Reach vs relevance
Last Friday of June. Halfway through 2026.
It's been a few months since I last sent a newsletter. Moving forward, you will receive one on the last Friday of every month.
A few days ago I posted about Midsommar on LinkedIn. I wrote about why Sweden's quiet, weird rituals – like the Midsummer frog dance – make the Swedish brand so strong.
It reached more people than any of my other posts this quarter.
Why? Because the topic was wide enough – relatable enough – to a lot of people. Anyone with curiosity about Swedish culture could connect to the story.
But that’s only half the story.
There is a clear pattern I’ve noticed, working with our clients’ profiles this year: The posts that go wide are not the same posts that convert.
Some stories reach thousands of people because everyone has felt some version of them.
“He was nervous to meet me because he didn't speak English.”
“I almost missed out on an entire career in finance – because I didn’t return a phone call.”
“I have built a tech company for 25+ years. Through three crashes, a divorce and burnout.”
But the post that makes a senior buyer actually pick up the phone is usually something else.
10 likes. No comments. A post so specific that very few people recognise themselves in it. Except for the ones that really do. And they will love you for it.
Reach and conversion require different types of content. The first attracts new people to your audience. The second moves the buyer to act.
Both matter. But most personal branding advice only optimises for the first – because reach is easier to count than actual pipeline.
What's a moment from your own work that almost no one would understand – but the right person would feel instantly?
Reply if you like – I read every one.
Wishing you a relaxing, cool summer!
All the best, Johan
K. Johan Ingemarsson
Founder & Owner, Lindhagen Studio
+46 (0)76 254 24 96 · johan@lindhagen.studio