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# Kelford Labs Daily: Burning focus
- URL: https://kelfordinc.com/kelford-labs-daily-burning-focus/
- Published: 2024-02-26T11:25:41.000Z
- Updated: 2026-01-27T15:25:20.000Z
- Description: One thing for one customer at one time.
- Author: Joel Kelly
- Tags: Daily Labs, focus, tradeoff, specific, attention

> “This is the law of focus. You ‘burn’ your way into the mind by narrowing the focus to a single word or concept.  
>  
> It's the ultimate marketing sacrifice.”  
>  
> — Trout & Ries, The 22 Immutable Laws of Marketing

---

**Marketing is about *pressure*.**

Not *pressuring people* to buy things, but about applying pressure *to our messages* so that they break through the crowd and cloud of noise.

And, like in physics, the amount of pressure we can apply is inversely proportional to the area over which we’re attempting to apply it.

**Simply put: The more things you try to say, the less people will hear.**

But the fewer things you say, the more pressure you can exert, and the more attention you’ll get.

It’s the ultimate marketing sacrifice in that it means saying goodbye to the things you *aren’t* focusing on.

**It means saying *no* to opportunities that distract or detract from that one thing.**

So if you’re wondering how you can convert messages into purchases, ask yourself this: Am I saying *one thing* to *one customer* about *one offering*?

Or am I spreading my marketing over a larger area?

**And what could I say *no* to?**

📫

Feedback? Email labs@kelfordinc.com