Thinking you can do outbound marketing without a reach asset is a bit like thinking you can go from wireframes to product without a programmer. Surprising how many people don’t seem to get this.
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Reach is a compounding asset that grows by consistently underpromising and overdelivering over time. It’s a sort of trust surplus. Most people do the exact opposite. Start from zero, pretend it’s a positive number, overpromise/underdeliver until you go so negative nobody listens.
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“Reach asset” is a term I just made up. Something like a twitter following that actually pays attention when you tweet, or an already popular fictional detective who will guarantee minimum attention if you write a new story.
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The marketing equivalent of a computer to program.
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I prefer “reach asset” because “channel” is a trad marketing concept and something you can just rent with money. Like Super Bowl ad time. The NFL actually owns the underlying reach, asset, TV networks technically enable it, you rent it. twitter.com/SHAWNHOSEA/sta
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If you’re not shitposting you’re a reach asset
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if you're not sure whether you have a reach asset that means you're the reach asset
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