The 95-5 rule and why most of your audience isn't ready to buy
At any moment only a sliver of your market is actually in the buying window. Nearly everyone else is out of market and cannot be converted, no matter how sharp the offer. Once you accept that, most of what passes for demand generation looks like fishing in a puddle. Here is the rule that reorganises the whole plan.
Around 95% of your buyers cannot be sold to today. So why is your whole budget aimed at them?
The 95-5 rule is the most important idea in modern media planning, and the most widely ignored. Get it right and you stop wasting money chasing people who will never convert this quarter, and start being the brand they remember when they finally enter the market. Get it wrong and you keep paying more for the same shrinking pool.
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