I want to take you back two and a half decades to before the internet, which sounds completely irrelevant, but it's actually really important. So when I started marketing, I was in financial services. And one of the things that I did to bring in a lot of prospects and leads was I ran a drip campaign and back then a drip campaign consisted of direct mail. So that was the way that we reached out to people. We would send them mail in the mailbox, old school, which people still do today and does have its place in the arsenal of generating traffic still. However, it is very expensive and we've got other ways today where we can do a lot more with a lot less money, which is awesome. But the drip campaign was very powerful and brought a lot of prospects and leads in because it deals with one of the problems that you can't control in marketing. 

And that is what's happening on the prospects end of the deal. So we think about marketing. We've kind of got a couple of things. We do control. We control the offers that we're creating. We control the word crafting and kind of how we're positioning that offer in the market and how we're working against our competitors and so on and so forth. We, we got, we got fairly good control over those things so we can manage, we can cross test. We can AB test, we can change stuff up. We can, you know, whatever. But the one thing we don't control is what's happening with the buyer. And this is where a lot of people fall on their face with marketing in general because they, again, they give out sort of do one shot. They might get a couple of hooks with people, but the bulk of the population of folks that they're going after, they don't really stick with them. 

And here's why this is a gigantic fail. You don't know what's happening in those people's lives. They may be a little low on money. They may be moving. They may be having a personal thing. They may be having a transition at work. They may be having all these different things that are making it so that, you know, they can't pay attention to what you have to offer right now. The other thing that you don't know besides all that of noise that we all have in our lives is you don't really know if the problem that you solve has gotten great enough in their lives, where they are ready to figure out a solution, which of course you will offer, right? That's part of your offer because you're in the business of solving problems like we all are. So the problem for them that you might solve just might not be big enough yet and painful enough for them to reach out. 

So the way to deal with that whole time thing, because you just can't control that is to make sure that you're regularly in front of these people and in today's world. And this is where I see a lot of, you know, kind of screwing up with people. And, and again, it goes back to what I was saying that it's not as simple as like firing one thing out and be like, Oh, that sucks. The money is always in the follow-up. It's a cliche, but it's true. And it was true 25 years ago when I was folding envelopes on Saturday mornings and licking stamps, it was, you know, it was true then. And it's true today. The money is in being consistent down the long road with your lists. And that can mean sometimes for months and months and months, and months, and months and months, because depending on the niche, depending on what you know, you're offering and depending on the market that you know, and all sorts of other stuff, some of these things, people just don't make decisions about really fast. 

So in today's high-speed world, my argument here is that drip marketing, which is like, you know, one little thing at a time slowly over a long period of time is actually extremely important to have implemented in your set of campaigns. Now there's two channels where you can deploy this pretty easily. One is in your email marketing and the other one is in your advertising, your paid ads, your retargeting, you can set those up so that those chase people for a long time and keep offers in front of the folks that have both visited your website and or opted into any of your lists. 

So I know this word isn't used very often today because we always talking about auto responders and the word auto responder to me just really only is kind of one dimensional. I mean, even me opting into something and getting one email back is technically an auto response, but it doesn't really that word. And that concept doesn't really cover the ground that we just talked about here, which is this concept of a long drip of offers and messages where you stay in front of your prospects and leads and become the voice of authority in your niche. That's your goal, right? So then when they're ready to convert, you're the person they're going to go to and try to figure out how to solve their problem.