WEBVTT NOTE This file was generated by Descript 00:00:00.000 --> 00:00:02.919 Robby Fowler: Hi, I'm Robby Fowler you’re listening to the 4 Wins . Each 00:00:02.919 --> 00:00:05.600 week, solopreneurs and entrepreneurs like you discover something to 00:00:05.600 --> 00:00:07.674 try, apply, ponder, and relate to. 00:00:08.237 --> 00:00:12.112 You can get this four WINS newsletter in your inbox by signing up at robbyf.com. 00:00:12.312 --> 00:00:14.887 That's R-O-B-B-Y f.com. 00:00:15.087 --> 00:00:19.137 And you can access any links or visuals in this issue or explore past issues on 00:00:19.137 --> 00:00:21.987 my substack at RobbyFowler.substack.com. 00:00:22.562 --> 00:00:26.162 Lastly, I recently published the first post in a new section on my substack 00:00:26.162 --> 00:00:29.887 called Biblepreneur, where I explore how scripture shapes the life and business 00:00:29.887 --> 00:00:31.562 of solopreneurs and entrepreneurs. 00:00:31.812 --> 00:00:33.962 If you're intrigued by the possibility of blending faith 00:00:33.962 --> 00:00:35.037 in business, go check it out. 00:00:35.275 --> 00:00:38.125 No obligation, just an invitation for those who are interested. 00:00:38.400 --> 00:00:41.525 A special note, if you're signed up for other things from me, please 00:00:41.525 --> 00:00:45.125 note that the new Biblepreneur section is a separate subscription. 00:00:45.625 --> 00:00:47.524 Now here's today's issue of the four wins. 00:00:47.851 --> 00:00:49.321 The four Wins issue. 00:00:49.331 --> 00:00:50.261 261. 00:00:51.091 --> 00:00:52.051 Something to try. 00:00:52.771 --> 00:00:54.511 You hop in your car in between meetings. 00:00:54.571 --> 00:00:57.151 You've got an hour before your next appointment, and you need to go 00:00:57.151 --> 00:00:59.221 grab a few items for the office. 00:00:59.281 --> 00:01:02.221 46 minutes later, you pull back into the garage. 00:01:02.251 --> 00:01:05.971 Plenty of time to get ready for your next meeting, and then it hits you. 00:01:06.391 --> 00:01:09.631 You drove right past the restaurant where you've been meaning to get a gift 00:01:09.631 --> 00:01:10.921 card for your best friend's birthday. 00:01:11.731 --> 00:01:14.761 In fact, you've driven past that restaurant over a dozen times 00:01:14.761 --> 00:01:18.481 in the past week and still never stopped to grab that gift card. 00:01:18.781 --> 00:01:20.371 Well, no MAs, my amigo. 00:01:20.671 --> 00:01:23.461 Check out Pinly, P-I-N-L-Y. 00:01:23.701 --> 00:01:27.751 It's a handy iPhone app that remembers what you forget at the right time. 00:01:27.931 --> 00:01:32.821 At the right place in Pinly, you drop a pin on your map and set a reminder. 00:01:33.091 --> 00:01:35.551 You get notified when you arrive or leave. 00:01:35.836 --> 00:01:39.436 And you can even set repeated reminders for those tasks you 00:01:39.436 --> 00:01:41.566 always need and always forget. 00:01:42.376 --> 00:01:45.436 Nothing ever leaves your phone, so your stuff stays with you. 00:01:45.856 --> 00:01:48.886 Pinly is free to use and built by an indie developer. 00:01:49.396 --> 00:01:52.696 Never feel like a goober again when you pull in the parking lot and 00:01:52.696 --> 00:01:55.066 ask yourself, now, why am I here? 00:01:56.586 --> 00:01:59.626 Win number two, something a client recently asked. 00:02:00.271 --> 00:02:01.951 We're in part two of our series. 00:02:01.951 --> 00:02:06.331 Why doing more marketing makes everything worse and what to do instead. 