Marketing That Reaches: Getting Seen By The Right People
Reach is easy to chase and easy to ruin. Here's how to expand your audience while sharpening — not softening — your message.
Reach is easy to chase and easy to ruin.
The moment you try to speak to everyone, you start sanding down the edges that made people notice you in the first place. Good marketing amplifies your signal — it never averages it out.
The move is counter-intuitive: go narrower in message as you go wider in audience. A sharper point of view travels further than a safe one. Pick the specific promise, say it clearly, and repeat it across the few channels where your best customers actually are.
Inside I break down how I plan campaigns: positioning first, then the one message, then the channels — so every rupee and every post compounds toward the same clear brand.