Hey friends,
Last week, we focused on audience: “Where can I reach these people?”
Today, we’re looking at the question most people skip: Given the message I need to send right now, where does it actually belong?
As Seth Godin famously noted, "Marketing is no longer about the stuff that you make, but about the stories you tell." But a great story told in the wrong room just becomes a distraction. Even if your audience is present, the platform changes what your message is capable of doing.
Want a short review of the marketing flywheel? It is here on YouTube:
The Real Mistake
Most marketing fails because of the "Copy-Paste Trap." We take one message and blast it across every channel—from LinkedIn to Instagram to Google—expecting the platform to figure out the context for us.
When you do that, you aren’t really marketing, you’re just publishing and hoping.
Step 1: Isolate the Message
Before you worry about graphics or hashtags, name the goal. Use this prompt to get a baseline:
ChatGPT Prompt: "Here is the message I need to put out right now: [Paste your message in plain language]. Do not rewrite it yet. Just acknowledge the message and its primary goal."
Step 2: Test the "Platform Fit"
Marketing today is a massive ecosystem. It’s not just "Email vs. Instagram." It’s TikTok, LinkedIn, YouTube, X, Pinterest, and more. Each has a different user intent.
To see where your message actually lives, run this:
ChatGPT Prompt: "Evaluate how this message would perform across these specific platforms: [List 3-4 platforms you are considering]. For each, tell me:
What works about this message here?
What feels 'off' or breaks the user experience?
What would need to change for the message to feel native to this platform?"
The Patterns You'll See
The goal is to spot the "mismatch" before you hit publish:
High-Intent (Google Search, YouTube): People want a specific solution. They don’t want a story; they want an answer.
Discovery (TikTok, Instagram, X): People want a spark. They don’t want a manual; they want an emotion or a hook.
Relationship (Email, Newsletters): People want depth. They don't want a billboard; they want a conversation.
Step 3: Let the Message Pick the Home
Instead of trying to force a square peg into a round hole, ask one final thing:
ChatGPT Prompt: "Based on this analysis, which single platform is the best natural home for this message right now? Explain why it fits better than the others."
The Rule to Keep
If you want your marketing to feel less forced, stick to this hierarchy:
Audience tells you where you can show up.
Message tells you where you should show up.
Platform tells you how the message must change.
Check out the whole video:
What’s Next?
Picking the right home for your message is the first half of the battle. The second half is staying there.
Next week, we’re going to talk about Consistency. We’ll dive into why showing up regularly matters more than "going viral" once, and how to build a routine that keeps your brand top-of-mind without leading to burnout.