What’s their default destination? — Kelford Labs Daily

When a customer forms a market in their mind, when it’s time to buy something, they do so within a certain context.

Something happened that made them realize they needed to make or research a purchase.

Consequently, they probably have a “default destination” either directly in mind, or in the background of their subconscious.

As they travel through the market, exploring their options, they’re heading somewhere.

Perhaps toward the big industry leader in your space.

Perhaps toward the discount provider who does a little bit of everything.

Or perhaps toward a direct competitor who seems to be scooping up “your” leads.

The point is, people don’t shop in a vacuum. The reason they’re shopping at all affects where they’ll do their search, and when you’ll have the chance to place marketing messages before them.

If someone’s heading toward the giant market leader, that tells you something about what they’re looking for—and how you might be able to demonstrate greater value.

Or if they’re heading toward a small but direct competitor, that tells you something about their specific needs, and how you might be able to demonstrate your novel approach.

So the big question is, for your ideal prospects, where is that destination?

This isn’t “competitor research” in the traditional sense. Because it’s not really about competition, it’s about destination.

It’s about your prospect’s needs, preferences, and understanding of the market. And your ability to demonstrate the extraordinary value you can provide to people with those needs, those preferences, and that understanding.

So by knowing where they’re heading by default, you can know where (and when) to demonstrate your unique value to them.

Ask yourself: Do I know where my ideal customers will end up if they never hear anything from me?

If you don’t, they might pass right by you without either of you noticing.

Kelford Inc. provides finely crafted value propositions and marketing messages for hands-on entrepreneurs and founders.

We’ll show you the way to always knowing what to say.