Marc Haine argues that 95-97% of your audience isn't ready to buy, so most messaging needs to inspire, educate, or entertain rather than sell. He uses a fishing analogy to explain how to reach people who aren't actively in-market.
100% of your audience at any given time, maybe 3 to 5% of those people are what we would consider in market. They're looking for your product. So you think of all of your messaging, all of your content out there, the vast majority is speaking to just that minute part of the audience. So then, then you've got this 95 to 97% of the market. To them, It just reeks of sales breath because you're creating no value for me at all. So, the pillars of great content are you inspire me, you educate me, you entertain me. So, it really forces our thinking to try and come up with things that what is going to get people close to my boat, so to say, that they're not just going to jump right in. And using the fishing analogy, you can have a 10-foot line if all the fish are just always around your boat or If they're always way out there, what, you need a line that's a mile long?