00:02:07.351 --> 00:02:08.641 Here's the challenge. 00:02:09.241 --> 00:02:12.301 I know I need to post more, but I've got nothing left. 00:02:12.961 --> 00:02:15.961 So many clients share some version of that with me once 00:02:15.961 --> 00:02:17.311 they feel safe enough to be real. 00:02:18.151 --> 00:02:22.801 This week we're looking at why the advice to just be more consistent is 00:02:22.801 --> 00:02:24.316 the worst advice you've been given. 00:02:25.981 --> 00:02:30.931 So see if this marketing advice sounds familiar to you, or maybe you've 00:02:30.931 --> 00:02:33.391 seen it out there from the experts. 00:02:33.781 --> 00:02:38.971 Things like post three times a week, be on video, optimize your funnel, start 00:02:38.971 --> 00:02:41.071 your podcast, email your list weekly. 00:02:41.251 --> 00:02:42.451 Use short form clips. 00:02:42.511 --> 00:02:44.251 Hire an overseas VA for social. 00:02:44.311 --> 00:02:46.021 Leverage AI to write your ads. 00:02:46.261 --> 00:02:48.301 Follow this template for viral content. 00:02:48.428 --> 00:02:51.698 All of that is like a Russian nesting doll of problems. 00:02:51.931 --> 00:02:53.641 And here's the first problem. 00:02:53.761 --> 00:02:55.651 I call it the starting line problem. 00:02:56.251 --> 00:03:00.751 I ask clients where they start as they attempt to act on this marketing advice. 00:03:01.471 --> 00:03:04.651 One of them told me, well, I, I kinda just start with a list of ideas. 00:03:04.651 --> 00:03:06.571 I have another one admitted. 00:03:06.571 --> 00:03:08.311 Well, just kind of whatever it comes to mind. 00:03:09.451 --> 00:03:12.516 Some turn to content pillars that they've pulled out of ai. 00:03:12.601 --> 00:03:15.331 The point is nobody knows where to start. 00:03:15.841 --> 00:03:19.291 And that leads to the second Russian nesting doll problem. 00:03:19.501 --> 00:03:21.121 The spaghetti at the wall problem. 00:03:22.021 --> 00:03:25.651 So when someone hands you a microphone and you have no idea what to say, you 00:03:25.651 --> 00:03:30.181 just start word vomiting, you throw spaghetti at the wall, and soon the stress 00:03:30.181 --> 00:03:35.491 of trying everything well that un nests the next Russian nesting doll problem. 00:03:35.491 --> 00:03:37.261 The burnout bandit problem. 00:03:37.681 --> 00:03:38.071 Why? 00:03:38.071 --> 00:03:41.821 Because consistently staring at a blank screen, it's not a strategy. 00:03:41.881 --> 00:03:43.741 In fact, it's a burnout machine. 00:03:44.506 --> 00:03:45.946 So here's the obvious question. 00:03:46.216 --> 00:03:50.146 Why are so many of us trapped into following this advice if it's bad advice? 00:03:50.746 --> 00:03:54.196 The advice feels so compelling to business owners because the entire 00:03:54.196 --> 00:03:59.266 industry pounds on marketing channels and marketing tactics, and the reason 00:03:59.266 --> 00:04:03.226 they harp on it, well, channels and tactics are easy for them to sell. 00:04:03.886 --> 00:04:07.426 And unfortunately, this kind of cart before the horse development trap. 00:04:07.816 --> 00:04:09.376 It's actually the norm out there. 00:04:09.766 --> 00:04:13.486 Most businesses start with an idea, then they go grab a logo, 00:04:13.516 --> 00:04:14.836 then they'll build a website. 00:04:14.866 --> 00:04:17.806 Then they'll start thinking about marketing, and eventually that 00:04:17.806 --> 00:04:20.836 will lead them right to marketing channels and marketing tactics. 