4 Wins, Issue 262
Robby Fowler: Hi, I'm Robby Fowler
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The 4 Wins, issue 262.
Win number one, something to try.
You're at a birthday party.
When you get a flashback.
It's a younger you with friends
cry, laughing at how you each sound
after sucking on a hit of helium.
It's a moment only visible to you private.
No one else knows why the rye
smile emerges on your face.
Remember privacy, believe it or not,
it did exist before AI companies in
Google Chrome, kinda like a fax machine.
Hey, and I've seen those in the wild.
Take privacy back with Helium.
It's an ad blocking and privacy
obsessed browser Run all your
favorite Chrome browser extensions,
while helium blocks, ads, trackers,
phishing, and a host of other scary
spies you didn't even know existed.
You can watch a short demo on my YouTube.
Wait, what?
Yeah, more on YouTube and win number four.
Win number two, something a
client recently asked, we're
in part three of our series.
Why Doing more marketing makes
everything worse and what to do instead?
Here's the challenge.
Clients tell me, I know I need to
post more, but I've got nothing left.
That's in fact what clients share
with me in some version of that.
Once they feel safe enough to be real.
This week we're gonna look at outcomes
and activities, or it's not the âeFâ word.
Let's talk outcomes first.
You might be surprised, but most
of my clients are not crystal
clear on the outcomes they're
actually after from their marketing.
More leads.
Well, sure.
Growth.
Yeah.
Uh, more scratch to deposit
in the bank each month.
Yep.
But when I press, these are fuzzy.
They're more like jello than concrete.
In short, the outcomes their marketing
should be serving are unspoken, or they're
vague or they're impossible to measure.
They're about as specific as my old
classmates referring to every teacher
in high school as miss and boy, do
you wanna see a teacher get mad?
Now let's talk activity and outcome
because they are not synonymous.
So here's something else.
Outcomes are difficult to achieve
while activities are simple to copy.
For example, any college sports fans
worth their assault would never have
picked Indiana to win a national
championship, let alone in football.
With all eyes on the miraculous
turnaround, Indiana's head
coach has become famous for his
approach to practicing less.
Now, I want you to watch how many football
programs copy coach sign's activity,
then see how many of those same football
teams actually achieve a national change.
Then see how many of those
actual football teams.
Then seeing how many of those actual
football teams achieve a national
championship as one handsome devil once
said, outcomes are difficult to achieve
while activities are simple to copy.
And lastly, it's not the F word that's EF.
Let's put a bow on this.
For most business owners, what your
marketing is missing isn't effort.
It's actually a foundation.
The foundation is your core message built
around a radical empathy for your client.
And your foundational core message is what
all your marketing activities amplify,
and that's also what your brand embodies
kind of like fruit to a fruit tree.
Decide the outcomes you want to achieve,
determine the message your audience
needs to buy what you're offering, and
then you decide where and how to say it.
All those activities, skip this and
you'll end up chasing all the activities.
Build it and it works regardless of
what channels or activities you employ.
It works whether you choose podcast
guesting, in-person, networking,
LinkedIn, or anything else you do
to achieve the outcomes you want.
And next time we'll take a look at this.
While you probably can't pour your own
foundation and why that's not a weakness.
Win.
Number three, something to think about.
Win number two.
Well, it had a killer line
worth revisiting, especially
with the rise of ai.
Here's the killer line.
Outcomes are difficult to achieve
while activities are simple to copy
AI awaits at our beck and call, right?
It's like a puppy that's anxious to play.
It can easily become a black
hole for you and me to chase
endless marketing activities.
Have you felt that?
Because I know I sure have.
Win number four, something personal,
my inner me goes by a different name.
It's my quote, preventer me and
when, number one, I mentioned YouTube
with fear, trepidation, my aim.
Now I really wanna say promise, but
my preventer, me recoiled when I tried
to say that and downgraded it to aim.
My aim is to share this
four Wins issue on YouTube.
Starting today, Friday, sometime
before midnight, like Hawaii time.
Even though I'm central, honestly,
I've aimed to do this for quite a
while, and every time I got close my
preventer me would fire off questions,
are you gonna use that camera?
He'd say, how do you plan to
showcase and edit the tool or
resource portion for win number one?
Please tell me you're not simply
gonna post to the audio on
your YouTube like it's 2024.
Are you for real, dude?
Come on.
Let's face it.
You've got a face for new
lettering, bruh, and for that
matter, a studio for new lettering.
The chances of you doing this
with any consistency and hitting
10 views is slim to Chicken Pal.
Yeah, that's my preventer.
Me.
What a swell fella he is, right?
Even better.
He's with me anytime an idea shows up.
Awesome sauce.
To combat him, I've prayed.
Made you a name, excuse me.
Made you a promise and fired up
a handy AR robot to be my no.
Turning back.
Now drill Sergeant Boys, he says
through a cloud of cigar smoke.
Buckle up.
We're going to YouTube, sir.
Yes sir.
Keep building a life-giving brand.
