You do not need every ad creative to win. You need a system that expects misses and still gets you on the green — then one home run you put a dollar a day behind.

Britain Eriksen and I played nine holes the same day we shot a pile of one-minute videos in Phoenix. I had the calluses to prove it. The golf was not the point. The metaphor was.

Ninety percent will fail — design for that

On camera Britain asked what we learned from the round. I went straight to the number that makes agency people uncomfortable:

It’s all about managing mistakes. Everything in marketing is testing. I expect actually 90% of the stuff that we create to fail.

He pushed back the way a good partner should — “Really?” — and I held the line:

Yeah. 90%. So I’ll create 10 ads and I know one will be a winner.

Britain connected it to the fairway without missing a beat:

But look- 90% of our golf swings are off too, so…

If you need nine out of ten swings to feel good, you will quit golf and you will quit marketing. Pros manage mistakes. Amateurs wait for inspiration.

How many home runs do you need?

Then I asked Britain the business question:

But in the world of business, let me ask you, how many home runs do you need to hit to win? One. Yeah. How many times do you have to become a millionaire to be a millionaire, right? One time. You just gotta win one time.

You do not need a highlight reel of ten winners. You need one asset that works, then the courage to go all in on it.

And that’s the beauty, especially with things like video. You could make 15 or 20 videos and they all suck, but then you make that one that wins, and it’s everything. Yeah. And then you can go all in on that winning video. Go viral.

That is the Local Service Spotlight version of the Content Factory in one breath: capture a lot, expect most of it to miss, recognize the winner, then promote.

Dollar-a-Day is how you go all in without going broke

Going all in does not mean lighting five thousand dollars on day one. It means putting steady fuel behind the one that already proved itself.

On that same clip I said:

So that’s what I want you guys to do, learn about one-minute videos. Moments like this, you never know when you’re gonna capture something awesome, and then you just put a dollar a day, $100 a day against that, and it’ll continue to produce results for you.

Britain closed the loop:

Cool. One-minute videos, $1 a day. It’s how you do.

Dollar-a-Day is not a slogan. It is risk management. Organic tells you what the market likes. A dollar a day (scaling to more when the math works) keeps that winner in front of new neighbors, new patients, new homeowners without forcing every piece of creative to be a home run on the first swing.

Your swing will change — so will your ads

We even tied a single golf shot to creative testing on b-roll:

The game of golf’s a lot like marketing. Sometimes what works for your swing today isn’t gonna work tomorrow, just like your digital advertising.

So you do not marry a tactic. You marry a process:

1. Shoot a volume of one-minute videos (walk-and-talks, job-site moments, FAQs).
2. Publish and watch which one earns attention and leads.
3. Expect ~90% to underperform. Do not take it personally.
4. Boost the winner with Dollar-a-Day.
5. When the winner cools off, shoot the next ten. Repeat.

Capture moments you did not plan

The other reason Britain and I love pairing golf with video is serendipity. On the course and on the walk-and-talk, you never know when you will capture something awesome. That is not a reason to wait for the perfect day. It is a reason to keep the camera in your pocket so the lucky minute has somewhere to land.

When it lands, you already know the play: Dollar-a-Day, then scale. Operators who treat creative like golf handicaps — track the misses, double down on the winners — stop burning budgets on untested scripts.

Who this is for

If you are a speaker, author, coach, dentist, attorney, or any mission-centered local operator, you do not need a Hollywood crew. You need Britain’s honesty about practice and my honesty about failure rates. One winning minute of video, promoted daily, will outperform a year of “we should post more” meetings.

Watch the training, then take one swing today

Britain and I point every short from that Phoenix shoot to the same place — the one-minute framework plus how Dollar-a-Day turns a winner into a pipeline:

Watch the Dollar-a-Day / one-minute video training

Play nine holes of content this week. Most shots will miss. Celebrate that. Then when one lands on the green, put a dollar a day behind it and stop apologizing for the other nine.