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# Spontaneity takes preparation — Kelford Labs Daily
- URL: https://kelfordinc.com/spontaneity-takes-preparation-kelford-labs-daily/
- Published: 2026-05-04T10:25:17.000Z
- Updated: 2026-05-04T10:25:17.000Z
- Description: So you always know what to say.
- Author: Joel Kelly
- Tags: advertising, anxiety, brave, confidence, Daily Labs, messaging, pain point, truth, writing, persistence

The way to be able to talk about your business off-hand, spontaneously, and effortlessly is to put in a bunch of effort beforehand.

That’s the secret to anything “impromptu” (which, as Meredith Fineman points out in *Brag Better*, comes from the Latin for “in readiness”): Previous preparation.

No, I don’t mean scripting out exactly what you’ll say in every situation.

I mean pre-defining what you’ll *mean* to say in every situation you’re likely to encounter, like networking events, advertising opportunities, or social media posts.

**That’s how people who always seem to know what to say do what they do: They’ve *thought about it before*.**

I once had to give a speech representing my clients’ industry, at an international conference in South America, *with just 30 minutes’ notice*. I know that sounds like a nightmare situation for a lot of people.

But it actually went *great*.

Not because I’m quick on my feet, but because I’d already prepared for what I’d say in any given situation when representing that client. A speech was just a reformulation of what I already knew.

All I had to do, really, was “[tell the truth](https://kelfordinc.com/telling-the-truth-takes-work-kelford-labs-daily/) and make it interesting.”

Which is all any of us have to do when talking about what we do.

**Which means putting in the work** [**beforehand**](https://kelfordinc.com/practice-before-you-perform-kelford-labs-daily/)**, and maybe even** [**getting support**](https://kelfordinc.com/about-kelford-inc-and-this-website/) **from someone who does it every day.**

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[***Kelford Inc.***](https://www.kelfordinc.com/) ***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.***