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Reach

Reach

I define “reach” as the number of names on your mailing lists which are those of ideal buyers.

This is the marketing business. There are a lot of great ideas that have gone nowhere because no one has heard them. There are a lot of mediocre ideas that have gained traction because the originator had “reach.” Followers on Twitter, friends on Facebook, links on Linkedin are often irrelevant, because they’re not ideal buyers (or usually, any kind of buyer, especially in corporate business).

Unless you build your “reach” or ally yourself with someone who can help with a relevant list, you’ll never maximize your efforts at publicity.

Written by

Alan Weiss is a consultant, speaker, and author of over 60 books. His consulting firm, Summit Consulting Group, Inc., has attracted clients from over 500 leading organizations around the world.

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