Hears! Let’s go fishing!
Since 1995, I have been fortunate to have done a fair amount of fun and competitive/tournament fishing on our “Kid’s Stuff” boat, as well as with some great captains. Our travels have taken us to the offshore canyons of the Atlantic Ocean from the Northeast to Virginia; to Nantucket in search of giant bluefin tuna; southeast of Florida, the Keys and the Bahamas; to the Pacific (Costa Rica) and finally Madeira, an island in the Atlantic off the coast of Africa.
From these trips and experiences, I have learned very well that fishing and marketing have a lot in common. Fish start out as buyers, and when they are caught, they become buyers. Like buyers or prospects, fish know what they want and can be wary and even skeptical when looking but they don’t “bite” (buy). When they behave like this, they cause you great frustration as you search your mind for what to do to get them to bite (buy). Using this comparison as a base, let me take you to some more specific similarities:
1. Preparation – What many anglers overlook is the preparation that needs to take place before venturing out on a fishing adventure. Things like developing your plan; check the weather and fishing charts; equipment and supplies should be checked before you even think about starting the engines and leaving the dock. The same is true when you launch your marketing campaign. You need to develop your plan and budget; refine your message and identify the strategies you will use to get your message across first. Preparation is the first step in developing and launching a successful marketing program.
2. The bait: To attract and catch the desired species, you must have the right bait, that is, the one that will solve your hunger problem. In this example, the “bait” is your “value” message and the “desired species” is your “ideal/perfect buyer.” In marketing, the essence of your message should be aimed at solving a problem that your buyer has. They have to see “what’s in it for them” clearly. If you can’t make it clear to them, they will search and then swim to another bait that meets their need (buy from another competitor).
3. Find the fish: Sometimes the fish gather in the same place in the ocean. It could be related to currents; water temperature; etc. No one really knows why exactly, but if that’s where they hang out most of the time, then that’s where their search begins. For your marketing to be effective and deliver the best results (you know, the most bang for your buck), you need to make sure your ideal customer/buyer sees it. Maybe it’s a specific post; or organization or networking event. Regardless, you should spend time researching the best places where your message will be seen. Look at where your best customers come from to start. As I said, sometimes the ideal species return to the same waters waiting to be found.
4. Commitment and Persistence – Fishing is often described as hours of boredom for that moment of excitement. Once you have chosen your spot, you must commit to working on it by looking for signs that the desired fish may be there. It’s like prospecting. Also, you must be persistent and not get discouraged and give up in the first hour. Fish have their own schedule, but if you stay committed and persist, you’ll be there when they decide to bite. In your marketing efforts, patience is often required. The desired results, more sales, are sometimes not obtained as quickly as we would like. If you’ve prepared properly, have a clear and relevant value message along with the right tactics, then stay the course. Don’t be tempted to make premature or hasty decisions.
5. Never leave a fish to find another fish: There is a cardinal rule in fishing that simply says “never leave a fish to find another fish”. Sometimes fishermen are tempted to abandon a productive location because “here” what others might be doing elsewhere. The end result is that they leave where the fish are, they go somewhere else only to find that there are no fish there. I have seen many successful business owners change their tactics because they heard what someone else was doing. The result is that your marketing and sales activities come to a standstill! And, their buyers have moved on. The bottom line is simple: if what you’re doing is working and producing good results, keep doing it and adjust your tactics only when necessary.
Well, there you have it: fishing and marketing; they are both challenging and frustrating. However, when done correctly, using the 5 points I’ve outlined, both can be immensely rewarding.
Finally, from every fishing trip, I always learned something that made my next trip better. The same goes from one marketing campaign to the next. Are you learning from one campaign to the next or just wasting time, money and bait?