Every time I go to the gym I see people using weights that are clearly too heavy for them. There is pain in their faces as they struggle to lift the extra weight. They are risking injury every time they do that. 

My trainer always suggests I work with lighter weights which allows me to perfect the motion. I can do more repetitions and will build muscle as well as the people who struggle with the weights that are too big.

There is a marketing lesson here.  Instead of running one very big campaign that blows your budget and exhausts you, consider doing more smaller campaigns. This will allows you to perfect your messaging and build brand strength slowly over time.