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 person who truly matters.

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

The truth? Both are right.

It depends on what you want out of your marketing.

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

Shotgun marketing 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 marketing 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’s right?

Both.

But the smart marketer knows when to switch scopes.