I get asked a lot about how to translate a strategy, a position, an idea, or belief into actual words.
“That strategy is great and all... But what do I say?”
My answer is simple: what you say is what you do.
That’s the translation layer, the layer that transfigures an idea, a strategy, a belief, a concept into words and language.
You take your belief or your position and you ask yourself, “How is this manifested or made real by way of my actual working process?”
Or, more simply, “How does what I do demonstrate that this is what I believe?”
Then, you write that down.
Here’s the clearest example I can give: My belief is that marketing doesn’t really fail, it usually just stops. So the most important thing is avoiding that.
That’s my big idea, my overarching concept.
Now, how do I communicate that in words? How do I translate that into language?
By writing a newsletter every day which, a) shows you that marketing can keep going, consistently, if you make it a habit and b) gives you tips, ideas, and concepts that you can turn into your own marketing messages.
Just like today, just like right now, in this very moment.
So, how do I turn my ideas into words?
By showing you what I do that makes them real.
In short, by demonstrating how it works via language.
That’s all you need to do, too:
Figure out what it is you believe that makes your work unique, and then use your words to show your prospects how you do it.
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.