I made myself a beautiful espresso this morning…

At least, I thought I did.

Ground the beans. Packed the portafilter just right. Locked it in.

Pressed the button and felt that deep sense of satisfaction…

Until I looked down and realized I forgot one small detail:

The cup.

So there I was—coffee pouring straight onto the counter—because I was scrolling through emails on my phone instead of paying attention to the task at hand.

(Maybe I should start offering “espresso-scented countertops” as a service.)

Funny how easy it is to almost do something right… but miss the most important part because our focus is split.

Same thing happens with lead generation.

A lot of smart professionals are doing lead generation:

• Posting on social media
• Sending newsletters
• Offering consultations
• Running webinars

But they’re missing the cup.

They don’t have a focused system that turns those leads into appointments with prospects who are ready to solve a problem now.

Without that, it’s just marketing runoff.

Today’s tip:

Ensure there’s a clear, intentional path from your lead magnet or marketing activity to a scheduled appointment with a qualified prospect. Don’t just capture attention—capture intent.

Kick butt, make mucho DEEnero!

Dave “I Need a Mop” Dee