As the hit show Breaking Bad came to a dramatic end last night, millions of people still have Walter White and the rest of the cast on their minds. Throughout the show’s 62 episodes, it built up an enormous and loyal fan base that continued to grow over time.

This outcome is any marketer’s dream, and got me thinking: What can Breaking Bad teach us about marketing?

As it turns out, it can teach us a lot.

Here are four marketing lessons your agency can learn and benefit from, all inspired by Breaking Bad:

1. Be compelling:

The writers of Breaking Bad have no doubt succeeded in making the show compelling. The foundation of the show’s compelling nature lies in the charismatic, flawed, and complicated main characters, as well as the constant twists in the plot. As Walter White transformed from a pitied chemistry teacher into an infamous drug dealer, the viewers became increasingly interested and invested in the story. Breaking Bad’s story was so compelling that it basically demanded attention.

Your agency’s marketing efforts should intrigue and connect with your target audience in a way that demands attention by making your marketing as compelling as possible. This will help your agency stand out from the crowd of competitors, just as Breaking Bad stands out from other TV shows. As the show’s creator, Vince Gilligan describes, creating content that entices the audience is “like hooking a fish.” This leads to increased consumer engagement, and can have great impacts on your agency’s marketing efforts. Breaking Bad’s compelling content resulted in unbelievable engagement among viewers, and it was reported that the season premiere of this final season generated over 760,000 tweets.

2. Be unique:

When the series first started, some advertisers were hesitant to air ads during the show due to its violent plot. Years later, advertisers scrambled to secure their spots in the breaking bad series finale, which has been called “the biggest original programming cable TV event since ‘The Sopranos’ finale” by the Senior VP of Horizon Media. Advertisers weren’t the only ones skeptical about the show at the beginning, as one TV executive went as far as stating it was the worst idea for a show, ever. However, the Breaking Bad writers have turned the story of a terminally ill high school chemistry teacher turned meth cooker into one of the best (if not THE best) television shows in history. How? They weren’t afraid to be different.

Just like Breaking Bad, your agency’s marketing efforts should be unique. Unique content and ideas generate more traction, help increase brand awareness, and ultimately lead to more successful marketing. Unique content that provides new information to consumers is also much more compelling and already well-known information.

3. Evolve (and improve) over time:

Just like Walter changed throughout the series as a result of plot twists, your agency’s marketing strategy needs to change over time. This trait is what some say separates Breaking Bad from other recent TV dramas, such as The Sopranos. Unlike The Sopranos, the main characters in Breaking Bad are continuously adapting to new situations, and the series as a whole has been evolving and improving throughout time. By saving the best for last, the writers of Breaking Bad have been able to build an immense fan base and create unstoppable “buzz” about the show.

If you haven’t put much thought into your agency’s marketing strategy lately, maybe it’s time to revamp it. It’s crucial to make sure that your marketing efforts are adapting over time based off of industry changes, shifts in consumers’ needs, and other external factors. Without evolving and improving over time, your agency’s marketing won’t be nearly effective at finding and keeping more customers over time.

4. Tell a story:

Vince Gilligan and the writers of Breaking Bad certainly knew how to tell a story. Gilligan believed in always leaving viewers wanting more, enticing them to stay tuned into the show each week. The show’s award-winning and suspenseful plot had been building through an incredible amount of twists, turns, and intricate details of the story line. Their viewers grew substantially over time, as the season premiere of the final season attracted 5.9 million viewers, which is four times more than the viewers of the show’s pilot episode. As AMC’s president Charlie Collier has stated, the final episodes of the show “seem to be building into a cultural and highly communal television event that will stretch over two months with viewers anticipating, watching, discussing and sharing. It’s this type of engagement and passion that everyone is shooting for.”

While maybe not at such a large scale, that type of engagement and passion should also be what your agency is shooting for by telling a story through your marketing. Your marketing efforts and content should be focused on telling the “story” of your agency’s brand, personality, values, products, and services. This type of marketing allows people to connect more with your agency’s brand, as it becomes more relatable and familiar to both current and prospective customers.