I don’t care about reach.
How uncomfortable would it make you to say that?
It sends a shiver down the spine of most people including me at times.
But it’s an incredibly powerful and freeing mindset that happens to be true.
Reach doesn’t matter for most things you want.
What you actually care about is clients, or sales, or leads, or impact.
And it doesn’t take much reach to get those – you only need to reach a few of the right people.
But…
We’ve convinced ourselves we need a lot of reach to get what we want.
A consultant who can only work with 10 clients is desperately trying to attract 10,000 newsletter subscribers.
A coach who offers a high-ticket, highly specialized package is posting generic life advice in an attempt to go viral.
Why?
They assume more reach will automatically lead to more of what they need.
That’s rarely true.
It’s easy to fall into the trap of chasing views, followers, subscribers,Iikes, and comments and optimizing for that.
You put more effort into gaming the LinkedIn algorithm than having 1-1 conversations on the platform.
You come up with lead magnet schemes to get more newsletter subscribers instead of focusing on the ones you already have.
And you use AI to publish more content in more places more often instead of figuring out how to create meaningful content that leads to actual clients.
I don’t blame you for falling into this trap.
At times I have as well.
But I’m starting to see everything differently.
I’m seeing more clearly.
And I’m seeing how powerful it is to embrace a simple statement:
“I don’t care about reach.”
RELATED:
• 10 LinkedIn Post Formats That Generate Clients
• 1,000 True Fans Should Have Been Called 1,000 True Customers