 you're learning marketing, you're going to come across this idea of conversion rates, which is the rate at which people do the thing that you want them to do. So buy your thing or to sign up for your email list. And so a lot of people think that, wow, now that you've discovered conversion rates, you know, isn't all marketing, shouldn't it be about increasing conversion rates? Well, if you go down that rabbit hole, you're going to discover that a lot of what that's about is making people do stuff without knowing that you're making them do stuff, without them knowing that you're making them do stuff. So essentially, conversion rate optimization is a lot of ulterior motive, tactics and techniques that you are not revealing to the audience. Otherwise, it would be uncomfortable for them to know that you are using certain things to try to get them to do things that you want them to do. Is there an alternative? Of course. That's what I'm here to provide you. So instead of focusing on getting a higher conversion rate, I invite you to do the following. Authentic marketing. Now, let me summarize this for you. Basically, on the one hand, work on getting better product market fit. And I'll explain this. And on the other hand, work on growing your warm audience. And by doing these things, you do worthwhile marketing. And it feels good to the heart. I often say that authentic marketing is like making friends at scale, making friends at scale. So think about making an authentic friendship. What does that mean? Do you try to go to somebody you don't know and charm them into being your friend? I mean, do things that are not your natural state to make them your friend. And then to make them do things you want them to do. If someone were doing that to you, how does that feel? It feels like a calculating psychopath. I don't know. So what we want is for somebody, if someone were trying to become a friend with you, what would you want them to do? You want them to be their natural self so that you know what they're usually like. And you want them also to find out about you and try to find some common ground so that you can talk about something interesting together and to do things that you both enjoy. That's called finding product market fit. So you as the business owner, it's your job to find out of all the interests that you have. You have more than one interest, right? You probably have five, 10. Some of you have 85 interests. Some of you have like 12 different things you could possibly offer to your market, to your audience. Okay, of all the 12 things you could offer, which of the 12 things is most interesting to your audience? By the way, all of you have an audience. Yeah, you do. Even if you just got started in your business today, you have an audience. It's called the people you can already reach. It's your friends. It's your colleagues. It's the people that your friends and colleagues can introduce you to. That's your audience. So you start there. So the product market fit is to work with your audience on finding out what is the common interest that you have that you and they have. The thing that one of the things that you could offer for sale that also interests them. So if you have that common interest, then you don't have to try very hard to sell. You don't have to use persuasion. You don't have to have gorgeous branding. Maybe you could do you could do branding if you enjoy it. If you enjoy the art of it. Great. Go for it. But you don't have to try so hard to get people to do things you see with product market fit. And on the other hand, growing your warm audience means that you are continually putting out authentic content. Just like you would with a with a new friend. You are continually see, talking with them when you have a chance to talk with them, right? You are exploring what's real for you. And you're also trying to help your friends serve your friend, find out what they like and serve your friend. And that's what content is. It's exploring yourself publicly because you're making for new friends at scale. So you're exploring yourself publicly, finding out also what's useful to your audience and giving them more of that. So authentic content is this is this dual action of self exploration in service to your audience. So if you do the these two things, right, product market fit, you always do market research and then you grow your warm audience through authentic content. And guess what? Really, you are like I said, making new friends at scale. It's an enjoyable activity because it's a very human. It's you are you are you are activating the best of humanity. And you are activating your purpose. So marketing is no longer a chore. It's no longer a means to an end. All I have to do marketing so that I can do my deep purposeful work. Baloney, marketing is part of your deep purposeful work. Did you know that marketing when done authentically is part of your deep purposeful daily work? It's about collaborating with your audience to to find common ground and to do something together. And it's also about serving your audience and exploring yourself. All of that is purposeful. All of that's meaningful. Why does it have to be outside of your meaningful work? You should approach marketing with joy as you can. If it's like this, it's worthwhile. And lastly, as you grow your warm audience more and more, by doing more and more authentic content and learning how to distribute content, etc. Guess what? Your warm audience grows more and more and more of them trust you such that you eventually can sell just about anything and they will buy it. Just like when a friend and you have a good relationship and they trust you, you may have a new topic that you want to talk about or you want to you want to go to a new event that they had no interest in before. But because they trust you, they said, Sure, let's go. Let's give it a try. You seem so passionate about it. Let's give it a try. So with a large enough warm audience, the same thing happens. You can say, I've got this new idea. I've got this new product. I've got that new service. I've got this new idea I want to I want to serve you with and then enough of your warm people will sign up. And so your marketing gets easier and easier over time. And you don't ever have to worry about conversion rates again. I hope this is helpful. Always open to your comments and your questions. I wish you well. Thanks for joining me.