> ## 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.

# Kelford Labs Daily: The best award is a sale.
- URL: https://kelfordinc.com/kelford-labs-daily-not-performance-but-sales/
- Published: 2024-04-09T10:28:53.000Z
- Updated: 2026-01-27T15:24:01.000Z
- Description: Not performance, but precision.
- Author: Joel Kelly
- Tags: Daily Labs, focus, specific, clarity, credible, signal, value

> “Ad writers forget they are salesmen and try to be performers. Instead of sales, they seek applause.” — David Ogilvy, Ogilvy on Advertising

Look, I’m not against advertising awards in principle—and, no, I won’t give mine back.

But there is a problem in trying to make ads that get the attention of peers, judges, or the public at large: they’re targeting the wrong people.

Ads that pique the interest of advertising judges, or even just random people, probably *won’t* pique the interest of the person you’re trying to sell to.

**Because most customers *don’t care* about marketing or advertising.**

They care about their work, their lives, their needs, their context, *their* priorities. Not ours.

Of course, we must grab attention of our ideal buyers, but we do that by speaking to *them*, using the words they’d use, in the context they’re likely to notice us, and at the time when they need us most.

Because it’s our job as marketers, not to impress, but to sell.

Which is less about brilliance, and more about credibility.

[**Specificity. Clarity. Focus.**](https://kelfordinc.com/kelford-labs-weekly-specific-clear-and-focused-value/)

So, when it comes time to do your marketing or write that next message, remember: It’s not about showing off how cool we are.

It’s about *demonstrating* how well we understand our customers. By talking to *them*.

📫

Feedback? Email labs@kelfordinc.com