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Robby Fowler: Hi, I'm Robby Fowler
you’re listening to the 4 Wins.

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Each week, solopreneurs and entrepreneurs
like you discover something to

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try, apply, ponder, and relate to.

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You can get this four WINS newsletter in
your inbox by signing up at robbyf.com.

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That's R-O-B-B-Y f.com.

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And you can access any links or visuals
in this issue or explore past issues on

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my substack at RobbyFowler.substack.com.

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The 4 Wins, issue 262.

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Win #1, Something to try.

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You're at a birthday party.

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When you get a flashback.

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It's a younger you with friends
cry, laughing at how you each sound

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after sucking on a hit of helium.

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It's a moment only visible to you private.

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No one else knows why the rye
smile emerges on your face.

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Remember privacy, believe it or not,
it did exist before AI companies in

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Google Chrome, kinda like a fax machine.

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Hey, and I've seen those in the wild.

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Take privacy back with Helium.

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It's an ad blocking and
privacy obsessed browser.

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Run all your favorite Chrome browser
extensions, while Helium blocks, ads,

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trackers, phishing, and a host of other
scary spies you didn't even know existed.

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You can watch a short demo on my YouTube.

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Wait, what?

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Yeah, more on YouTube and win number four.

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Win #2, Something a client recently asked:

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We're in part three of our series, 'Why
Doing more marketing makes everything

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worse (and what to do instead)?

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Here's the challenge.

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Clients tell me, I know I need to
post more, but I've got nothing left.

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That's in fact what clients share
with me in some version of that.

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Once they feel safe enough to be real.

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This week we're gonna look at outcomes
and activities, or it's not the ‘eF’ word.

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Let's talk outcomes first.

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You might be surprised, but most
of my clients are not crystal

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clear on the outcomes they're
actually after from their marketing.

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More leads.

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Well, sure.

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Growth.

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Yeah.

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Uh, more scratch to deposit
in the bank each month.

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Yep.

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But when I press, these are fuzzy.

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They're more like jello than concrete.

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In short, the outcomes their marketing
should be serving are unspoken, or they're

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vague or they're impossible to measure.

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They're about as specific as my
old classmates referring to every

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teacher in high school as miss!

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And boy, do you wanna
see a teacher get mad?

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Now let's talk activity and outcome
because they are not synonymous.

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So here's something else.

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Outcomes are difficult to achieve
while activities are simple to copy.

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For example, any college sports fans
worth their assault would never have

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picked Indiana to win a national
championship, let alone in football.

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With all eyes on the miraculous
turnaround, Indiana's head

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coach has become famous for his
approach to practicing less.

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Now, I want you to watch how many football
programs copy Coach Cignetti’s activity.

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Then seeing how many of those
actual football teams achieve

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a national championship.

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As one handsome devil once said,
"Outcomes are difficult to achieve

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while activities are simple to copy."

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And lastly, it's not
the F word that's 'eF'.

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Let's put a bow on this.

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For most business owners, what your
marketing is missing isn't effort.

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It's actually a foundation.

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The foundation is your core message built
around a radical empathy for your client.

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And your foundational core message is what
all your marketing activities amplify.

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And that's also what your brand embodies
kind of like fruit to a fruit tree.

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Decide the outcomes you want to achieve,
determine the message your audience

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needs to buy what you're offering,
and then you decide where and how

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to say it-- all those activities.

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Skip this and you'll end up
chasing all the activities.

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Build it and it works regardless of
what channels or activities you employ.

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It works whether you choose podcast
guesting, in-person, networking,

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LinkedIn, or anything else you do
to achieve the outcomes you want.

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And next time we'll take a look at this.

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While you probably can't pour your own
foundation and why that's not a weakness.

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Win #3, Something to think about.

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Win #2, well, it had a
killer line worth revisiting,

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especially with the rise of AI.

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Here's the killer line.

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Outcomes are difficult to achieve
while activities are simple to copy.

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AI awaits at our beck and call, right?

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It's like a puppy that's anxious to play.

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It can easily become a black
hole for you and me to chase

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endless marketing activities.

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Have you felt that?

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Because I know I sure have.

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Win #4, Something personal

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My inner me goes by a different name.

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It's my quote, 'preventer me'.

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In Win #1, I mentioned YouTube
with fear, trepidation.

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My aim-- now I really wanna say
promise, but my 'preventer me'

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recoiled when I tried to say
that and downgraded it to 'aim.'

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My aim is to share this
4 Wins issue on YouTube.

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Starting today, Friday, sometime
before midnight, like Hawaii time.

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Even though I'm central.

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Honestly, I've aimed to
do this for quite a while.

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And every time I got close my
'preventer me' would fire off questions:

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'Are you gonna use that camera?,'

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he'd say.

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'How do you plan to showcase
and edit the tool or resource

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portion for win number one?'

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'Please tell me you're not
simply gonna post to the audio

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on your YouTube like it's 2024.

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Are you for real, dude?'

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'Come on.

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Let's face it.

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You've got a face for newslettering,
bruh, and for that matter, a studio for

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newslettering.'

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'The chances of you doing this
with any consistency and hitting

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10 views is slim to chicken, pal.'

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Yeah, that's my preventer.

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Me.

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What a swell fella he is, right?

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Even better.

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He's with me anytime an idea shows up.

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Awesome sauce.

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To combat him, I've prayed.

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Made you an 'aim,' excuse me--
made you a promise, and fired

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up a handy AI robot to be my
'no-Turning-back-now' Drill Sergeant.

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'Boys,' he says through a cloud
of cigar smoke, 'Buckle up.

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We're going to YouTube!'

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Sir.

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Yes sir.

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Keep building a life-giving brand.