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# It’s not the channel, it’s the distance — Kelford Labs Daily
- URL: https://kelfordinc.com/its-not-the-channel-its-the-distance-kelford-labs-daily/
- Published: 2026-07-03T10:27:09.000Z
- Updated: 2026-07-03T10:27:08.000Z
- Description: What to say starts with where they are.
- Author: Joel Kelly
- Tags: attention, content, Daily Labs, demo, distance, first principles, linkedin, messaging, mindset, rangefinder, tradeoff, writing

“What should I post on LinkedIn?” is a common question, but it’s actually not the best place to start.

**No, the better question is, “What *distance* am I demonstrating value to?”**

Are the people you’re talking to on LinkedIn already familiar with your work, and who you are?

Or are they strangers you’re trying to reach for the first time?

**Those audiences require different messages, even if you’re placing them both on LinkedIn (or any other channel).**

A message targeting [Far prospects](https://kelfordinc.com/fars-where-youre-over-investing-kelford-labs-daily/) (who need you but don’t know you) will be focused on telling them that you do the thing they need, and how they can learn more about you, easily.

A message targeting [Close prospects](https://kelfordinc.com/close-enough-to-care-kelford-labs-daily/) (who know you but haven’t reached out yet) will be focused on demonstrating your tradeoffs and revealing how you work that’s specially suited to their needs.

**Same channel, different distances, and therefore different messages.**

So there’s no need to ask, “What do I post on LinkedIn?”

Because the question is really, “What *distance* do I want to demonstrate my value to, *on* LinkedIn?”

**Once you know the answer to that question, what to say** [***almost* writes itself**](https://kelfordinc.com/what-happens-when-you-think-in-distances-kelford-labs-daily/)**.**

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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/)***.***