Honestly, I struggled with writing today’s newsletter. This is my fourth official draft, the previous attempts now crumpled in the digital wastebasket beside me.
The first one was a screed about AI slop and, well, we’ve all had enough of that.
The second was a weirdly braggy anecdote about getting into an argument with a CEO which went nowhere.
The third was becoming an unnecessarily esoteric philosophical speech about the utility function of value but I’ll spare you that one today.
So I had to stop and just ask myself, what do you need today? Surely it’s not a rant, a humblebrag, or a lecture.
No, I think what you might need is just a little bit of help. And the way I think I can be a little bit helpful today is asking you this question:
- Have you been overinvesting in trying to find new customers somewhere out there in the distant market, neglecting the potential customers nearer by, looking for you?
Because this is the big thing I keep seeing, over and over, across industries and specialities.
Like Plutarch said, we tend to neglect our friends, “while at the same time we want to know the dreams of our enemies.”
We take for granted the people next to us, and we reach out for the people who don’t even know who we are.
Yes, we need both. Yes, it’s a balance.
But honestly ask yourself, are you balancing it? Or are you tilting it in favour of acquisition and “awareness,” at the risk of underinvesting in nurturing, supporting, and growing what you already have?
That’s the danger I see businesses and entrepreneurs walking into every day.
So, today, I wanted to see if I could help a bit.
Take another look at your budget, your marketing investments, and ask yourself if you’re spending more on people who don’t know you than on the people who might be one message away from buying?
I think that will help.
Because, at the end of the day, that’s all content is and should be: A way to help, to demonstrate value by delivering it.
So if you need to make some marketing content today, just keep that in mind, too.
Your audience doesn't need a speech, they just need some help.
Kelford Inc. shows you the way to always knowing what to say.