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What is the 95 5 rule in marketing?

Understanding the long-lasting impression brand advertising makes is especially important given our research on The 95-5 rule, which shows that 95% of your potential buyers aren't ready to buy today. These 95% are “out-market” today, but will be “in-market” sometime in the future.

business.linkedin.com - 95-5 Rule | LinkedIn Marketing Solutions

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Despite the evidence indicating most buyers are “out-market” at any given time, most marketers believe that advertising works right away. We saw this in a study we did with B2B marketers on LinkedIn: 96% of B2B marketers expected to see the main effect of their ad campaigns within 2 weeks.

This belief is a myth.

Think about it! Has your business recently made a significant purchase, like a new phone system, engaged with a new payroll software vendor, signed a contract with an IT support company, or perhaps even bought new carpet for the office?

If you have, then you’ll know that you’re not in the market for those items now and, if you haven’t, then you’ll know you likely don’t need those items right now. The time between purchases for many B2B goods and services is quite long. The problem with this marketing myth is that it leads marketers to believe the job of advertising is to move people “in-market.” But ads don’t move buyers “in-market.” Only buyers will move themselves “in-market” – when they need a new good or service. The myth that ads work by moving buyers "in-market" is most commonly expressed through the sales funnel. But ads don’t work by moving people down the funnel. In fact, ads work by reaching buyers who aren’t even in the funnel yet.

Why?

Because more often than not, the brand that is most easily remembered is the brand that gets bought. Your job as a marketer is to start linking your brand to relevant buying situations – also known as category entry points – well before buyers enter the market, so when buyers do enter the market, your brand is the one that comes to mind. And if they don’t know your brand when they enter the market, then it’s already too late. This is why the 95-5 Rule advises you advertise mostly to buyers who are not likely to buy from you today. We recommend flipping the funnel on its side and re-thinking your marketing through the “in-market/out-market” paradigm expressed in The 95-5 Rule.

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What jobs pay the most with the least stress?

Postsecondary mathematical science teachers. Database architects. ... Art directors. ... Financial examiners. ... Civil engineers. ... Technical writers. Reza Estakhrian/Getty Images. ... Environmental scientists and specialists, including health. Kilito Chan/Getty Images. ... Farmers, ranchers, and other agricultural managers. Westend61/Getty Images. ... More items... •

businessinsider.com - 36 high-paying jobs for people who don't like stress - Business Insider

Method and data source

The Department of Labor's O*NET Online occupational database includes survey-based measurements of how important various skills, activities, and personal traits are for a particular job. One of the characteristics measured is stress tolerance, which O*NET describes as jobs requiring "accepting criticism and dealing calmly and effectively with high-stress situations." O*NET scores job characteristics like stress tolerance on a scale from 0 to 100, where a 0 means stress tolerance is not at all necessary for an occupation, and 100 suggests a job with a very high-stress environment. We ranked occupations from most to least stressful using O*NET's stress tolerance score, with lower scores indicating less stressful jobs. Since we are interested in high-paying jobs, we looked at occupations that had stress tolerance scores available and with average annual salaries of at least $75,000, according to the Bureau of Labor Statistics' Occupational Employment and Wage Statistics data for May 2021, the most recently available release. The above jobs were ranked from most to least stressful. In the case of a tied stress tolerance score, we ranked by average annual wages. Several of the jobs fell in academia, with postsecondary teachers in various fields and researchers in economics, statistics, mathematics, and materials science dominating the top of the list.

Andy Kiersz previously contributed to this story.

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