“Ritual Banality Avoidance” — Kelford Labs Daily
By being unique.
expert
12 posts
Bridging the credibility gap — Kelford Labs Daily
By focusing on your current expertise.
Give away some secrets — Kelford Labs Daily
So prospects know you have them.
Marketing Expertise Marketing — Kelford Labs Weekly
Marketing makes you better.
The most important content questions — Kelford Labs Weekly
What I’ll ask if you ask me about content.
Daily Lab: Brilliantly irrelevant
Simpler, not smarter.
Daily Lab: How do you help?
What’s your unique question?
Daily Lab: Experts don’t build brands
To grow a sustainable business, though, marketing costs need to go down over time, not up.
“Ring the bell.”
Marketers especially, but really any type of expert, often have to get our ideas approved by committees, groups, or boards. In any of these cases, we run into the usual problem: Everyone on a committee or in a group has their own opinion and their own mark they want to make.
You’re writing it, not reading it
“I can’t write about that, everyone in my industry already knows it.” A friend recently said that to me. They were worried that the marketing content they were working on was too rudimentary, too basic to be impressive. Have you ever worried about that?
How do you suppose customers choose?
A large part of my day-to-day work is applying marketing strategy to help people make a successful transition into consulting. And some of the most common struggles I help them work through are variations on, “My industry is so price-sensitive.”
Even if you lose, you win
If there are red flags during the sales process, if the project seems doomed from the start, those issues won’t suddenly go away once there’s money, expectations, committees, and deadlines involved.
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