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# Falling out of the funnel — Kelford Labs Daily
- URL: https://kelfordinc.com/falling-out-of-the-funnel-kelford-labs-daily/
- Published: 2026-07-13T10:26:47.000Z
- Updated: 2026-07-13T10:26:47.000Z
- Description: And into distances.
- Author: Joel Kelly
- Tags: advertising, attention, customers, Daily Labs, distance, fallacy, marketing funnel, myth, priority, rangefinder

How much time do you spend on “top of funnel” marketing activity?

Because I bet it’s actually *too much*.

**The** [**funnel**](https://kelfordinc.com/the-marketing-funnel-is-a-marketing-myth-kelford-labs-daily/) **is a false and misleading metaphor, because it implies gravity.**

It tells you that if you stuff enough prospects in at the top, sales will plummet out the bottom.

And what happens is you do a bunch of advertising, you spend a bunch of money on attracting attention, and none of it converts into anything but bills to pay and disappointment.

Because there’s no force of gravity, nothing actually pulling those prospects *through* the funnel. So they fill up the top and bounce off and waste resources.

**The whole problem is that your** [**next best**](https://kelfordinc.com/next-best-not-ideal-kelford-labs-weekly/) **customers aren’t actually that far away.**

They’re not somewhere far off in the market that you need to spend a fortune to find and attract.

They’re right next to you.

They already know you, they just haven’t said anything to you yet.

And it’s they who will *lead* you toward further off and more ideal prospects over time.

[**One *step***](https://kelfordinc.com/one-step-at-a-time-kelford-labs-daily/) **at a time.**

Your best prospects are the ones *already* following you on LinkedIn. Already subscribed to your newsletter.

Already aware of your business, already recognizing you at networking events.

The question is how do you get *them* to take one step closer?

**And the answer is: By revealing** [**what you *don’t* do**](https://kelfordinc.com/kelford-labs-weekly-what-dont-you-do/)**, which they don’t need, so they know you can prioritize what they care about most.**

Me, I don’t tell my clients they need to spend a fortune on ads, or bombard them with lists of to-dos and tactics and trends to follow.

I help them chart their own path forward by showing them the way to *always* knowing what to say to attract their *next best clients*.

**The prospects who already know what the business is, they just need to know *how* it works.**

So they can see themselves and their values in it.

That’s what I think great marketing does, and it’s how we do great marketing for our clients.

Forget the top of the funnel, and start thinking in [*distance*](https://kelfordinc.com/start-with-the-distance-not-the-message-kelford-labs-daily/).

**And how you can get your prospects to take one more step closer.**

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[***Kelford Inc.***](https://www.kelfordinc.com/) ***are content marketers for expert advisors. If you’re struggling with what to say and where to say it to attract your ideal clients,*** [***we’ll show you the way***](https://kelfordinc.com/contact/)***.***