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# Remember who’s reading — Kelford Labs Daily
- URL: https://kelfordinc.com/remember-whos-reading-kelford-labs-daily/
- Published: 2024-12-04T11:24:42.000Z
- Updated: 2026-01-27T15:14:11.000Z
- Description: And make it about them.
- Author: Joel Kelly
- Tags: Daily Labs, customers, care, content, value, linkedin, focus

> “Make sure that what you promise is important to your customer.”

> — David Ogilvy, Ogilvy on Advertising

Our marketing is about *us*, right?

We’re supposed to tell people why they should work with us, right?

Well, kind of. But not really.

**Marketing is about demonstrating our value at a distance, which means it’s actually about *delivering* a bit of value in our messages.**

But you see the classic mistake all the time. Scroll through LinkedIn on the “Recent” feed and you’ll experience a cavalcade of impersonal graphics or stock photos paired with a set of features of the business, like their commitment to customer service or their decades of experience.

But that just doesn’t work.

**Because people don’t care about *us*—they care about *themselves*. They only care about our business to the extent it helps them do or get what *they* want.**

So our marketing needs to focus on them: their needs, preferences, wants, and values.

Instead of listing the reasons why the customer should work with us, we can give them a piece of advice that *demonstrates* we can help.

Instead of using a stock photo or templated graphic, we can post a video explaining a tradeoff we’ve made to provide additional value to our customers.

**Instead of thinking, “what do *I* want to say?” we can think, “what do my ideal customers *need* to know?”**

And we can tell them.

No, no, that’s not it.

**We can *show* them.**

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[***Kelford Inc.***](https://www.kelfordinc.com) ***shows you the way to always knowing what to say. Marketing positions and messages for hands-on entrepreneurs.***