CFO: June sucked. Why can't we scale spend? CMO: We're breaking the first law of marketing bestie. CFO: which is? CMO: The 95/5 rule. CFO: explain. CMO: at any moment, only 5% of people are actually shopping. CFO: and? CMO: we spend 100% of our budget fighting for that tiny pool. CFO: welcome to Short-term Sadness. CMO: 🎵 got that summertime, summertime conversion sadness 🎵 CFO: meaning? CMO: we're-all-stuck-in-the-same-7-day-click-attribution-trying-to-convert-now lane. CFO: that's specific. CMO: and getting 14% more expensive every year. CFO: doesn't sound that bad. CMO: do the math. compounding is brutal. in 3 years, we'll need 50% more budget for the same results. CFO: but we need revenue now. CMO: that's exactly the problem. everyone needs revenue now. CFO: so? CMO: so we're all measuring the same way, chasing the same 5%. CFO: there has to be a better way. CMO: there is. we prep the 95%. CFO: prep them for what? CMO: for when they naturally enter the market. CFO: how? CMO: inspire them now, so they choose us automatically later. CFO: automatically? CMO: Professor Romaniuk explains it perfectly. CFO: hit me. CMO: you can't push people down a funnel, but you can catch them when they fall. CFO: into the 5%? CMO: exactly. and John Dawes from Ehrenberg-Bass dropped the truth. CFO: what truth? CMO: "People largely use their memories when buying. The brand that gets remembered is the brand that gets bought." CFO: so how do we get remembered? CMO: make the brand famous. that's all brand strength really is. CFO: sounds expensive. CMO: that's another illusion. hitting the 95% costs way less per person. CFO: so? CMO: so we can reach 5-10x more people with the same budget. CFO: with what kind of content? CMO: stuff that actually gets noticed. puts on a show. CFO: different from our usual ads? CMO: completely. no more just chasing quick clicks. CFO: what changes? CMO: we're not limited by META's conversion window. CFO: meaning? CMO: right now we only reach proven buyers who click and purchase fast. CFO: isn't that smart? CMO: it's limiting. we're missing massive audiences, and many would have purchased anyway CFO: who? CMO: people who might love us but haven’t shown Meta that they’re ad-clickers-and-buyers in our 1 day click attribution window CFO: how do we track it? CMO: watch your baseline revenue grow. CFO: meaning? CMO: more revenue from branded searches, direct traffic, organic social. at higher margins. CFO: when do we see results? CMO: some now, some in 30 days. some in 6 months. but all without paying that compounding 14% YoY Zuck Tax. CFO: this feels like some underground knowledge. CMO: Tyler Durden taught us well. CFO: what do you mean? CMO: first rule of marketing is don't only talk to the 5%. CFO: and the second rule? CMO: DON'T. ONLY. TALK. TO. THE. 5%.