> ## Content Index > Fetch the complete content index at: https://kelfordinc.com/llms.txt > Use this file to discover other available public pages before exploring further. # Commentary: The secret to marketing performance - URL: https://kelfordinc.com/commentary-secret-marketing-performance/ - Published: 2023-04-18T10:56:56.000Z - Updated: 2026-01-27T17:35:51.000Z - Description: The only types of organizations who see results from marketing are the ones who do marketing, at least a little bit. - Author: Joel Kelly - Tags: commentary, Weekly Labs, Daily Labs, practice, action, procrastination, rangefinder, marketing funnel, habit, patience, persistence A few weeks ago, at a family gathering, four of us sat around a chess board as we caught each other up on our lives. Between us, we quickly realized that we knew all the pieces, their moves, and how to set the board (though, what *were* those extra pieces for?) But that didn’t mean that any of us knew how to *play*. Before you learn to play the guitar, you imagine that the hard part is memorizing the names of the strings, the chords, and the finger positions. Then, you realize that’s the easy part. **The hard part is *playing*.** Because, like chess, guitar, and marketing, the hard part isn’t *knowing* the moves—it’s *making* them often enough to learn and improve. The only type of person who learns to play an instrument is the type of person who can learn to practice, at least occasionally. The only type of person who can play chess is the type of person who sits down and plays a game, at least once in a while. **And the only types of entrepreneurs who see results from marketing are the ones who *do marketing*, at least a little bit.** As the cliche goes, the least important thing is *where* you start, the most important thing is *that* you start. And that you keep going, learning, improving, and making the moves, playing the songs, and demonstrating the value. That’s why the [Marketing Rangefinder](https://kelfordinc.com/framework-marketing-rangefinder/) exists. It does not tell you *whether* you should post on LinkedIn or Instagram, but it does tell you if that’s worth thinking about right now. And if it is, it’ll help you make a wiser choice. It doesn’t tell you if you should start a newsletter or YouTube channel, or if it’s time to invest in paid ads. Only how to consider your options and opportunities, and how to make the most of them. When I ask my guitar teacher an unnecessarily specific question about music theory as a way to distract from the fact that I haven’t practiced that week, he always does the right thing. He praises me on my curiosity, answers the question, and then guides me back to the actual work. Because we’ve eventually got to admit to ourselves that agonizing over marketing decisions is just another way of not making them. It’s procrastination that looks and feels like effort, but gets us nowhere. There’s no data that will tell you *whether* you should do something, but there’s plenty of data to help you prepare for what might happen if you do. And, hey, that might just be the same thing. When I complain that I haven’t quite nailed a chord transition yet, the first and most urgent question to ask is, “Have you spent much time, you know, *doing it*?” And if your marketing isn’t paying off, [I first must ask](https://kelfordinc.com/are-you-dewing-it/), “Are you doing it?” **Before any performance—musical *or* marketing—there is *practice*.** So, if you want to know the absolute perfect, can’t-go-wrong place to promote your work, I’m thrilled you’re interested. And I’m excited for you to find out. But first, you’ve got to start playing. And a great place to start is with the [Marketing Rangefinder](https://kelfordinc.com/framework-marketing-rangefinder/). *Next week: A video walking you through using the Marketing Rangefinder exercise.* 🧠 This content is 100% organic, created without the use of generative AI. If you enjoyed it, please share it with a friend or sign up for my [daily email here](https://kelfordinc.com/#/portal/account), under “Email Preferences”.