Most business owners treat marketing like a museum exhibit: pretty, passive, and hoping people look at it. Suby’s 2021 update is ruthless on this point. He argues that the shift in consumer behavior (accelerated by 2020) means people are more distracted and skeptical than ever.
Why? Because when you go narrow, your conversion rate doubles. When your conversion rate doubles, you can outbid your competitors for ad space. You win the auction.
: Suby argues most businesses fight over the 3% of people ready to buy now. The real profit lies in educating the other 97% —those who are gathering information, problem-aware, or completely unaware.