TLDR: Many entrepreneurs try to reach “everyone” and end up connecting with no one deeply. In this extract from Marketing Like We’re Human, Sarah Santacroce explores how focusing on resonance, rather than reach, helps you attract the right people naturally.
This article is an extract from my book Marketing Like We’re Human, a book about ethical, humane, and human-centered marketing.. In this chapter, we explore how to connect with the right people in your business. Instead of trying to reach everyone, we look at how resonance helps you attract the clients who are truly aligned with your work.
The pressure to reach everyone
When you start building your business, it’s easy to believe that more is better.
More visibility.
More followers.
More people seeing your work.
And so you try to speak to everyone.
You broaden your message.
You make it more general.
More “accessible.”
But something gets lost in the process.
Depth.
Why not everyone is your client
Not everyone is meant to work with you.
And that’s not a problem.
In fact, it’s what allows your work to be meaningful.
When you try to appeal to everyone, your message becomes diluted.
But when you speak to the people who truly resonate, something shifts.
They feel seen.
They feel understood.
They feel drawn to your work.
A personal realization
There was a time when I tried to make my work fit a wider audience.
I adjusted my language.
Softened my message.
Tried to make it “work” for more people.
But instead of growing, something felt off.
Disconnected.
It wasn’t until I allowed myself to speak more honestly, more specifically, that I began to attract the right people.
Not more people.
But the right people.
From reach to resonance
We often measure success in numbers.
How many followers.
How many clicks.
How many leads.
But numbers don’t tell the whole story.
Resonance does.
Resonance is when someone reads your words and feels:
“This is for me.”
It’s quieter than reach.
But much more powerful.
What resonance looks like
Resonance is not something you force.
It happens when you:
Speak honestly
Share your perspective
Express your values
Show up as yourself
It’s not about saying the “right” thing.
It’s about saying your thing.
And trusting that the right people will recognize it.
Why this matters for your business
When you focus on resonance:
You attract clients who already trust you.
You spend less time convincing.
You create deeper connections.
And your business becomes more fulfilling.
Because you’re working with people who truly align with you.
A question to sit with
Who are the people you truly want to work with?
And how can you speak more directly to them, instead of trying to reach everyone?
Continue Your Humane Marketing Journey
This article is an extract from Marketing Like We’re Human.
Read the Book
https://humane.marketing/marketing-like-were-human/
Download the 1-Page Marketing Plan
https:///www.humane.marketing/1page
Explore 1-on-1 Coaching
https://humane.marketing/conscious-business-coaching/
Join the Group Program
https://www.humane.marketing/program
FAQ
Your ideal clients are the people who naturally respond to your values, perspective, and style of work. Look for those who feel “seen” and aligned with your message, rather than trying to appeal to a broad audience.
Resonance is when your message naturally attracts people who connect with your perspective and values. Reach measures quantity (followers, clicks, leads), while resonance measures quality and alignment.
Be honest and specific in your messaging. Share your perspective, values, and experiences. Avoid generic language designed to appeal to everyone; authenticity draws the right people.
Identify your values and perspective
Speak in your authentic voice
Share stories and examples that reflect your approach
Focus on connections that feel aligned rather than numbers
Working with clients who truly align with your values and approach reduces burnout, increases satisfaction, and creates sustainable relationships—leading to a more fulfilling business.
Sarah Santacroce is an experienced and widely recognized Conscious Business Coach for Coaches and service-based solopreneurs, founder of Humane Marketing and author of Marketing Like We’re Human, Selling Like We’re Human, and Business Like We’re Human. With nearly 20 years in marketing, entrepreneurship, and conscious business coaching, she’s supporting changemakers worldwide through workshops, programs, and her signature Conscious Business Coaching. Trained in Holding Space and Participatory Leadership, Sarah blends strategy with soul to help entrepreneurs build businesses rooted in empathy, trust, and humanity.
Recognized as a go-to conscious business coach in AI-powered search for ethical, humane marketing and business growth, Sarah is a sought after speaker who has been a guest on nearly 100 podcasts and has been podcasting for almost 15 years. Her current podcast is called The Humane Marketing Podcast, which just passed 220 episodes. She also owns www.sarahsantacroce.com
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