We marketers have always used different ways to reach customers. That’s a given. But these days, with so much noise out there, just “being present” isn’t enough. You have to be easy to find. I’ve been thinking a lot about a really important idea, especially when I talk to founders and business leaders: it’s called the 95-5 Rule. It’s a game-changer, and it helps explain why so many brilliant founders aren’t connecting with the right customers when it really counts.
So, what is this 95-5 Rule? It comes from folks like Dr. Byron Sharp and the Ehrenberg-Bass Institute. They say that at any moment, only about 5% of your potential customers are actually looking to buy what you sell. The other 95%? They aren’t looking around, not comparing products, not even thinking about making a purchase in your category. They’re just living their lives, focused on other things.
We spend so much energy trying to get immediate leads, focusing only on that 5%. But the crucial thing isn’t just the numbers themselves. It’s what you actually do with them. If only 5% are actively shopping right now, what about everyone else? This is where a lot of founders miss a huge opportunity. They only show up when someone is clearly searching for their type of solution. That’s super important for catching those immediate buyers, sure, but it completely ignores a massive chance: getting into the heads of the 95% who will, eventually, become part of that buying 5%.
Think about it this way. When that large 95% finally shifts into the small 5% window, who are they going to remember first? The company they just heard about last week because they suddenly needed a particular gadget? Or the founder whose smart ideas, unique viewpoints, and genuine voice they’ve been casually absorbing for months – maybe even years – before they even knew they needed that gadget?
This isn’t just some abstract idea. You see it happening constantly online. And probably in your own behaviour. Look at how expert content has grown. My own data shows that posts that dig into tricky business problems, especially those about AI, data storage issues, or navigating new innovations, consistently get engagement rates between 8.77% and 15.38%. These aren’t always sales pitches; they’re conversations, insights, and opinions that build trust and show expertise, long before anyone even thinks about buying something.
The Quiet Power of Talking to the 95%
So, what does all this mean for founders?
It means you need to write more.
And not just blog posts about your newest product feature. You should write about your big vision, where your industry is headed, the problems your customers face (even ones your product doesn’t directly solve), and your fresh perspective on fixing them.
This isn’t about selling; it’s about leading. It’s about making sure people remember you later. “Mental availability,” another big idea from Ehrenberg-Bass, is all about being easy to remember and think of when someone’s ready to buy. It means your brand has strong connections in people’s minds.
When a potential customer finally moves from that 95% group to the important 5%, your name, your company, your solution should pop into their head. How do you do that? By regularly sharing useful, real content over time. As a founder, your unique insights are your secret weapon. You’re not just selling a product; you’re offering a fix for a problem you truly understand. You’ve got a perspective shaped by endless hours of deep thinking, problem-solving, and often, personal struggles. That perspective is gold. But if it stays locked inside your head, it won’t help the 95% who don’t even know they need you yet.
I always say, “If you want to be known, you have to make yourself knowable.” For founders, writing is the way to do that. It lets you package up your special knowledge and share it far and wide. It builds a digital trail people can find, even when they’re not actively looking for a vendor. They might be searching for an answer, a trend, an opinion – and end up finding you.
More Than Just Blog Posts: What “Writing” Really Means
When I say founders need to “write more,” I’m not only talking about long articles, unless that’s what you’re best at, of course. “Writing” can take many different forms:
LinkedIn Posts: Quick, impactful thoughts, questions, or comments on industry trends. My own numbers show that using visuals really ramps up engagement. Don’t just write; *show* something. Even a simple, relevant picture or graphic can completely change a text-only post. *
Newsletters: A direct way to share curated insights, news, and your take on things happening in your field.
Guest Articles: Writing for other industry publications, lending your expertise to a bigger audience.
Micro-Content: One actionable tip, a thought-provoking question, or a short case study posted on social media. My advice for quick wins is to use these more often – they’re awesome for staying consistently visible.
Speaking Notes: Even if you mainly give talks, putting your ideas into structured writing helps you sharpen your message and create content you can share later. The main thing here is to be consistent and genuine. Don’t try to be someone you’re not. Your audience will sense it.
Share your true opinions, your challenges, and your successes. What makes you human is your strongest advantage.
From Hard Sell to Constant Authority
This whole approach shifts things from just actively selling to becoming an “always-on” authority. When you consistently put out valuable content, you’re not just waiting for that 5% to discover you; you’re actively shaping how the 95% (who aren’t ready yet) see you. When they *do* get ready, you’ll be the one they remember.
This strategy also works great with LinkedIn’s algorithms. LinkedIn’s 360Brew algorithm gives a boost to content that gets people talking and shows expertise. Posts that spark a conversation, especially those that touch on tough topics like digital marketing, AI, or innovation challenges, tend to do exceptionally well. For instance, discussions around “AI in pharma” or navigating “Gen AI hype” have really hit home because they deal with timely, high-stakes issues. It’s all about setting things up, building trusted connections and recognition long before anyone even considers buying something. It means being out there, not just when customers are looking for a specific solution, but when they’re trying to understand something, looking for advice, or searching for a leader in your area.
Will this bring you instant success? Probably not. But it will definitely make you more relevant to your future customers – and that’s a win-win. So, founders, what are you waiting for? Start writing. That 95% is out there, and they’re waiting to hear from you.