Wayne Mullins on predictable marketing

Why can marketing be predictable? And sort of what are some of the aspects of predictable marketing? That really starts diving into what I outlined in the book as the natural progression. When we understand kind of the natural progression, it's easy for us to then hold every dollar accountable, which goes back to your question, because we can say, okay, for this set of dollars, I'm allocating it to the attraction side. For this set of dollars, I'm allocating it to the keeping or converting side. And then within that, I can say, okay, within the attraction side, we're allocating this percent to move people from strangers to friends. And so once I have that allocation, I can say, okay, let's check and see what do the results actually look like? How productive were those dollars? Did they move people? Did they reach enough people to get them to know about us and to like us? We can hold that set of dollars accountable for the campaigns that fall within that. And, you know, if you really think about it, Nick, there's really 3 or 4 campaigns is all you really need. You need one campaign to get people to know about you. You need a campaign to get people to like you. So build some