There are four marketing audiences, or “Distances,” as we call them:
Far: People who need you but don’t know about you
Close: People who know about you but aren’t ready to buy
Here: People who are buying or who’ve just bought
Connected: People who’ve worked with you in the past
So where are you overinvesting? I bet it’s at Far, because that’s what most business owners, consultants, and advisors do.
We tend to try to reach people who’ve never heard of us, with the idea that if we simply get more awareness, the clients will come.
But famous brands fail all the time. Fame and notoriety are not accurate predictors of business success.
We need more than fame, more than attention, more than awareness:
We need clients.
And basically nobody jumps from just having heard about a company to buying from them. Most prospects need to be made comfortable enough to buy, once they’ve identified you as an option.
And that all happens at the Distance of Close.
That’s where you use your newsletter, your blog, your videos, your resources, your content to move them one step closer by demonstrating your unique insights and tradeoffs.
That’s how you build a steady pipeline of leads, by encouraging people who’ve learned about you to take one step closer, to revel in your revealed insights, and to think deeply about what it would look like to work with you.
So if you’re spending all or most of your money or time on people who’ve never heard of you, you’re spending too much.
Start looking for people who are already a little closer.
And you’ll get one step closer to making them clients.
If you’re wondering what that kind of content looks like, you just read it.
Kelford Inc. is the marketing team that’s never at a loss for words. If you’re struggling with what to say and where to say it to attract ideal clients, we’ll show you the way.