Imagine all your ideal clients all around the world, they are dying from their problem, they are literally dying from their problem.
I put it to you that 97% of your ideal clients are not looking for your product, program or service. Hard to believe? The statistics tell it like it is.
Almost every person you are looking for is not looking for you
Here are the Statistics:
3% of the population is actively searching for the solution to their problem. They know they have a problem and have made the decision to look for solution to their existing problem. The only decision they are making is who they will engage to solve their problem:
- My family is growing and I need a car to fit 5 of us and carry all our “stuff”
Most advertising, marketing, promotion only targets this 3% and leads with the solution. Their advert says:
“You are looking for a car that will carry your growing family of 5 and all your “stuff”. Buy our car”
7% of the population is open. They are not actively shopping although they know they will need to do some thing about a potential solution to their not yet existing problem:
- every year they need to have their car inspected to meet the registration requirements.
- every year the prospect of having to buy a new car creeps closer
- every time an advert for new car appears they pay some attention, often subliminal attention
30% of the population is aware. This is a huge portion of the market that few businesses consider when promoting their services and products. The potential customer is aware that they want it “some time” and they put it off:
- “when the kids go to school we’ll ….”
- “when spring comes we’ll think about a pool”
This is a great opportunity for “Education based marketing”
- “You’d love to have a pool to swim in this summer; start now. Summer is around the corner and you could be sipping MaiTais in your new pool in just a few weeks”
30% of the population is unconscious – unconscious that they have the problem, or that there is a solution, don’t even know it – the problem – or you exist.
For example I met Justin who had suffered most of his life with excruciating pains in his gut. He grew up in a tough neighbourhood so he didn’t tell anyone, thought he’d just “tough it out”.
He told me that a couple of years ago he happened to meet a nutritionist and he learned about a condition called “celiac” which is an allergy to wheat.
Justin discovered that his gut pain was a medical issue, common amongst the general population and that there was a solution.
Education Based Marketing serves 2 purposes
- it helps make people aware of their existing problems and
- that you have a solution for their problem.
This is a huge untapped market for most businesses.
30% either don’t want to fid a solution or will never be your clients/ customers whether based on money, geography, style etc. Bless them and set them free … maybe “they are just not quite ready to set themselves free from their pain”
Most people who get into business are concerned with the competition; the other businesses that provide the same or similar product or service.
I truly believe that there are more than enough customers for everyone. Educating your potential customers is the key to success.
I’m Ingrid Thompson and thank you for reading this post.
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