The fact that you are reading this email says that you are curious as to the importance of 97 and 3.

Yes, they add up to 100 - but it is more than that.

You see, your prospects (those people who could buy your "thing") are somewhere on the journey towards actually making the decision, saying yes (to someone) and paying their money.

And that is where the 97 v 3 comes in.

The 3 is 3% of the entire audience, and these are those who are ready to buy RIGHT NOW!

But the other 97% are not there at this time - but will be at some point in the future.

This 97% range from those moving towards shortlisting and making their final decisions to make a purchase (and becoming the 3%) back to those at the start of their discovery where they don't even know that they have "an itch that your thing can scratch!"

Most companies focus on prospects when they reach the 3% stage and this is wrong, because the prospect is then evaluating a simple equation - price and fit.

Now whilst that may be suitable for them, think about where their heads would be if they had heard from you throughout their journey of discovery from having "the itch", doing their research, understanding the suppliers of the "itch scratcher", realising the benefits of some over others and then making an informed decision when they get to the 3%...

Simply put, if you can engage with prospects from the earliest opportunity, offering value, support, advice and assist in their journey of discovery, your positioning when they hit the 3% is stronger than ever.

And any of your competitors entering the conversation at that point have an uphill battle to squeeze into the decision-making process.

So start sharing great content with those that don't even know they will need you - they'll thank you in the end.

Speak soon!

James