Closer marketing, clearer marketing — Kelford Labs Daily
Focus on who knows you.
When we only think about marketing as reaching people who don’t yet know about us we tend to end up ignoring the people who know us but haven’t bought yet.
Even though they represent our most likely next best clients.
Clients don’t materialize from thin air, they’re people and businesses like us and like ours. And they make decisions like we do, too.
So let me ask you this:
When’s the last time you spent a lot of money on something you just heard about?
I mean, sure, we’ve all had our impulses, but for the most part I bet you spend a fair amount of time researching your purchases for yourself or your business.
In fact, I’d bet a huge proportion of what you buy happens because someone you know recommended the purchase.
Right?
Right?
So why would we perform our marketing as if anyone’s going to buy from us the very first time they hear about us?
That’s just not how it works.
People buy what they’re familiar with. What they’re comfortable with.
What aligns with their values and demonstrates value relevant to their life and work.
So don’t go searching for clients somewhere far away, out there in the distant market.
Look closer. Look toward the people who already know you.
And ask yourself: How do I make them more comfortable getting one step closer to buying?
Reply to this email to tell me what you think, or ask any questions!
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