Dan Henry

They were there to learn something.

They were there to interact with the platform.

But when you run ads, it's the equivalent to someone knocking on your door at 7 a.m.

to tell you about Jesus, right?

Which even if you're a devout Christian, I'm going to be annoyed getting knocked on my door at 7 a.m., right?

It's just not nice, okay?

So when you run ads, you're interrupting whatever people were doing.

It's interruption marketing.

You're interrupting them.

So they weren't already looking for you.

So obviously, if you interrupt them and they go, oh, but this is a bit interesting.

Let me see who this person is.

They're not going to be as warm as someone who found you organically or has followed you organically all of their own accord.

However...

The trick is to convert that person into someone that would do that.

So when someone gets on my email list from an ad or they buy something, I make sure to retarget them or email them with my best, most endearing content so that

they turn into the person that goes and watches my socials and my organic.

This is a part of branding.

So one trick, and nobody wants to do this.

It's so easy to do now with AI.