Today’s advertiser says they want “targeting.”
Right after boosting a post to “people within 10 km who like coffee and own a dog.”
But the biggest brands in the world… don’t behave that way at all.
They go broad.
They go loud.
They go everywhere.
Almost like… they’re trying to be remembered by actual humans!
Why?
Because growth doesn’t come from finding your perfect customer.
It comes from being known by everybody, including people who aren’t ready to buy what you’re selling yet.
Which, inconveniently, is most people most of the time.
That’s the part that digital-only strategies miss.
You don’t build a brand at the moment of need. You build it long before that moment exists.
And when that moment finally arrives for your new customer … the decision to choose you is obvious.
Not because of an ad they just saw.
But because of something they’ve been hearing for weeks… months… years.
Like a song you didn’t ask for but now know all the words to.
That’s where radio lives.
Not in the click. Not in the conversion.
In the memory before the moment.
That’s the part no dashboard can directly measure… but every great business feels.
Dashboard success doesn’t accurately reveal where the reason for the click actually originated.
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