When you're talking to your sphere of influence and you're communicating a message through social media, email, newsletters, email marketing, and physical mail…

What is that message? And do people really like the message?

That's a really interesting question. We can measure that. We can measure it with email newsletters like Constant Contact or MailChimp, based on what they call the click-through rate—how many people are clicking on the topic so they like it and want to read it or dig into it.

And then deeper than that, we can see how long people are on your social media. If they engage, how long they're sticking on that, if they're watching your video for 10 seconds or 20 seconds, getting all the way through it. So that's what we call stickiness with the content.

To make your content more sticky and have a higher click-through, let me give you an idea. And that is to give people social currency.

What is social currency?

That means you're going to give somebody something that the...