It’s funny how smart people can seem when they simplify things.
Like, when you hear someone boil down something complicated or technical into just a few words. It makes them sound so much more credible, so much more knowledgeable about their subject.
So this has become a prompt I ask in my conversations with my clients, where I interview them for “novel tokens,” or unique insights about their work and their perspective on it.
I’ll say something like, “Okay, take everything you just told me, and all that detail. And now complete this sentence, ‘It’s simple: All you have to do is...’ or ‘It’s simple: The only thing you need to know is...’”
They always say something specific and unique and fascinating.
And that can become marketing copy or content themes that last for years.
Why is it such a powerful statement? It’s not because it’s the first time they’ve ever thought it, but it might be the first time they’ve ever said it out loud.
Because they’d never been asked.
But once asked, they’ve got something to say.
That’s what marketing’s all about, really, just saying something true, and specific, about what you do and why you do it. Boiling it all down into something concentrated and pure and unique.
So here’s what you do: Imagine someone has just asked you that question, asked you to start a sentence with, ‘It’s simple,’ and finish it.
In fact, that’s what I’m asking you to do, like so:
It’s simple: Just say how you do what you do, simply.
Because that’s all marketing really is.
Kelford Inc. are content marketers for expert advisors. If you’re struggling with what to say and where to say it to attract your ideal clients, we’ll show you the way.