Focus further, go farther — Kelford Labs Daily

Right now, a lot of businesses are thinking about how they can diversify their customer base. How they can look further afield and attract customers from different countries or continents.

The temptation, when breaking into a new market, is to expand our focus. To look for any job we can do and “get our foot in the door.”

The problem is, the geography you’re targeting probably already has a generalist provider. In fact, they probably have countless options when it comes to generic, one-size-fits-all offerings.

So what ends up happening is new entrants try to break through with price. They try to get a foothold in the market by undercutting the others because they’re willing to sacrifice more (or all) of their margin to get noticed and get customers.

The danger here is obvious: Immediately becoming known for being a discount provider doing subpar work outside of their speciality for low prices.

When the opposite strategy is often more effective: Focusing even further.

Instead of looking to a new market and thinking, “I’d do anything to break in,” we look for our ideal customers in the new market who’d do anything to work with us.

By focusing deeply and specifically on just what we’re the credible best in the world at, we can gain a foothold in a new market by finding the customers who can’t get what we offer from anyone else.

It starts by identifying our current best customers in our current market, and identifying the unique value they receive from us that no one else can offer.

Then, we learn how to describe and demonstrate that value at a distance so customers just like them, but located somewhere else, can see themselves in our messages.

And then we place messages where they’re likely to see them, focusing our efforts to penetrate the awareness of just our very best prospects, instead of trying to blanket the market with generic advertising.

Because the secret to going farther is actually focusing further, instead of expanding outward.

It’s to look inward at our very best customers and they value they perceive.

So we can find our very best customers, wherever they are in the world.

If you’re looking to reach ideal customers in new markets, get in touch today by replying to this email or visiting our website.

We’re working with media buyers and international trade experts to help our clients reach new markets without expanding their focus or diluting their value.

We’ll help you find the focus to go further.

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