So the job of marketing is really simple. A, branding, that means trust and B. There's a principle in human psychology. It's called the mere exposure effect.

Say that again. There's a principle in human psychology called the mere exposure effect.

We got his FM D.MDJ voice going there.

That was very nice.

I thought so too, thank you.

What does that mean?

What it basically, it explains of way, I think, why marketing works the way it works.

And what it says in essence is that people,

as consumers, just as people in general,

they are more willing to buy from or hire from businesses with whom they are the most familiar.

And so there's this key word that word familiar.

In other words, like if I don't know you, I'm not going to become a lead.

Does that make sense?

I mean, you wouldn't do it. If you throw an offer like, hey, download this today and you're in, enter to win. I have no context for you.

So just familiar equal trust? That's, so I think of it like there's a tank.

Familiar, familiar, familiar.

Seth Godin actually talks about this.

The more familiar somebody becomes, eventually that turns into trust.

That's why like this is a sidebar, but in geographic farming,

for instance.

That's why there's no such thing as a come list me call.

A come list me call means somebody hit a boiling point of enough trust for you that

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