The Brand ED Podcast

4 Wins, Issue 274
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[00:00:00]

Intro
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Robby Fowler: You can be in a fight with your buyer before a word is even spoken. Your marketing started it. I'm Robby Fowler, and welcome to issue 274 of The Four Wins,

where each week you get something to

try, apply, ponder, and relate to.

Let's jump in.

What 'Familiarity' Kills
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Robby Fowler: Familiarity kills wonder.

That statement on a podcast episode arrested my attention this week while taking a morning walk. I invite you to pause and consider one place in your life where you've become too familiar and how you might rediscover wonder. Perhaps that's too familiar with your spouse or your approach to a reoccurring business problem.

Maybe it's your weekend or your meal plans, or maybe the familiar structure and layout of your weekly Four Wins newsletter after two hundred and seventy-three weeks in a row. Now, that's something worth thinking about.

Now, onto the work.

Why Nobody’s Buying What You’re Best At, pt 5.
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Robby Fowler: Why nobody's buying what you're selling, part [00:01:00] five. Here's the challenge clients bring to me. I'm really good at what I do. I've got clients and proof, so why is nobody buying it? This week, speaking to your prospect before talking to them.

Now, if you've been married for several years or in any sort of long-term relationship, you're going to know this reality I'm about to describe. You can be in a fight with your spouse or partner before a single word is spoken. It's the glance. It's the shrug. It's the forceful close of a door or the brisk walk through the living room without making any eye contact back with you.

These are signals that speak louder than words before anyone opens their mouth. In this series, we've explored the critical distinction between creating art as an artist and then selling that art. Now, the gap is a communication problem.

It's not a problem with your work. Here's the deal. You can go from being admired to getting hired when you state the [00:02:00] outcome you produce in your buyer's language. It's like that fight that starts before any words. You speak to your prospect before you actually talk to them when your message pinpoints their desired outcome.

What happens is the right person reads it or maybe they hear it from a referral and then they say, "Well, that's what I want." At the same time, the wrong buyer self-selects out because the message is actually clear. So you get more than an uptick in just interest or leads.

You get filtered interest. The right buyers are leaning in. The wrong buyers are self-selecting out. Now, here's an example. A recent client was marketing their retreat center like so many other retreat centers do. Rooms, amenities, pricing, capacity. Now, that's like selling the ship. Instead, we flip the message to the real product.

And that is what happens to the group that actually retreats together. So the [00:03:00] message shifted from rooms and meal plans to actually deeper connection and unforgettable memories.

Series Recap
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Robby Fowler: Now Let's do a series recap. We started this series out back in part one, naming the frustration. So you're a consultant with lots of experience, or you're a medical specialty practice. In other words, you're a specialist with all sorts of experience. Or perhaps you're a founder of a service-based business.

That means you're really experienced at what you do, and you've got a track record to prove it. But somehow you're struggling to get buyers, you're struggling to get patients, you're struggling to land the right clients. Where we started is take the weight off. You're-- It's not because you're bad at marketing.

You're just focused on the wrong solution. Then we took a look at this in part two. When your marketing fails to deliver, the temptation for any expert is to actually go deeper and then talk louder around your area of [00:04:00] expertise.

But the problem is that just lands as noise to your audience. In fact, it actually widens the gap

between what YOU do

and what THEY get. And bridging that gap is really impossible to do alone because you're just too close to your own expertise, and that's what we looked at in part three. You need a translator.

In fact, I often tell my clients, "I'm actually here in this engagement as an advocate for your customer or your client or your patient, not your business. Like, I'm here to represent them and help you connect with them."

And then in part four, we looked at the fact that when your message gets translated, when the outcome is clear, and when it's in their language, then the right clients stop shopping and start buying.

Imagine a stranger understanding the outcome you deliver or your business delivers or your specialty medical practice delivers before you ever even talk with them. [00:05:00] Everything downstream gets easier.

Your Invitation
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Robby Fowler: So I've got an invitation for you. I've got two spots open this July, and if you want help finding that message, finding the message your buyers are waiting to hear, then just reach out to me.

You can find the link to my website in the show notes. Let's talk about what that could look like for you. Grab one of those two spots.

On the Personal Side
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Robby Fowler: Now onto the personal side.

Die. DIE.

Yes, that's what my wife said to our dear sweet youngest child. This literally happened just yesterday. Now, before you call the cops or Child Protective Services, I should probably give you a little bit of context.

