Frequently Asked Questions

As marketers, we often focus on immediate results—conversions, leads, and sales. But what if I told you that the majority of potential buyers aren’t ready to buy today? Enter the 95-5 Rule, a concept that challenges our traditional approach and encourages a more broad-vision strategy.

1. The 95%: 95% of potential buyers fall into the category of “out-market.” They’re not actively searching for your product or service right now. But don’t dismiss them—they’ll eventually become “in-market.”
2. The Misconception: Many marketers believe that ads work instantly to move people “in-market.” However, ads primarily reach those who aren’t even considering a purchase yet.
3. Brand Advertising Matters: Effective ads create lasting memories. When future buyers enter the market, your brand should be top-of-mind. Invest in brand-building campaigns early on.
4. Actionable Strategy:
   • Short-Term: Focus on lead generation for the 5% currently “in-market.”
   • Long-Term:  Invest in long-term strategies to engage the 95% "out-market" group, building brand awareness and positive associations that will pay off when these buyers eventually enter the market. 

• Balance: Allocate resources to both short-term and long-term goals. 
• Consistent Messaging: Create memorable ads that resonate with a broader audience, even if they’re not ready to buy immediately.
• Patience Pays Off: The impact of brand advertising may not be immediate, but it’s essential for sustained success.

The 95-5 Rule reminds us to think beyond the present moment. By engaging both the 5% and the 95%, we build a resilient marketing strategy that stands the test of time.

Remember: It’s not just about today; it’s about the future.