Rethinking Growth: The 95:5 Rule and the Human Side of Marketing

If there’s one question that I’ve asked myself time and time again as a marketer, it’s this: How does marketing really work? We all know the theories, the strategies, the buzzwords – but what about the reality of it all? What does success actually look like in the world of marketing?

For a long time, like many others, I believed the key to growth was all about chasing the short-term wins. We’re told to push, push, push – to get those leads, to close those sales, and to see instant results. It’s a fast-paced world, and we’re conditioned to expect quick returns. But over the years, I’ve come to realise that this rush for immediate gratification isn’t the true driver of sustainable growth.

Here’s the real kicker: most of us have misunderstood how growth happens in marketing. And it's not just a misstep; it’s something we’ve been taught for years.

The 95:5 Rule: Rethinking How We Build Growth

This was a game-changer for me. The 95:5 Rule, which is grounded in research by Professor John Dawes and the Ehrenberg-Bass Institute, flips everything we’ve been taught about marketing on its head.

We’ve been taught that marketing works by pushing products down a funnel, convincing buyers to make decisions fast. But the reality is that only 5% of people are actively in-market at any given time – they’re the ones ready to buy right now. The other 95%? They’re not ready. Not today, not tomorrow, maybe not even in the next few months. And here's the important part – no amount of persuasion can make them ready any sooner.

So why do we keep fixating on the 5%?

The truth I’ve learned is this: The real opportunity is in the 95%. It’s not about rushing the process. It’s about staying on their radar, building relationships, creating experiences, and leaving a lasting impression. It’s about being there for the moment they’re ready to make a decision, which could be weeks, months, or even years down the line.

The Human Side of Marketing: Building for the Long-Term

What does this mean for marketers today? For me, it means a shift in mindset. Marketing is no longer just about persuading people to buy quickly – it’s about creating an emotional connection that stands the test of time. We have to start thinking about long-term relationships, not just transactions.

And here’s where the magic happens: When you start focusing on creating memorable, human experiences, you stand out. You don’t just sell a product or service – you offer something people connect with. You build a brand that resonates with people on a deeper level. You become the brand they turn to when the time is right.

Think about it: Have you ever bought from a brand because their story moved you? Or because their messaging felt so personal and authentic that it made you feel like you were part of something bigger? That’s what we’re talking about here. It’s not just about features and specs; it’s about emotions, stories, and connections.

Applying the 95:5 Rule: Beyond Transactions

1. Focus on Building Mental Availability

   Success in marketing doesn’t come from targeting only those who are ready to buy today. Instead, it comes from creating awareness, building trust, and staying visible. Your audience needs to remember you when they’re finally ready to take action. That means making sure your brand is present, relevant, and easy to find when the time comes.

   
   

2. Create Memorable Experiences

   The human element is everything. People remember experiences, not just products. We need to move beyond transactional thinking and focus on creating emotional connections. Whether it’s a piece of content, a campaign, or a customer interaction, make it memorable. Make it something that sticks with them.

   
   

3. It’s About Timing, But Not in the Way You Think

   Yes, timing is important. But not in the way you might expect. Customers don’t always buy when we think they should. In fact, they may not even be thinking about us until much later. The goal is to be top-of-mind when they are ready – to be the brand they turn to when their needs finally align with what you offer.

   
   

4. Reach Beyond the Immediate Target

   Instead of hyper-targeting the small slice of the market that’s actively looking to buy, think bigger. Broaden your focus to include those who are exploring your category, those who may not even know they need you yet. The 95% might not be ready today, but when they are, you want to be in their thoughts.

   
   

Redefining Success: It’s About Building for Tomorrow, Today

For me, this mindset has reshaped the way I approach marketing. Growth isn’t about rushing for quick wins – it’s about creating something that lasts. It’s about building a brand that people trust, that they remember, and that they feel a connection with. The 95:5 Rule has taught me that real success takes time. It’s about patience, investment, and focusing on the long-term journey.

So let’s stop chasing the 5% who are ready to buy today. Let’s focus on the 95% – those who will eventually be ready. And when they are, let’s make sure they remember us for the right reasons: for the experiences we created, the relationships we built, and the brand we made unforgettable.