reach isn’t the goal

Reach — the ability with which you can address people — alone is not enough. Working day in and day out to build a following on numerous networks and social media sites is not a goal in and by itself.

Why pursue an extensive reach? So that, when you talk to people, preferably as many as possible, they listen.

Being able to reach ten million people is potentially valuable. Still, without your crowd engaging with your message, the value of that particular audience rapidly declines.

How to build an audience for your business? Optimize (individual) relationships and scale them up, one by one. The other way around, chasing big numbers first might look nice on paper, however, a large crowd refusing to take a desired action, isn’t worth all that much.

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