Who’s your marketing about? — Kelford Labs Daily
You, or them?
“The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world’s best seed!) that they forget to tell us why we should buy (the world’s best lawn!)”
— John Caples, Tested Advertising Methods
The above quote is 93 years old.
And it’s every bit as relevant today as it was then. Moreso, perhaps.
Because there are more companies, more brands, more products, more services, more everything now than there was then.
There are more advertisers competing for the same attention, and more ways for consumers to fill their attention than advertising.
So if we want to get noticed, we have to talk about what our prospects want to hear about.
Which isn’t us. It’s them.
Our prospects want to know how their lives or businesses will be improved, not about how great we are. Our greatness, our quality, is implied and understood when we effectively communicate how we help.
But if we only talk about ourselves, we’re only talking to ourselves.
Everyone else stops listening.
So in your next social post, advertisement, or piece of content, make sure you’re talking about what your audience wants to hear about.
Themselves.
Kelford Inc. shows entrepreneurs the way to always knowing what to say.
