I’ve been reflecting more on what I said the other day, that good marketing requires asking why it needs to be done at all.
If we just churn out what springs to mind, or have AI do it for us, we’re skipping a valuable part of the process.
Because asking the why answers the what.
When we ask ourselves why we’re about to make that post, or why we’re about to build that dashboard, or why we’re about to write that outreach email, it forces us to think about the experience on the other side.
Will the post actually matter to anyone who sees it?
Will the data actually inform our future decisions?
Will the outreach email actually get the reaction we hope for?
If we answer no, or answer hesitatingly, we have a signal about what we should be doing instead.
Maybe that post can wait. Maybe that data isn’t useful. Maybe that outreach email reads like spam.
Just because we can do something quickly, that doesn’t mean we should.
Because we might be skipping past the most important part:
Asking ourselves why we’re doing it at all, so that what we make actually matters.
Kelford Inc. are content marketers for expert advisors. If you’re struggling with what to say and where to say it to attract your ideal clients, we’ll show you the way.