How do you capture the attention and engage with the segment of the market that is unavailable to your solution today? Especially if the majority of potential buyers are unaware or not interested in your offering. You currently focus your efforts on “available” market which means those you can actually “reach”. In reality, “reach” does not mean “relevant” let alone “receptive”. But, traditionally, that is all we had.
“Just because you can reach me with your direct marketing does not mean I am emotionally available (receptive)to responding to your message.” As a matter of fact, I may have been neutral to your brand, but become resentful of your direct marketing if I consider it intrusive.
Alternatively, many prospective buyers who might be receptive to your message, don’t receive it because they don’t know the right language to identify your solution as an option. They can describe their problems and symptoms, but aren’t educated sufficiently to realize they are part of your market. Call them the “hidden buyers”. They usually turn into “blue birds” as you have no idea where they came from.