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# Just say it — Kelford Labs Daily
- URL: https://kelfordinc.com/just-say-it-kelford-labs-daily/
- Published: 2025-10-14T10:26:39.000Z
- Updated: 2026-01-27T12:42:57.000Z
- Description: And be specific.
- Author: Joel Kelly
- Tags: attention, clarity, content, Daily Labs, messaging, process, specific, writing

> “When information goes ‘in one ear and out the other,’ it’s often because it doesn’t have anything to stick to.”  
>  
> — Joshua Foer, Moonwalking with Einstein

This is why [*specificity sells*](https://kelfordinc.com/get-specific-get-noticed-kelford-labs-daily/).

Because one of the goals of content is to connect [our process](https://kelfordinc.com/your-process-is-your-position-kelford-labs-weekly/) to something our audience *already cares about*.

Otherwise, our information won’t “stick” to anything. It’ll go in one ear and out the other.

**So when clients ask me what to say in their content, I’ll often ask them a question, like: “What do you** [***not do***](https://kelfordinc.com/kelford-labs-weekly-what-dont-you-do/) **that everyone else in your category *does* do?”**

They’ll then eloquently, and specifically, articulate their hard-won insights.

And I’ll say: “Say *that*.”

When we don’t know what to say, it’s usually because we’re trying to say too much, to too many.

**But if we remember that our information needs to *stick to something*, we’ll remember that we need to be *specific*.**

And specificity is actually a lot easier than it sounds.

All you have to do is ask yourself, “*Why* do I do things the way *I* do them?”

**And then you just... *say it*.**

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*Reply to this email to tell me what you think, or ask any questions!*

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[***Kelford Inc.***](https://www.kelfordinc.com/) ***shows communicators the way to always knowing what to say.***