Nicolas ColeCo-Founder Ship 30 for 30, Premium Ghostwriting Academy

Speaking To Everyone Means Speaking To No One #shorts #advice

26 Jun 2026 · 1 min

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0:40

In this short, Nicolas Cole argues that the common desire to write content that "reaches everyone" is counter‑productive. He explains that when creators use vague, overly broad language, social platforms' algorithms interpret the post as trying to address an undefined, massive audience and consequently struggle to match it with any specific user group. Cole advises creators to think much smaller—target a clearly defined niche (e.g., CMOs at seed‑stage or Series A companies in San Francisco). By using precise language, the platform can more easily identify the intended audience and distribute the post to the right people, increasing the chance of meaningful engagement.

Chapters

The impulse to "How do I write things that reach everyone?" is part of the problem. It's what trains your brain to think in very large, vague terms. Everyone's impulse is to think bigger. I would encourage you to think way smaller. Because what the internet does, just to explain how social platforms work, the internet reads the text inside of your post and goes, "Oh, this is trying to reach CMOs at seed stage and maybe even Series A companies in San Francisco. I'm going to distribute this post to all of the people that are just like that. But when you— in your post you say people don't care about your business, the platform goes, well, who is this for? Is this for every single person who has ever existed ever? Then who do they send it to?