For me, the two most important things ever written about advertising are:
“Tell the truth and make it interesting.” — David Ogilvy
“If the truth isn’t tellable, fix it so it is.” — John E. Powers
So much of what people find hard about marketing, about advertising, about promoting their business is that they don’t understand the truth of their business, as their ideal prospect sees it.
Because they’re not sure who that prospect is.
Which gets us to Powers’ point: We need to fix it so that we do.
If your marketing is struggling, or you’re struggling to get your marketing done, the question I have for you is simple:
“Do you know to whom you’re talking, specifically? Do you know their name?”
That’s step one.
Everything else, including what to say to them, comes after.
Then we need to know, for them, what’s important? For them, what’s a priority? For them, what’s a waste and what’s a value?
Telling the truth takes work.
Because it takes work to understand what the truth is, as far as our prospects see it.
Kelford Inc. 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.