What you’ve done is better than what you’ll do — Kelford Labs Daily

Let’s say your marketing content has been struggling, or is simply stalled.

You feel like you should be doing more, posting more, promoting more, but you don’t know where to start or how to stick with it.

Then, in a bit of a doom scroll, you come across a LinkedIn post, which says:

“I help my clients get their marketing started and I help them stick with it.”

That sounds somewhat compelling, as it’s exactly what you need.

But what if you then came across a post which said:

“Yesterday, I helped three of my clients get specialized content created, published, and promoted to their best prospects.”

Isn’t it interesting how much more credible that sounds? And, in being so, more compelling, even though it makes no promises?

What I’m always telling my clients is that abstract, promissory posts and content are actually less compelling than specific examples.

Even if they contain no promise at all.

It’s the fact of it that’s interesting, the specificity of it that’s convincing.

I mean, who would you trust to fix your car? Someone who says, “I know how to fix the problem you’re having,” or someone who says, “I fixed that exact problem yesterday”?

Me? I’m working on a lot of content these days, and I could make a bunch of promises about that.

Or I could say:

Every week I spend a few hours interviewing my clients to extract novel insights, and then I handwrite content in their brand voice that demonstrates their unique value at a distance.

We then employ a “zero-waste” marketing approach where that content, as we gain feedback from the market about it, informs the ads we run, the media we approach, and the strategy we deploy to promote it to their next-best prospects.

All day, every day.

So, the question for you is, are you making vague, abstract, or broadly promissory content about what you claim you can do?

Or could you, instead, just say something specific about what you’ve already done?

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.