00:04:21.346 --> 00:04:25.576 And the cost of these nesting doll problems isn't just marketing ROI. 00:04:26.746 --> 00:04:31.576 Every tactic you chase without a foundation steals time from the life 00:04:31.576 --> 00:04:32.896 you're actually trying to build. 00:04:33.496 --> 00:04:37.486 You wanted more from your business so you could have less on your plate, and 00:04:37.486 --> 00:04:40.186 instead you got handed more plates. 00:04:41.566 --> 00:04:42.916 Now you already know this. 00:04:42.916 --> 00:04:44.026 You just forgot. 00:04:44.866 --> 00:04:46.606 So I want you to imagine this. 00:04:46.606 --> 00:04:50.236 Imagine me asking you to give a 15 minute presentation about your 00:04:50.236 --> 00:04:52.426 area of expertise next Tuesday. 00:04:53.236 --> 00:04:55.246 What's your first follow up question for me? 00:04:55.876 --> 00:04:57.766 Well, it's who, who am I speaking to? 00:04:57.946 --> 00:04:58.606 How many will be there? 00:04:59.581 --> 00:05:00.871 What can you tell me about them? 00:05:00.931 --> 00:05:02.101 What are their challenges? 00:05:02.131 --> 00:05:03.601 What are their expectations? 00:05:03.601 --> 00:05:04.561 How can I help? 00:05:05.221 --> 00:05:09.121 In other words, your first level questions all center around the audience. 00:05:09.511 --> 00:05:13.321 Then your second level questions revolve around your strategic 00:05:13.321 --> 00:05:14.791 business opportunities. 00:05:15.181 --> 00:05:19.231 Is this a seed opportunity where your seeding the opportunity for later, 00:05:19.231 --> 00:05:21.121 or is it a harvest opportunity? 00:05:21.301 --> 00:05:22.591 Can you pitch on the spot? 00:05:23.101 --> 00:05:23.696 What can I pitch? 00:05:24.391 --> 00:05:26.731 When could I expect sales downline or immediate? 00:05:27.121 --> 00:05:28.351 Are these people I can help? 00:05:28.351 --> 00:05:29.851 Are they key decision makers? 00:05:29.851 --> 00:05:31.771 Can they afford my services? 00:05:32.911 --> 00:05:36.001 In other words, you would never start with channels. 00:05:36.301 --> 00:05:40.021 You would never start by saying, I'll make this my U weekly YouTube post. 00:05:40.681 --> 00:05:44.731 And you would never start with tactics like immediately pinning your opening 00:05:44.731 --> 00:05:48.961 and closing line once I ask you to speak next week, just because a great 00:05:48.961 --> 00:05:52.286 speaker coached you to script the opening line and closing line of every talk. 00:05:53.476 --> 00:05:57.166 You would never start that way if I ask you to speak. 00:05:58.096 --> 00:06:04.216 So if that bad advice isn't the answer, if more activity isn't the answer, what is? 00:06:04.726 --> 00:06:09.346 Stay tuned next week and that's what we'll dig into Win number three, something to 00:06:09.346 --> 00:06:14.296 think about during a recent discussion with some fellow business owners about ai. 00:06:14.356 --> 00:06:18.796 Someone exclaimed, do not sign up for an annual subscription on anything. 00:06:19.636 --> 00:06:21.976 Now that's kind of funny and it's also kind of true. 00:06:22.156 --> 00:06:26.446 Things are moving rapidly and monthly is the wise choice. 00:06:27.196 --> 00:06:31.456 That way you can sign up for the amazing thing, breaking the internet next month. 00:06:32.631 --> 00:06:34.231 Win number four, something personal. 00:06:34.771 --> 00:06:38.431 Speaking of ai, this week I was on yet another call with a topic 00:06:38.431 --> 00:06:42.571 of AI came up and now I happened to be the oldest one in the zoom. 00:06:43.321 --> 00:06:48.571 A week before that, the topic of distraction and stillness came up in our 00:06:48.571 --> 00:06:53.071 new small group, and I was the oldest one in the physical room for that discussion. 