Before you ever knew who I was, how much did you care about me?
I mean, beyond the innate care you extend to all humans as the decent person you are... the answer is “Not at all,” right?
How much did you care about why I work the way I do? About how I specifically achieve my clients’ goals and objectives?
Again, not at all, right?
Because how could you? You didn’t even know who I was.
No, before you could care, you needed information. You needed to know I was worth caring about, because I provided the services, insight, or knowledge you were looking for.
Once you had that information, you took one step closer and signed up for this newsletter.
And now, at this distance, you’re finally close enough to care.
More than that, to take one more step closer and one day become a client (or even reach out with a question) you now need more than information.
You need me to reveal insights that speak to my tradeoffs, my principles, my values. So you can get comfortable enough to get closer.
All of these things are true of your clients and prospects, too.
Before they know who you are, the last thing they need is a bunch of philosophy, a bunch of “Why” statements about your values and vision. No one cares about your mission if they don’t care about you.
And they can only care about you (again, beyond the basic kindness we grant all strangers), once they know you.
And once they know you, they need more than that information. They need revelation.
They need you to reveal what you know and how you’ve come to know it. So they know you’re the right business for them.
Remember: When they’re Far away, they need the clarity of information.
But when they’re Close, they need the comfort of insight.
Are you giving it to them?
Kelford Inc. is the marketing team that’s never at a loss for words. If you’re struggling with what to say and where to say it to attract ideal clients, we’ll show you the way.