Marketing Journeys · The Tradewinds Method · Free Intro
Two routes done well beat seven done poorly.
Being everywhere is exactly why you're exhausted and still invisible. You don't need seven routes. You need the one or two that fit your niche and fit you, dug deep enough to strike gold.
Seven points spread thin vs. one route dug straight down to gold. Pick your lane.
Cold open. Draw the star as you talk.
Let me draw you something. A five pointed star. Now let me show you where you have been. You are here, doing a little social media. And here, you went to a networking thing last month. And here, you boosted a post one time. And here, you started a Facebook group and let it die. And here, you have a website you have never finished. A point stabbing out in every single direction. And right here, in the middle, where you actually are? Nothing. You are exhausted, you are busy, and you are getting nowhere. That is the all-star. Not the good kind. The kind that is spread so thin across every point that the center is empty. Being everywhere is not the same as getting somewhere. Most of the time it is the opposite.
So let's fix it. There are seven routes, seven ways to get a name into your Manifest. I am going to lay all seven on the table, and then we are going to do something that will feel almost illegal. We are going to pick one or two and ignore the rest. Here they are.
That is the whole menu. Seven roads. You do not need all of them. You need the one or two that are right for you.
Before you pick, hear this, because it is the thing that keeps you sane. Every one of those seven routes, the warm ones and the cold ones, the loud ones and the quiet ones, has the exact same job. The one we named last session. Get a name into your Manifest. That is it. The route is just the road. The Manifest is the destination. Do not fall in love with a road. A lot of advisors marry a platform and forget where they were trying to go.
Here is why one or two beats seven. There is an old line. Give a person six hours to chop down a tree, and they will spend the first four sharpening the ax. Focus and expertise are the same move. The pro does not carry seven dull tools. They carry one or two, and they keep them razor sharp. When you go deep on a route, you actually get good at it. And getting good is what makes you the name people remember, the expert, the one they refer. Seven shallow efforts make you forgettable on seven platforms. Two sharp ones make you known.
Now let me tell you how you actually strike gold. You do not find it by digging a thousand shallow holes all over the property. You find it by picking your spot and digging one shaft, straight down, deep, until you hit it. The all-star digs a thousand shallow holes and stands there wondering where the gold is. And I will tell you what a thousand shallow holes actually are. They are graves. That is where good little businesses go to die, a bit of effort scattered everywhere and deep enough nowhere. Do not dig your own grave seven times. Dig one hole that hits gold.
And remember, you are not trying to be famous. You are trying to hit your Peace Number, the conversations your month actually needs. That is a finite, knowable thing. It does not take seven routes to get there. It takes one or two that you run well. Stop trying to win the internet. Win your number.
So how do you pick? Three questions for each route. Question one, does it fit your niche? Are the people you serve actually there? Question two, will you actually do it, every week, even when you are tired and busy? Because a route you abandon is worth nothing. And question three is the one almost nobody will tell you, and it matters more than the other two combined.
Full weight. This is the one that frees them.
Question three. Does it fit who you are? Listen to me carefully. If you are an introvert, and the thought of walking into a networking event makes you want to crawl out of your skin, then networking is not your route. It does not matter how well it works for someone else. You will not do it, and the guilt will just sit on you. Go own Get Found and Partnerships, the routes where the work happens quietly, on your terms, behind a screen. And if you are an extrovert, the kind who lights up the second you walk into a room and would honestly rather pull a tooth than write captions all day, then stop punishing yourself trying to be a content machine. Go own Networking and Community, where your energy in front of real people is the whole product. Your personality is not a weakness you have to overcome to do this. It is the data. It is the thing that tells you exactly which holes to dig. Build the business around the person you actually are, not the person some guru on a stage told you to become.
Your Network, by the way, works for everyone. Start there no matter who you are.
So there is no right route. Write that down. There is no single right route. There is your right route. And here is the test that settles every argument in your head. The perfect route on paper that you will quit in three weeks loses, every time, to the lesser route you will still be running three years from now. Consistency beats brilliance. The best route is simply the one you will actually keep doing.
So here is your job. Pick one. Maybe two. Go deep. Get sharp. And the other five or six? You get to let them go. Not someday. Today. On purpose. With relief. That permission is the cure for the all-star. You are not quitting because you failed. You are quitting because you finally chose. Two sharp tools beat seven dull ones. Two deep holes beat a thousand graves. The headwind we kill today is Spinning in Circles, and you kill it the second you choose your lane.
Here is your work, and it is going to feel really good. Take the seven routes. Score each one, one to five, on three things. Does it fit my niche. Will I actually do it every week. Does it fit who I am. Add them up. Pick your top one or two. And then, the best part, write down the holes you are going to stop digging, and let them go.
End-of-session ritual: name the headwind, one action, then the honest gap.
Here is the whole session in one line. Two routes done well beat seven done poorly. The headwind we killed today was Spinning in Circles, and you kill it the second you choose your lane. Your one action this session: score the seven, pick your one or two, and name the holes you're going to stop digging. Then check the Headwinds Library if you want the one pager. And here is the honest part, because honesty is our whole deal. You can see your lane now. Seeing it and running it are two different things. Picking a route is one afternoon. Running it well, the set up, the weekly rhythm, the thing that actually fills the Manifest, that is a year of trial and error if you do it alone, and you will get pieces of it wrong. You don't have to. That is what the class is. We don't hand you a course, we build your business with you. Next session is the mindset shift that makes all of this sustainable, running it like a business and earning the right to turn it off. I'll see you there.
You start it here. In the class, we finish it together, sharpen the route you chose, and build the weekly rhythm with you.
Choosing your one or two routes is the easy afternoon. The hard part is the part nobody hands you: the set up for that exact route, the weekly cadence that keeps it sharp, and the eyes on your business when it stops working and you can't see why. Alone, that is a year of trial and error, and you will get pieces of it wrong. That is the whole difference between knowing and doing.
We don't hand you a course. We build your business with you. In the class we sit with your route, build the playbook for it, and run the first cycles together until it produces. You finish holding the real asset, not a pile of notes.
"You've got your routes. Before we build, the mindset shift that makes all of it sustainable: running it like a business, and earning the right to turn it off."
Optional here in the free intro, but the people who actually change are the ones who post. Drop your first brick in the community for feedback, and bring any question to this week's Professor Hours.