00:06:53.731 --> 00:06:57.391 Now, the common denominator in the air of the discussion around both 00:06:57.391 --> 00:07:03.376 issues was the anxiety everyone sensed associated with each of those topics. 00:07:03.916 --> 00:07:07.636 Regarding ai, it's what's coming, what's coming for my job? 00:07:07.876 --> 00:07:10.126 What's someone else doing with it that makes me feel behind? 00:07:10.156 --> 00:07:11.086 What are you doing with it? 00:07:11.116 --> 00:07:12.226 What should I be doing with it? 00:07:12.466 --> 00:07:13.276 Where's it going? 00:07:13.456 --> 00:07:14.896 Where's my place in that world? 00:07:15.346 --> 00:07:18.076 Anxiety is just humming and buzzing in the room. 00:07:18.766 --> 00:07:23.596 And regarding the idea of being still, of turning off and tuning out distractions, 00:07:23.956 --> 00:07:26.056 the sentiment was eerily similar. 00:07:26.866 --> 00:07:30.076 It kind of seemed like the younger you are, the more anxious you seem 00:07:30.376 --> 00:07:33.226 at the idea of silence and solitude. 00:07:34.066 --> 00:07:37.246 I heard things like, well, I need music playing in the background, or I 00:07:37.246 --> 00:07:40.966 throw on a podcast, or I've got YouTube running, or I have one ear bud in. 00:07:41.416 --> 00:07:47.056 And I'll admit it, I feel a foot in the quick sand of both of those responses-- 00:07:47.166 --> 00:07:49.416 to AI and to silence and solitude. 00:07:49.626 --> 00:07:53.526 And as I pondered those two experiences, I had these reflections. 00:07:54.876 --> 00:07:58.206 AI will chase silence, like light chasing the dark. 00:07:58.776 --> 00:08:02.616 It will fill any stillness with the promise of productivity. 00:08:02.946 --> 00:08:05.646 In other words, give it an inch, it will output a mile. 00:08:06.036 --> 00:08:09.366 The only seeming limitation is how many tokens you've burned 00:08:09.666 --> 00:08:10.926 versus how many you've bought. 00:08:11.976 --> 00:08:16.419 Now you give that kind of tool into my hands, hands that at times are incapable 00:08:16.419 --> 00:08:18.759 of silence and allergic to stillness. 00:08:18.819 --> 00:08:23.259 Well, it's like a black box of infinity with a do not open label on it. 00:08:23.469 --> 00:08:27.009 In truth, I have little control over where AI will head next. 00:08:27.489 --> 00:08:31.059 I do, however, have agency over how I will be human. 00:08:31.989 --> 00:08:35.229 Perhaps more than any other time in my life to date, I need to push 00:08:35.229 --> 00:08:37.479 back and press in to being human. 00:08:38.289 --> 00:08:39.519 Fight for silence. 00:08:39.549 --> 00:08:40.929 Battle for solitude. 00:08:41.514 --> 00:08:42.984 Walk without headphones. 00:08:43.374 --> 00:08:47.034 Marvel at the Mockingbird as it parodies the bullying blue jay. 00:08:47.694 --> 00:08:51.204 Let the wind whistle past my ears, the right and the left. 00:08:51.754 --> 00:08:55.254 Take in the white noise of the pine trees fracturing the breeze. 00:08:55.794 --> 00:08:57.534 Sun, warm my skin. 00:08:58.074 --> 00:09:00.084 Tear, traverse my cheek. 00:09:00.594 --> 00:09:02.994 Babe, hold my hand as we walk. 00:09:02.994 --> 00:09:06.144 Speaker: Thanks for listening or reading this issue of the four Wins. 00:09:06.477 --> 00:09:08.277 Robby Fowler: Keep building a life-giving brand.