The five rights. A simple framework for getting your marketing in front of the people who matter.
Marketing that doesn’t reach the right people isn’t marketing. It’s noise.
Is it working? #
And yet a surprising amount of business development effort goes into crafting the perfect message, designing the perfect campaign, and then sending it somewhere vaguely appropriate and hoping for the best. The message might be excellent. The timing might be right. But if it’s landing in the wrong place, in front of the wrong people, in the wrong tone — it won’t work.
The framework #
The 5 Rights framework is a simple discipline worth applying before any campaign, post, or outreach effort.
The right message — does what you’re saying actually speak to the challenges and aspirations of your ideal client? Or does it speak primarily to what you want to sell?
The right tone — is the register of your communication warm, professional, and human? Or does it sound like a brochure dressed up as a conversation?
The right platform — are you showing up where your ideal clients actually spend their time? LinkedIn for senior decision-makers. A different channel for a different audience. Platform choice is not a minor detail.
The right audience — are you being specific enough about who you’re trying to reach? The tighter your focus, the more resonant your message becomes.
The right location — both physical and digital. Are you present in the communities, events, and conversations where your ideal clients gather?
Success! #
Get all five right and your marketing stops feeling like an interruption and starts feeling like a welcome arrival.
Meet people where they are — not where it’s convenient for you to find them.
“Don’t push people to where you want to be; meet them where they are.” — Meghan Keaney Anderson
Thank you for reading.
PS: I create small, digestible guides on Gumroad for business owners who hate aggressive tactics and prefer relationship-led approaches. New resources are added regularly. For longer reads on lead generation and the human side of sales, follow me on Medium and join the daily conversation on LinkedIn.
Please see the links below:
Gumroad: https://richardbulldomican.gumroad.com/
Medium: https://medium.com/@richard-bulldomican
LinkedIn: https://www.linkedin.com/in/richardbulldomican/
