he just wants five leads

a marketer i spoke to this week has a client who closes two or three multi million dollar deals a month off one social profile.

i asked what the client actually wants from him.

five leads. not a flood, not a machine, not a dashboard. five.

i sell volume for a living, so this should have annoyed me. instead i have been turning it over all week.

if your average deal is a million dollars, five real conversations a month is a career year. our whole industry sells scale because scale is easy to sell and easy to measure, and for plenty of businesses it is genuinely the answer. but a lot of people are drowning in leads and starving for the right five.

the same guy told me almost nobody he knows who is actually winning is posting every day. he tells clients to stop writing things and start doing things. go on a show, stumble over a sentence, say something slightly stupid in public. that is what brings people in, not the eleventh carousel about lessons from your morning routine.

volume is a tool. it was never a virtue. the question is not how many, it is how many of the right ones, and how well do they know you before you open your mouth.

how many leads do you actually need this month?