Meet the Baby of the Family
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Robby Fowler: First let's meet the baby of the family. Our youngest, the one who is being implored to die, is 20 and home from college for the summer.

Now, he was upstairs gaming with his friends, so he's in his room, which is right down there. Lights are out in the room. He's got the headset on. zipping around through some [00:06:00] first-person game he's playing. So he and his buddies are playing some sort of team game online. They've all just come home from work.

They're Twitching or Discording or whatever they do. Bottom line, they're full bore into this game.

Enter Mom (aka my wife)
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Robby Fowler: So now enter mom, my wife. My wife comes home after a long day of work, and she just makes the announcement when she walks in the door, "We are not cooking tonight. Let's just go grab something." I say, "Sure, that sounds great."

So she heads upstairs to grab the little baby who's in his room gaming. So she goes in the door. She says, "Hey, we're gonna grab dinner, bud. Let's go." And then the dreadful words, the awful words, the ghastly words were uttered. Now, it's not actually the die, die words. No. The, "Okay, let me finish my game first" words.

That came from Captain Gamer there. And those words register with my wife, and they make about as much sense as explaining AI tokens to your 92-year-old grandma. See, my [00:07:00] wife just cannot appreciate the concept of abandoning an online group game before you as the player die. It just simply does not compute in her world.

She's more of an Atari 2600 girl, right? It's simple. You turn the game on, you wanna play, and when you're done, you turn the game off. So our youngest is "Bro, I can't just quit until I die." And then my wife is like, "Die. Die. Just die." And she comes down, and

I said, "Hey, babe, after hours of labor when they first laid that sweet baby child on your chest in the hospital, did you ever imagine 20 years later looking into those same blue eyes and saying, ' Would you just die?'"

Enough about me. Here’s something you should check out…
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Enough about me. Here's something you should definitely check out. So for all my fellow nonfiction readers out there, I've got a great resource for you. I want you to go check out Atticus. It's gonna allow you to actually talk to the books that you love.

Atticus
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Robby Fowler: Atticus pledges to be the [00:08:00] first reading platform that lets you have real-time conversations with your books. It's via AI. So it turns your books into interactive AI-powered experiences. You can ask questions, you can get a different explanation, you can connect one chapter to another chapter. Even better, it's launching with authors.

So this is very different than you having a conversation with one of the language learning modules like ChatGPT or Claude and just asking them about a book which they're not legally available to quote directly from. This is really like a new way to read and to learn by partnering with AI, and even better, partnering with a company that is started by an author.

So here's how it works, right? You read a book. It's an iPhone app. It's in private beta. I've got my copy. I'll be trying that out [00:09:00] this week. As you're reading, you just tap to ask, "Hey, what does this mean?" Or, "How do I apply?" In other words, you just stop and you start interacting with the book. You're gonna get clear answers that are grounded in the actual book because they have the rights to the book, and then you're welcome to take those insights and apply them however you want.

So this is what makes Atticus different. This is actual licensed content. So the current private beta has just a handful of nonfiction books , that the authors have granted them the rights to. So this is a win for us as readers that want an interactive experience and would love to talk and engage more with the book to kinda ingest it and learn it, while at the same time, being respectful of the authors that worked hard to author this book.

So you get personalized learning. You're gonna g- hear things kinda in the author's voice and interact with them, almost like having a one-on-one private conversation with the author of the book. So this is built for [00:10:00] authors, and it's built for us as readers. It's really a win-win for both of us. Highly encourage you to go check that out, get on the private beta.

This could be a really interesting learning tool to help us ingest more as we're reading, particularly nonfiction books , oftentimes to help our business and even ourselves grow.

Closing
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Robby Fowler: I hope you wonderfully enjoyed this very unfamiliar format of the 4 Wins. Oh, I also wonder if you can identify the 4 Wins that are out of their familiar order and layout if you're a regular. Don't forget, if you're interested in snagging one of those two available spots to craft the message your buyers are waiting to hear so you don't just get admired, but you start getting hired, then use the link in the show notes.

I'd love to have a conversation about that. Grab one of those two spots available in July. Don't let another quarter or months go by with you wrestling with trying to figure that out for yourself. I'd love to help.

Until next time, keep building a life-giving brand.

Work with Robby
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Robby Fowler: I help owners of service businesses, [00:11:00] specialty medical practices, and established consultants build the strategic foundation their marketing has been running without, so that every tactic, every hire, every dollar finally pulls in the same direction. If you think we might be a good fit, there's a link in the show notes on how we might work together.

I would invite you to go explore that page, and then let's have a conversation.