08/27/2026
We would rather reach 10 people who want what our client offers than 40,000 who scroll right past.
Reach looks impressive on a report. A big number feels like proof the content worked. The impressions climb, the post gets seen, and it can still lead nowhere if the wrong people are the ones seeing it.
Comments are where you find the right people. When someone stops to respond, they're telling you the content reached their real work and mattered enough to engage. Those are the conversations that turn into a referral, an inbound message, or a client six months later.
A smaller number of the right people beats a big number of the wrong ones every time.