2 builders who never spoke to each other

Aim at the buyer who is not shopping yet

Most of any market is out of contract at any given moment, so content written purely to convert speaks to a small fraction of it. Publishing usefully in the months before anyone needs you compounds, because each useful encounter makes the next post likelier to stop them.

The method

1. 01

   Build for the buyers who are not shopping yet, because content aimed only at conversion ignores most of your market.

2. 02

   If you sell a service, publish useful content in the months before anyone needs you, so that when a buyer hits their own reset moment you are already the person they think of.

3. 03

   Treat attention as compounding rather than one-off: someone who got value from you once is likelier to stop for your next post, so keep publishing on the same channel until you feel ubiquitous.

What it returned

• 95

  Amanda Natividad cites Ehrenberg-Bass work for the LinkedIn B2B Institute putting 95 percent of B2B buyers outside the market at any moment, since companies change service providers roughly every five years and only a fifth are shopping in a given year.

• 100

  Branding designer Sarah Hart posts consistently on LinkedIn with strong opening hooks and carousels, and has converted that audience into a waitlist of roughly 100 clients.

• $4

  Coca-Cola is already among the most recognised brands on earth and still puts $4B a year into advertising.

Sources

• Attention - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · 7: Familiar · undated
• Fresh Start Effect - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Service-based businesses Showcase your credibility now to sell more later · undated
• The Case for Zero-Click Content in a Zero-Trust Ecosystem - SparkToroAmanda Natividad · sparktoro.com · Zero-Click Is a Trust-Building Strategy · 2025-07-24