I really don’t like this phrase.
In my experience, it’s usually uttered by people who – despite sometimes being very smart – have a confused impression of how to effectively get their message out to the world.
Savvy PR strategists know that, rather than be “everywhere,” organizations seeking attention need to be where their market is, connecting with the people who will actually act on the information they deliver.
It’s great to grow your following. But reaching new audiences doesn’t reap the same reward as preaching to your choir: those people who come out to support you time and again and want to see you succeed, or have an interest in what you are doing and want to take part. Because when you don’t deliver to that audience, or show up somewhere those people expect you to be, the fallout is far worse, and those fans and supporters can (and likely will) drift away from you.
To steal a phrase, you need to fish where the fish are – where your fish are – not just cast your net wide and hope something shiny and new swims into it.
For me, a couple of core rules always apply:
1. Do your research: Know your audience and prep your message. Make sure there’s a clear actionable and a reward for doing so. Make it easy.
2. Don’t move so fast: Yes, we need to keep pace with the way the world turns, but don’t artificially accelerate your timeline because you’re imagining some deadline. The water’s going to boil when it’s hot, and that’s when you know it’s ready. And since speed exacerbates mistakes, slow down and get it right when you do go public.
3. Make short term sacrifices for long term gains: Do what you have to do now, to make your thing a success later. Everyone soft launches something sometimes, even offering deals for early adopters in order to gain acceptance and a following. Build your audience slowly and with care. The people who recognize your value will be more loyal in the long run and help spread your message. They will also defend you if that day ever comes. And it will.
4. Shut out the noise: Eliminate all distractions. Ban the bugaboos; those things that keep you awake at night because they “might happen.” It’s either gonna happen or it’s not, so visualize your goal, stop worrying and get to it.
Are you everywhere?