Kelford Labs Daily: Burning focus
One thing for one customer at one time.
“This is the law of focus. You ‘burn’ your way into the mind by narrowing the focus to a single word or concept.
It's the ultimate marketing sacrifice.”
— Trout & Ries, The 22 Immutable Laws of Marketing
Marketing is about pressure.
Not pressuring people to buy things, but about applying pressure to our messages so that they break through the crowd and cloud of noise.
And, like in physics, the amount of pressure we can apply is inversely proportional to the area over which we’re attempting to apply it.
Simply put: The more things you try to say, the less people will hear.
But the fewer things you say, the more pressure you can exert, and the more attention you’ll get.
It’s the ultimate marketing sacrifice in that it means saying goodbye to the things you aren’t focusing on.
It means saying no to opportunities that distract or detract from that one thing.
So if you’re wondering how you can convert messages into purchases, ask yourself this: Am I saying one thing to one customer about one offering?
Or am I spreading my marketing over a larger area?
And what could I say no to?
