I already know how you’re not going to do this — Kelford Labs Weekly

Later this morning, I’m hosting a live Q&A and walkthrough of our Marketing Rangefinder framework.

(Actually, if you just received this, you still have time to join. RSVP here before 9am EDT/10am ADT and we’ll send you the invite.)

But I already know how some of the participants are going to get off track, even after they learn how to write their marketing messages.

During the session, you’ll be given a list of questions to answer that point the way to your marketing position and the messages to reinforce it at each marketing “distance.”

And, for some of you, that’s going to be either exciting or overwhelming. But the outcome is largely the same: Burning out before you make progress.

So I don’t want you to do too much. In fact, I think you should just do one thing today, after the Q&A (or right now, if you’re not able to join):

Write down and finesse your position, based on the Four Questions.

Let’s go through them here, using an example of a movie recommendation app I’ve been testing.

So, you remember your 4Qs:

1. Of the many things you might sell or provide, which single one, if removed, would eliminate your primary value?
   Example: We provide personalized movie recommendations
2. What do you NOT do that everyone else in your sector, industry, or market DOES do?
   Example: Without worrying about what everyone else likes
3. What does that allow you to OVERDELIVER on, beyond the point of what others might consider reasonable or necessary?
   Example: So that you can dive deeper into your own tastes, not the crowd’s
4. So that means you’re the best option for someone who:
   Example: Wishes they could be the algorithm

If we assemble it all into a sentence, we get:

We provide personalized movie recommendations, without worrying about what everyone else likes, so that you can dive deeper into your own tastes, not the crowd’s, making us the best option for someone who wishes they could be the algorithm.

But that’s a little stilted, right? It doesn’t quite sound like someone who understands the problem.

So, since this one is personal to me (like your business is to you!), it helps to rephrase it using the actual language your audience and you actually use.

For this app, and for this audience of movie nerds (yes, hello, I see and am you), we can adjust the language to get closer to the real problem and solution:

When you’re trying to choose what to watch, you want to know what you’re going to like, not what everyone else is watching. If you know you’ll never find your next 5-star film on the Top-10 list, you need a new recommendation algorithm. With this app, your tastes are the algorithm.

Remember: This is not marketing copy, we haven’t even chosen where we’re going to put our messages yet.

For now, this is about understanding your position, so that when someone asks you what you do, or you have a marketing opportunity, you’re not starting from scratch.

You’re starting from a position that’s real. That you can occupy and amplify.

And by finessing your position, you’re making it yours. It’s not mine, and it’s not this framework’s.

It’s your position, you own it. And now that you own it, I think you’re going to remember it.

It’ll stick in your mind, a little bit, and you’ll feel compelled to keep making it better.

By making it more real.

So do this one thing today, and you’ve done an awful lot.

And it might be all you can and should do right now.

Because knowing what to say can be exciting, and it can also be overwhelming.

So start here, and start building out your new messages one day at a time.

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.