Just 3 people out of every 100 want to buy what you sell right now.
But another 67 will want to buy your thing when they’re ready.
If you’re marketing focus is only to the 3 (most businesses do this) then you are missing the other 67 sales.
How do you fix this?
You do it with education based marketing.
That is you offer something of incredible value to get a lead.
You then continue to send educational marketing material until they buy, die or tell you to go away.
This requires enormous discipline and hard work to set it up. But it’s a lot better then always competing for the 3 people who want to buy now.