Free tool · 95:5 Content Plan · about 30 minutes Two audiences. One page.
Name one idea. Choose what you will build for the buyers who are not buying yet, and what you will capture for the few who are. The page assembles as you type.
1 · The one idea
2 · Build (the buyers who are not buying yet): useful, repeated, recognisable, no ask
3 · Capture (the buyers who are ready): specific, easy, fast
4 · Rhythm (one you can keep on your worst week)
5 · How we will know
The 95:5 figure is a modelled estimate: up to 95% of business buyers are out of the market at any time (John Dawes, Ehrenberg-Bass Institute for the LinkedIn B2B Institute, 2021). Your own proportion will vary. Nothing you type leaves this page.
Your 95:5 content plan
Then test it
Check the balance. Look at the last ten things you published or sent. Mark each as speaking to buyers who are ready now, or to everyone else. If nine out of ten speak only to the ready buyers, your market has no way to learn about you before it needs you.
The thinking behind the plan, and seven low-cost ways to carry it out, is in The Brand Code: 95% of Your Buyers Aren't Buying Yet, B2B Brand Awareness on a Small Budget and The 95:5 Content Plan, published on 22 October 2026. To make your one idea findable by AI assistants too, run the AI Visibility Check.
Questions
What is the 95:5 rule?
Research from the Ehrenberg-Bass Institute for the LinkedIn B2B Institute (John Dawes, 2021) suggests up to 95% of business buyers are not in the market at any one time, and about 5% are. Marketing therefore has two jobs: build memory among the many, and capture the few.
Do I have to use the 95:5 ratio?
No. It is a mental model, and the real proportion varies by category and cycle length. The point is to serve both groups on purpose.
How much effort should go to each group?
My starting point, which is judgement and not a published benchmark, is closer to half and half than the heavily capture-weighted split most budgets show. Adjust as your own data arrives.
What if I only have time for one thing?
Fix the one idea and say it the same way everywhere. That serves both groups.
Is my plan saved?
Only in your browser, on this device. Nothing is sent to us.
The Brand Code
One idea a day, free.
Mike Bruce writes on positioning, pricing and brand visibility three times a day. The Brief lands in your inbox at 07:30 Abuja time. No sales emails.
Next step
A plan is the start, not the system.
A plan has to be carried by clear positioning and a consistent identity. Find out which phase is weakest, or book thirty minutes with us.