Stop Wasting Effort—Why Knowing the Right Users Matters More Than Total Reach

Think back to a time you posted about your new side project—maybe a handmade product or a new group activity—on every social media platform you could think of. There’s a fleeting rush as you see a spike in clicks, but soon you notice that almost none of those visitors stick around. You’re left discouraged, wondering why your message didn’t land.

Here’s the secret: It’s not about reaching everyone; it’s about reaching the right ones. A clever entrepreneur realized this truth while launching a tech gadget: instead of going mainstream, he started by emailing three key bloggers who wrote for a niche audience that would actually use—and talk about—his product. One positive review sent by just the right writer drove more sales than weeks of broad outreach.

People who care deeply about your topic act as catalysts, amplifying your voice much further than a thousand casual observers ever could. This insight is a psychological game-changer, rooted in the principle that ideas spread like wildfires only when the first sparks land on dry, interested ground. If you’re talking to everyone, you’re truly talking to no one.

Focusing sharply also lets you craft messages that speak their language. You can reference their pain points, tap into their communities, and show you understand what makes them unique. That’s the foundation of strong, lasting user growth—start narrow, make it count, and let these core supporters pull in the next wave.

Take time today to picture exactly who your project is truly for—their day-to-day life, what worries them, and what excites them—and make a list of where these people actually spend their time, both online and offline; then, craft a short, direct message that speaks to their specific problems and reach out to just a few key individuals or groups. Focus on getting genuine excitement and feedback from this small, well-chosen group before trying to broadcast your idea everywhere. If you invest real energy in your handful of earliest fans, you'll grow smarter and faster than by chasing fleeting popularity; give it a try and pay attention to who responds best.