Kelly AlhooiePelviBiz, Pelvibiz · Healthcare Business Strategy Assistant

Only 3% Are Ready to Buy—Here's Why That Matters

26 Jun 2026 · 1 min

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1:05

In this segment, Kelly Alhooie explains the "problem aware" stage of audience targeting, emphasizing that marketing hooks must directly address the specific pain the audience is experiencing. She uses perimenopause and menopause night sweats as a concrete example, describing how women recognize the problem when they wake up drenched in sweat, leading to sleeplessness, irritability, and reduced productivity. Kelly stresses that creators should craft Reel, TikTok, or YouTube hooks that explicitly mention these pain points—such as inability to sleep, morning grouchiness, and low energy—to capture the attention of the small fraction of the market (approximately 3%) that is ready to buy. The core message is that speaking to the audience’s immediate discomfort is essential for effective marketing at the problem‑aware stage.

Chapters

Problem aware. This is when the hook has to speak to the pain that they're in. Let's talk about perimenopause and menopause. What's like the number one thing people complain about? Night sweats. Let's just say that, okay? The women know they have a problem when you profusely start sweating at night and you're like, oh my gosh, like, I've got to do— like, I've got to figure this out. Like, this is a problem. That means that they're problem aware. They're here. When I make my marketing to that, I need to speak to their pain. So their pain is, I can't sleep at night because I'm sweating profusely. That would be this right here. So when I'm making a Reel or a TikTok or a YouTube, I'm talking about the pain. The pain is I cannot sleep at night. So when I wake up, I am grouchy. I'm tired, I can't work, I, I just feel like I'm in a horrible mood because I have not slept. That's the pain. So you've got to speak to the freaking pain. That's key. That's problem aware, okay?