The sniper says:
“We know exactly who we want. We see them. We aim. We fire.”
Every message, every ad, every post is built for that one ideal audience who matters.

The shotgun says:
“We just need to get out there.”
Spread wide. Make noise. See who reacts.

The truth? Well it depends.

Shotgun content is usually easier.
You can move fast, test broadly, and let the data tell the story.
It’s great for niche products that still need to find their audience because sometimes you don’t know who’s listening until you make some noise.

Sniper content is a mindset.
It means you know your audience so well
that every word, image, and action feels like it was made just for them. That level of precision takes more effort, research, patience, and clarity. But when it hits, it hits exactly where it should.

So which one makes more sense?

It depends on what you want out of your marketing.

If you’re chasing awareness: shoot wide.
If you’re chasing more impact: take aim.

A smart marketer, however, knows when to switch scopes.