An equation for a communications budget

"Super seller" Jill Rowley is a new professional hero for me. She recently posted the following in Facebook:

Social selling approach does take more effort because you are not initially selling—you are adding value. You are showing that you have earned the right to sell by doing your homework.

It's a great statement because she emphasizes that personal commitment to communication is the most important aspect of modern marketing and sales. It inspired me to come up with the following video lesson on what investment in communications looks like: