Reaching People Who Aren’t Looking for You... Yet

Here’s something crucial for every business leader to understand: most of your

ideal clients aren’t looking for your service right now. In fact, according to the

“95-5 Rule” from a recent report (link below) by Professor John Dawes, 95% of

B2B buyers aren’t in the market at any given moment. That means only 5% of

your potential customers are actively searching for what you offer. This might

seem discouraging at first, but it actually highlights a powerful opportunity.

When people aren’t in the market for your service, they’re not searching. So

how do they choose when the time comes? The first tool they rely on is their

memory. And this is why Leadership Branding is your most valuable asset - it

builds trust over time and ensures that when a potential client decides they

need your service, you are the first person they think of.

The Power of Memory and Trust

As outlined in the document, advertising’s role isn’t just to drive immediate

sales but to create memory links. These are the mental associations potential

buyers make with your brand, even when they aren’t ready to buy. That’s why

brands with strong, consistent messaging are the ones people turn to when

they enter the market. Leadership Branding works in a similar way, except it’s

even more personal. By consistently sharing your insights, experiences, and

expertise, you’re building trust and familiarity over time. So when your ideal

clients finally do need a service like yours, you’re already top of mind.

This is where the concept of authority bias comes in. People are naturally

inclined to trust and follow those they perceive as leaders or experts in their

field. By positioning yourself as a leader, you’re not just creating content -

you’re establishing yourself as an authority. And when people remember you,

they’re more likely to choose you when the need arises.

Why Leadership Branding Beats "In-Market" Tactics

A lot of marketing strategies focus on catching people in the moment they’re

ready to buy - SEO, PPC, and paid ads all operate on this premise. But the truth

is, that approach only targets the small percentage of buyers who are actively

searching. What about the 95% who aren’t in the market right now? If you’re

only focusing on those in-market tactics, you’re missing the bigger picture.

Leadership Branding allows you to reach the other 95%. By consistently

showing up on platforms like LinkedIn, you’re building trust with potential

clients long before they’re ready to buy. And that’s crucial because people rely

on familiarity when making purchasing decisions. If they’ve seen your content,

read your insights, and engaged with your story, you’re not just another name in

the crowd - you’re the one they trust.

Staying Top of Mind

Most B2B purchase decisions aren’t made overnight. They involve research,

consideration, and often, a lot of back-and-forth between decision-makers. So

if you wait to reach people until they’re already looking, you’re too late.

Leadership Branding gives you the chance to build a relationship with potential

clients over time. You’re not just waiting for them to come to you - you’re

actively nurturing those relationships, so when the moment comes, they

already know who to turn to.

Think about it: if someone has been following your insights on LinkedIn, reading

your posts, and seeing your consistent engagement, they’re going to feel much

more comfortable reaching out when they’re ready. They know you, they’ve

learned from you, and most importantly, they trust you.

Leadership Branding: The Long Game

What makes Leadership Branding so powerful is that it’s not a short-term

tactic. You’re playing the long game, building trust and relationships with

potential clients who aren’t even in the market yet. And when they are? They

won’t need to search - they’ll already know where to go. As Dawes’ report

makes clear, brand familiarity is built over time. The more you show up, the

stronger your mental links become, and the more likely you are to be the first

choice when the need arises.

So, if you’re relying solely on strategies that target the 5% of buyers actively

searching, you’re leaving 95% of your potential business untapped. Leadership

Branding helps you reach that 95%, ensuring that when they finally are in the

market, you’re the name they remember.

The Bottom Line: Build Trust Now, Reap the Rewards Later

The key takeaway from this is simple: most of your ideal clients aren’t looking

for you right now, but they will be eventually. The question is, will they

remember you when the time comes? Leadership Branding allows you to build

trust over time, staying top of mind so that when your potential clients decide

they need your service, you’re already their first choice.

So start building those memory links now. Show up, share your story, and

demonstrate your expertise. It’s not just about being visible today - it’s about

being the trusted choice tomorrow.

Link: https://johndawes.info/the-955-rule/