06/01/2026
Have you heard the story "Three Feet From Gold"?
A miner discovered gold, but eventually the vein stopped producing. Convinced there was more, he kept digging.
Nothing.
Frustrated, he sold the mine.
The new owner hired experts, made a small adjustment, and found gold just three feet away.
Many businesses approach marketing the same way.
They run a few ads.
Post a few times.
Update their website.
Then stop because they don't see immediate results.
What they don't see is what happened in between.
A customer may discover you through Google Business Profile.
Visit your website.
See a Facebook post.
Check your reviews.
Then finally call.
Three feet from gold, three touches from sold.
The miner wasn't wrong about the gold. He was wrong about where to keep digging.
The new owner didn't find the gold because he worked harder. He found it because he brought in experts who knew how to read the landscape.
Marketing works the same way.
If you're three touches from sold, the answer isn't always to do more.
Sometimes the answer is understanding where the customer journey goes next, and what happens when they get there.
A prospect can successfully move through all three touches and still not become a customer if:
• The website creates friction.
• The phone isn't answered.
• The salesperson mishandles the inquiry.
• The offer isn't clear.
• The experience doesn't match expectations.
Visibility gets them there.
Operations and sales converts them.
