Ever heard of the Chet Holmes Pyramid?

This divides buyers into five categories, ranging from the hottest buyers to the coldest.

The top two categories, covering 10% of people, are filled with buyers who are either actively looking to buy RIGHT NOW or who are open to doing so.

The next two categories, covering 60% of people, are consumers who aren’t looking to buy now but might in the future and people who believe they would never be in the market for your product.

Most small businesses – logically – market to the 10% of people in the two two categories. As a result, that part of the market is intensely competitive.

That’s why you might want to consider marketing to the next 60%. The buyers aren’t as hot – but nor is the competition.