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The UnSlept — an Untapped Market

Most nights, I hit the sack around midnight and fall asleep within a half hour. I wake up refreshed and raring to go. Then I look at the clock and see it’s 2:15 a.m. Oh, oh. Here we go again.

I look over at my spouse. She is sleeping soundly. The house is quiet, dark and warm. If my clock wasn’t digital I would be able to hear it tick. I should be sleeping.

But once again, I am going to join that very special group of people that I like to call “The UnSlept.”
There are lots of us in the UnSlept Club. According to WebMD, almost sixty million in the USA. We are a force to be reckoned with — if you catch us on a day when we are alert enough to do some reckoning.

The UnSlept might be the most overlooked market in the world. I am surprised that more corporations have not realized this fact.Why aren’t more companies trying to win our business? Goodness knows, we have plenty of time to listen to their pitches.

That’s not to say that we spend our sleepless nights in an unproductive manner. For example, I usually read 100 or so pages of a book. I make a “to do” list. I set goals.

I also try to learn important things. At around 4 a.m., I head downstairs to the family room. I turn on the big screen and search for the history documentaries that no one else in my family will watch with me.

Do I get any work done on sleepless nights? Rarely.

When I try to write something down I usually find that my handwriting is even worse than usual. My notes look like the test pad at the ink pen display at Office Max.

When I try to text an idea to myself from my phone, it usually reads something like, “Remember that thing.”

But I want to know why Steve Jobs did nothing about this market. Why is there no product from Apple to help the likes of me and my fellow dreamless dreamers?

We have some good people in this group. The local chapter of the UnSlept club includes my Yoga teacher Kathy G. and and Mike S. the owner of AVP, my favorite video production house, is a lifetime member.

Clever marketers should be clamoring for our business by creating special discounts for anyone awake and reading, watching or online from 2 a.m. to 4 a.m. each day.

Anything that could be ordered by text, email or phone would work. We’re not gonna leave our homes and risk losing the 20-30 minutes of sleep we still might catch, but we will order away otherwise.

I would suggest marketers focus on solving the problems that the UnSlept encounter in the mornings—

Since we are bound to be late for work, perhaps a special valet service that drops a driver off at your house who will then drive you in your car to your office parking lot.

With this service you will have your car when you leave at the end of the day. On the way to work you can finish combing your hair and shaving (battery operated razors only please).

How about a special service to call ahead and warn co-workers that you will be slightly grumpy during the upcoming day?

The possibilities are endless for this untapped market. I suggest you get to work on it now.

I will do the same. But first, I think I’m going to take a nap.

About The Author

  • Author | George Farris
George Farris is CEO and Senior Brand Coach at Farris Marketing. Connect with George on LinkedIn using the icons above.

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