work.

But we forgot to define what that actually means, numerically, financially, emotionally.

Or we thought things would just... improve. Sales would go up. Our confidence would skyrocket.

Everyone who ever doubted us would publicly recant.

But when we don’t actually specify—and, you know, write down—what we expect, we can’t expect much.

Because marketing isn’t about just putting stuff into the world and watching the sales roll in.

It’s about demonstrating our value—every day, in every single thing we do.

So when we pay for that ad, post that story on social, or sponsor that event, we’ve got to write down what we’re hoping for, and why we’re likely to get it.

Because that’ll show us whether we actually should expect it or not. It’ll reveal to us whether what we’re hoping for is likely, or fantasy.

Are we expecting website visits (and how many)? Are we expecting lead submissions (and of what quality)? Are we expecting lots of Likes and Comments (and from whom)? Are we expecting to be inundated with awards and accolades (and why)?

If we don’t know what we’re expecting, we don’t know what we’re expecting other people to do. Which means we don’t really know what we’re doing—or why.

We’re running around, marketing in circles, but we just end up dizzy and disappointed.

It’s time to expect more.

It starts by writing down what we expect now.

Kelford Inc. provides finely crafted value propositions and marketing messages for hands-on entrepreneurs and founders.

We’ll show you the way to always knowing what to say.