Robby Fowler: Hi, I'm Robby Fowler youâre listening to the 4 Wins.
Each week, solopreneurs and entrepreneurs like you discover something to
try, apply, ponder, and relate to.
You can get this four WINS newsletter in your inbox by signing up at robbyf.com.
That's R-O-B-B-Y f.com.
And you can access any links or visuals in this issue or explore past issues on
my substack at RobbyFowler.substack.com.
The 4 Wins, issue 262.
Win #1, 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 #2, 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 Cignettiâs activity.
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 #3, Something to think about.
Win #2, 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 #4, Something personal
My inner me goes by a different name.
It's my quote, 'preventer me'.
In Win #1, 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 4 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 newslettering, bruh, and for that matter, a studio for
newslettering.'
'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 an 'aim,' excuse me-- made you a promise, and fired
up a handy AI 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.