Daily Lab: What value, what distance?
Before we get to the art or the science, we have to ask ourselves: What’s the value, and what’s the distance?
value
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Commentary: The art OR science of marketing?
When you need to get your marketing done, you can get trapped thinking it’s a simple science, or an abstract art.
Daily Lab: Don’t try to convince
Marketing gets into trouble when it tries to convince people of things. When it papers over flaws or embellishes facts.
Daily Lab: Focus exercise
A quick exercise to hone your marketing focus on your most valuable actions and clients:
Daily Lab: Say it to someone
It’s a little silly to make such a basic point, but groups don’t really buy things—people do.
Daily Lab: Do less, demonstrate more
If you do too much, you’ll never be able to effectively demonstrate it all.
Daily Lab: Progress breeds patience
Marketing is a lot easier, a lot more fun, and a lot less stressful when you’re patient.
Commentary: Always Know What to Say
Welcome to the background commentary and recommended reading for the “Always Know What to Say” mental model and the “Making Marketing Messages” framework exercise.
Framework: Marketing Message Maker
Today, we’re going to combine a little bit of science with a little bit of art to help you figure out what to say when you’re asked what you do.
Model: Always Know What to Say
All the social media posts, paid ads, press releases, and website redesigns in the world won’t get you profitable customers if you’re not talking to the right person, about the right thing, in the right way, at the right time, in the right place.
The Family Knife is now Kelford Inc.
For the past five and a half years we've been The Family Knife. But we've also been something else. It's something one of our favourite clients told us this summer: "You're not The Family Knife," she said, temporarily breaking our
Money-Making Marketing in 5 Steps
The reason your marketing is struggling is not because you don’t know what to do. It’s not struggling because you don’t know what to say. It’s struggling because you hate it.
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