Are you choosing friends or strangers? — Kelford Labs Daily

“It’s easier to desire and pursue the attention of tens of millions of total strangers than it is to accept the love and loyalty of the people closest to us.”

— William Gibson’s Idoru

A few years ago, I found myself frustrated by a marketing challenge, and I ended up complaining to a fellow participant in a coaching program.

I was trying to sell tickets to an event that I knew was valuable, to a group of people who didn’t know me.

See, I knew the event was special, useful, insightful. I knew the audience I was targeting would appreciate it, if only they noticed my content, engaged with it, and purchased a ticket.

But they... didn’t.

It turns out the person I was complaining to was a successful investor, and she kindly but sternly corrected my outlook:

“Your first buyers aren’t going to be strangers,” she said. “They’re going to be people who already like you.”

Of course.

Of course. Of course. Of course.

How did I miss that? Isn’t that exactly what I’m always preaching about? And yet here I was, attempting to find customers “out there,” in the far distance, when there were buyers right in front of me. Who already knew me. Who already liked me and believed in what I was offering.

So I pivoted my focus from Far to Close.

And the event sold out, and we even got attention from people who didn’t know who we were, but knew who the other buyers were.

So let me ask you this:

• That new offering you’re trying to sell...
• That new course or workshop you’re trying to get off the ground...
• The new approach to your work and your ICP you’re trying to promote...

...are you trying to get the attention of strangers?

Or are you going to accept the love and loyalty of the people closest to you?

It’s your choice who you want to focus on.

But which of those groups are more likely to choose you?

Reply to this email to tell me what you think, or ask any questions!

Kelford Inc. shows communicators the way to always knowing what to say.