Commentary: The secret to marketing performance
The only types of organizations who see results from marketing are the ones who do marketing, at least a little bit.
Daily Labs
100 posts
Daily Lab: “They must be very rich!”
The cost doesn’t tell you all that much about the customer.
Daily Lab: 100% Organic Content
All the content created here on Kelford Labs will be getting a “100% organic” label going forward.
Daily Lab: Why a daily newsletter?
Why write a daily newsletter?
Daily Lab: Before you can measure, you must make
Sometimes, we’ve got to create the information we want to measure.
Daily Lab: Uncertainty vanishes.
The anxiety that comes with the uncertainty of marketing isn’t a requirement to do great work.
Daily Lab: Influence connects
Because the job isn’t over when we’ve made the sale—a new job is just beginning.
Daily Lab: Curiosity not commitment
We can’t just deliver on our promise—we have to overdeliver.
Daily Lab: Show them what you don’t do
Overdeliver because you’ve made the tradeoffs they value most.
Daily Lab: Find closer customers
Find minds already changed, already needing the type of thing you sell.
Daily Lab: Experts don’t build brands
To grow a sustainable business, though, marketing costs need to go down over time, not up.
Daily Lab: Plans don’t change minds
Does that mean we accept less from or for ourselves? No, it means we find things we want to do.
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