We show experts the way to always knowing what to say.

Finely crafted value propositions and marketing messages for experts and entrepreneurs.

You know what you do. You know that it works. But do you know what to say to attract customers, talent, and resources?

It’s easy to get stuck trying to oversimplify your message, or get frustrated trying to say too many things to too many people at once.

At Kelford Inc., we help expert entrepreneurs and founders with complex marketing challenges define and articulate their unique value to their very best prospects.

We’ll show you how to demonstrate your value at a distance—the essence of marketing—to the people who value it most.

Let’s change the world by demonstrating your value in a way the world understands.

  • Clients We've Helped

    Gavin Mullen, founder of Nellum Technologies, was (re-)launching his consultancy and needed help knowing what to say on his homepage and in his announcement.

    We interviewed Gavin to understand his philosophy and perspective, and his ideal customers, and then crafted a marketing position that demonstrated his expertise at a distance. From that position, we crafted his homepage and About copy and co-created his LinkedIn launch post.

    “Sorry I haven’t posted more since you helped me with that one,” he recently told us, “I’ve been too busy with client work.” We’ve heard that one before, and we never get tired of hearing it.

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Joel Kelly and Leah Sanford are Kelford Inc., and who we are is what we do.

Who We Are:

Joel Kelly smiling kindly to camera

Joel spends his days helping entrepreneurs “demonstrate their value at a distance”—which is his definition of marketing.

He’s a writer and strategist who’s spent his career helping clients find the right words to attract their best prospects. He’s built and led large marketing teams, won international industry awards for his clients, and helped founders and entrepreneurs get their business off of the ground and into the market.

From helping solopreneurs attract their first clients to counselling the country’s most recognizable brands on content strategy, he's devised and applied marketing techniques that get his clients where they want to go.

*Connect with Joel Kelly on LinkedIn.

Leah is a Certified International Trade Practitioner (CITP-FIBP) with a background in marketing, public relations, and community engagement. She uses those skills to translate complex entrepreneurial challenges and ambitions into words and actions that attract her clients’ best prospects.

Her focus on joyful structure—making what needs to be done fun to do—means her clients make progress quicker and further than they thought possible. And her grounded approach to the realistic challenges of marketing means she’s able to empathize and encourage along the way.

She focuses on what moves and motivates entrepreneurs to do amazing work, at a steady pace, for the long-term—and she gives them the words and courage they need to promote that work.

*Connect with Leah Sanford, CITP, on LinkedIn.

What We Do is How We Work:

We help entrepreneurs demonstrate their value at a distance—to their ideal customers, in their ideal way. So they can attract prospects, talent, and resources to fuel their growth.

Our process flows in three phases:

A thick, hot pink outine of a circle. This is the border of the Kelford Inc logo and grows as you scroll down.

Phase 1: Defining

First, we’ll meet with you to define and articulate the unique value you bring to your customers, based on the decisions and tradeoffs you’ve made to focus on what you do best.

This is a deep exploration of what makes your business tick, and what makes you want to build it.

After this part, you’ll know the prospects to target and the value you deliver to them.

The Kelford Inc logo growing. Now the hot pink circle outline has the stem and leaves of a plant growing inside it.

Phase 2: Demonstrating

Next, we’ll create—and show you how to continue creating—marketing messages that get attention, interest, and purchases.

From website copy, to trade show banners, to proposals and pitches, we’ll give you the words to express your unique value to your prospects—wherever they might be.

After this part, you’ve got the right words and the tools to make more of them.

The completed Kelford Inc logo with the full plant blooming inside. You've reached step 3 and are fully blossoming.

Phase 3: Developing

We have a saying: marketing rarely fails—it usually just stops. So at this phase, we show you how to keep your marketing going and growing for the long-term.

We’ll provide you with our decision-making workflows to make messaging more effective, exercises to get your team engaged and creative with your content, and ongoing coaching and support to make sure you're making daily progress.

After this part, you’ll know your unique value—and so will your best prospects.

The Kelford Inc logo on a neon, textured background

Kelford Labs:

The Art and Science of
Demonstrating Value at a Distance

Our daily and weekly newsletters dig into the art and science of demonstrating your business's primary value to your very best customers, in ways that feel right, keep you motivated, and pay for themselves.

It’s ideal for entrepreneurs who want focused direction for their marketing, so they can better demonstrate their unique value to their very best customers.

Visit Kelford Labs to sign up and learn more.

Read our most popular editions here.

How to Start Right Now:

Would you like to change the way you demonstrate your business’ value to your ideal customers?

That starts with a conversation with Kelford.