Don’t overextend your reach — Kelford Labs Daily
Focus on prospects closer by.
I was talking to a friend and past client the other day about his marketing messages.
We were workshopping the information he could provide to attract prospects at the Far distance (people who have a need but haven’t chosen a solution yet) to get them to take one step closer to his business.
“But,” he said, “doesn’t it start before that? Aren’t there even more people who don’t know they have a problem yet?”
“Yes,” I said, “but it’s not your job yet to reveal it to them. Not until you’ve saturated the market of people who already know they have a problem. For now, your job is to show those people you have the best solution for them in particular.”
It’s an interesting and common temptation to, instead of reaching for the people close by, to extend our efforts far out into the market, beyond our ability to effectively communicate.
Unless you are, by far, the biggest and most aggressive entity in your sector, your job is not to grow the pie or convince people they have a need they didn’t know about.
It’s to show the people who have been brought into the market by that massive competitor or that particular pain point that you’re the best alternative for them, because you have overlapping priorities that are demonstrated by your process.
So don’t think about reaching people far away from you, who don’t even know they have a problem. They’re not for you yet.
Your job is to reach the people who know they need something, and show them that what they need is what you provide.
Reply to this email to tell me what you think, or ask any questions!
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