I believe definitions matter, because words imply actions.
The way we speak about something influences the way we act about something.
When we don’t really know what marketing means, we’ll be less able to perform marketing well.
When we don’t understand what a position is, we’ll be less likely to occupy and defend ours.
So here are just a few marketing terms and our definitions:
Marketing: Demonstrating value at a distance.
Sales: Demonstrating value in the moment.
Branding: Demonstrating your values over time.
Strategy: The structure to work efficiently to get what you want.
Positioning: The area within the market (in the mind of the prospect) you want to occupy.
Oh, and Kelford Inc.: The way to always know what to say.
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.