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# Daily Lab: One size won’t fit
- URL: https://kelfordinc.com/daily-lab-one-size-wont-fit/
- Published: 2023-10-26T10:27:37.000Z
- Updated: 2026-01-18T15:16:49.000Z
- Description: Use the words your prospects use.
- Author: Joel Kelly
- Tags: Daily Labs, specific, customers, messaging, credible, buffet problem

Your product might be good for “everyone,” but your *marketing* isn’t.

**No, your marketing needs to speak to specific people, on (and with) *their* particular terms.**

Even if what you sell *could* work for everyone, you need to talk to each individual in a way *they* expect. You need to *demonstrate* your credibility—you can’t just expect to have it.

It’s easy to think our product is one-size-fits-all. But as we all know, something that works for “everyone,” probably won’t be perfect for us. There’s a reason the all-you-can-eat buffet in your town is cheap, and empty.

We’ve got to study, learn, and speak our customers’ language. We need to use the words they use, about the problems they have.

And the solutions they need.

**Because if we don’t understand their problem, they’ll never believe we have the solution.**

🧠

This post contains 100% organic content, no generative AI was used in its creation.