Ever have the thought, “This marketing must work?”
Like, the thing you’re about to attempt, you need it to work. And you feel like it should work because you’re doing everything right. You’re doing it the way everyone else does that you’ve seen work.
So it’s got to, right?
But let’s think about what that would mean, if you could guarantee marketing results from any particular attempt.
If you could state a goal, create a tactic, and have it work for sure.
Wouldn’t that make you... magic? Isn’t that mind control? To guarantee that a particular type of communication will have a particular result, every time?
Do you have that ability? Does anyone?
No, right? I mean, if anyone had that ability, they certainly wouldn’t tell anyone. That would defeat the whole purpose.
Because marketing is never guaranteed. We’re talking about changing people’s behaviour here, that’s not something you can perfectly predict ahead of time.
We don’t control how other people react or respond, we only control our own attempts. We only control whether something could work, not whether it will.
So the next time you think, “This has to work,” save a moment for the more important thought:
“What will I do next if it doesn’t?”
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.