4 Wins 277: The booth worked. Zero calls booked.
Foot traffic, real questions, email signups. Zero discovery calls after follow-up. The gap wasn't your marketing info.
New here? Subscribe free.
4 Wins every Friday. Try, apply, ponder, relate.
1. Something to try…
You need a polished, professional-looking screen recording for your sales call, process demo, or client hand-off.
Automatic zooming to focus on your cursor, yes!
A stylish background and some clear annotations to make it powerful and informative, perfect!
The challenge is, you don’t need to waste time creating all that. Nor do you need to buy more software for this rather rare use case.
Use the open-source and free OpenScreen.
It shares many of the core features you find in the gold standard Screen Studio, but it’s free. Ideal for the occasional scenario many need.
2. Something a client recently asked…
Series: Walk Around the Desk (Leave the Expertise), pt 1.
My client was excited. His decision to attend the health event and host a booth proved successful.
Lots of foot traffic stopped by the booth. Conversations were engaging. Prospects asked my client real questions about their health and fitness challenges.
Heads were nodding. Folks were picking up flyers and signing up for his email list. Several affirmed that his approach sounded different from others they had tried and failed with.
By all accounts, this was a success. It’s exactly what you hope for when you take a chance at attending a conference, hosting a booth, and meeting with prospects face-to-face.
But when my client got home and reached out to those new prospects, he landed ZERO Discovery calls. Goose egg.
Close Connection, Long Distance
If you’re the founder of a high-stakes service business or a consultant with deep expertise, you can probably relate.
You initially engage a prospect. Their interest is high. They’re tracking with you. All systems go.
Then radio silence.
That silence is the distance between interest and intent. The connection is close, but buying intent is off in the distance.
That gap is where my client found himself. Nothing was missing from his marketing information. Something was missing from the face-to-face exchange.
Conclusion: In the last series, we fixed what your offer says on the page or the screen when no one is around. My client had that down.
In this series, we take aim at fixing what happens when an interested human is standing right in front of you.
Next Time: The founder who spent 4 hours failing to record 1 hour of video, and why trying harder made it worse.
3. Something to think about…
This statement is both elementary and profound at the same time:
I want good.
When you drill down to the core of our motivations, you and I desire what we deem is good for us.
But boy, oh boy, the discernment—and at times the shameful self-justification for what I believe is actually good… Well, that’s the source of both beauty and war.
4. Something personal…
As soon as I wrap up writing this issue of the 4 Wins, I’ll be heading out to what could only be described as a subset of a sliver of a niche of nerdom so rare it’s almost not worth mentioning.
So before I do mention it, just know this will raise more questions than it answers.
To warm you up, this is up there with the time a certain friend told me about his parents forcing him to do ‘vaulting’ as a child back in Germany.
Okay…
Enough delay. Let’s rip the Band-Aid off.
Tonight, now that I’m back in Texas, I will attend…
DCI.
It’s marching band on steroids.
Yes, I just combined ‘marching band’ and ‘steroids.’ I get that it lands like a ‘saturated desert’ or a ‘petite rhino.’
But petite rhinos aren’t real. Marching bands on steroids are real.
Tonight, 9 corps will compete in a regional event before the annual end-of-summer finals held in Indianapolis.
Brass, drumline, a percussion battery, and color guard will fly around the field at an insane pace for a 10-minute performance.
Their goal is to perfect every move, note, and visual by the end of summer.
The ‘show’ is one thing. My favorite is the indescribable wall of sound.
I haven’t gone to an in-person event in 15+ years. Tonight, I will go by myself.
Turns out, petite rhinos aren’t enough to lure any of my non-nerdy friends or family to join.
Keep building a life-giving brand.
-----------------
Work with Robby
-----------------
I help founders of high-value service businesses and established consultants build the strategic foundation their marketing has been running without, so every tactic, hire, and dollar finally pulls in the same direction. Here’s more on how we might work together.
Your Turn: What’s one insight from today’s wins you’re taking with you?
***This email was written by the real human me. Special thanks to all my past English teachers for helping me write good well.