Where to find your voice — Kelford Labs Daily

“It’s kind of crazy but, in my experience, that’s the whole game: (1) becoming convinced that there is a voice inside you that really, really knows what it likes, and (2) getting better at hearing that voice and acting on its behalf.”

— George Saunders, A Swim in a Pond in the Rain

How do you know if your marketing is any good before it has time to work?

The first step, of course, is making sure it can work. Making sure it’s focused on a real customer, with a real need, in a specific way, at a specific time, in a specific place.

But once you’ve done that, how do you know if it’s good? If it’s high quality? If it represents your business well?

Well, that comes down to taste. The innate sense we have about something’s quality based on our own preferences.

And taste comes from experience.

You can’t develop a taste for cooking, for instance, without cooking a lot.

You won’t know if the ingredients are mixed perfectly unless you’ve tried them many times, across many occasions, in many different circumstances.

So if you’re worried that your marketing isn’t up to the standards of the market, you first have to make sure your standards are where they need to be.

And the only way to get there is by looking at a lot of marketing, your own and others, and paying close attention to what you like and what you don’t. What appeals and what doesn’t. What attracts and what detracts.

Over time, the voice in your head will expand its vocabulary to give you better and better insights into what to change, what to keep, and what to improve.

But it starts with learning, practice, and repetition.

Keep at it, keep noticing, and keep developing your tastes.

And the marketing you make will get better and better.

Kelford Inc. shows you the way to always knowing what to say.