I finally gave in. The buzz was out there. And as it turned out, I was ready. I’m talking about beginning my binge this weekend on the Netflix sensation, “House of Cards.”

I’d been hearing great things about it on the radio and in the news for years. I just didn’t have a television that streamed Netflix, and didn’t want to hassle getting the show any other way.

And so, when the new season’s promos were all over the media, I made time on a rainy day to begin the feast. It sucked me in right away; the hype delivered. Now, I’m a repeat “binge” customer—all about catching up so I can watch this new season’s dramatic episodes.

Marketing is a funny thing. You may not get results from sending out value-added materials to your current and potential customers right away. If you consistently send out marketing materials though—like a great informational, promotional newsletter—chances are the timing will be right for a recipient to give you a call somewhere along the way. In other words, if the buzz you create is consistent, your company will be top of mind when the customer is ready. And if you deliver what you say you can—if you keep your value promise—those customers will keep coming back for more.