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# Daily Lab: Show them what you don’t do
- URL: https://kelfordinc.com/daily-lab-show-them-what-you-dont-do/
- Published: 2023-04-07T10:54:58.000Z
- Updated: 2026-01-27T17:35:55.000Z
- Description: Overdeliver because you’ve made the tradeoffs they value most.
- Author: Joel Kelly
- Tags: Daily Labs, different, tradeoff, customers, signal, overdeliver, reveal, focus

> “Admissions against interest are intrinsically credible.” — Peter Sandman

Once a potential customer has demonstrated some interest in a business, it’s time for that business to start revealing, by way of specific insights, the tradeoffs they’ve made to serve their best customers the best way they know how.

If someone signs up for your newsletter, subscribes to your YouTube channel, reads the deeply technical pages on your website, or demonstrates some other interest in your company, they expect you to [move closer](https://kelfordinc.com/model-how-far-away-are-your-customers/) to them and start revealing why you’re the best business for them in particular.

**At this phase, things like annoying promotional popups, unsolicited email, sudden automated DMs, and other cold sales tactics push the ideal prospect further away.**

Sure, *someone* might buy because of something like that—heck, lots of people might—but your *ideal customer*? Really? The one who wants what you sell more than anything else, who’s happy to pay a premium for what you do in particular?

No, once your *ideal customer* is interested, it’s time to make them comfortable knowing that if they work with you they’ll get more than what they simply need—you’re so focused on them, you’re able to give them exactly what they *want*.

**You’re able to overdeliver because you’ve made the tradeoffs they value most.**

Because, while somebody might *need* what you offer (and might buy it based on a discount or some aggressive sales technique), nobody *wants* to be hassled by a sales person or a weirdly guilt-laden website popup—nor do they want to work with the company that throws that sort of thing in their face.

*Reveal* the type of business you are by showing what you *don’t do* that everyone else does.

*Reveal* what you *don’t offer* that everyone else feels they have to.

*Reveal* what you *don’t believe* that everyone’s bought into.

Because your best customer doesn’t *want* to work with anyone else.

They *want* to work with you.

Show them why by telling them what you *don't do*.