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Wednesday, October 19, 2005

Why Marketing is Like Fishing

I love fishing; it’s relaxing, fun and always a challenge. I don’t fish in tournaments because I don’t know how to catch game fish in a consistent way. For me, entering fishing tournaments would be a waste of time and money. There are those, however, who study every aspect of a particular fish, practice casting, and know their target so well, that they consistently pull in "the big ones" and win the tournaments. It seems the same thing happens in business. Certain companies seem to consistently "pull in the big ones" and gain market share. Why? They know that their target is like a fish! Fish are naturally unpredictable. They only strike at bait that is pulled toward them at the right time and in the right place. Sounds a lot like your potential clients doesn’t it?

When promoting their business small business owners and entrepreneurs often forget basic marketing principles. When I go fishing, the first thing I do is look for a couple of lakes that have they type of fish that I want to catch. Once I find a couple of lakes that I want like to fish, I would seek out the locals to get the latest scuttlebutt on what my fish are doing. I would ask what’s biting, where they’re biting, and what time of day seems to work the best. I would also find out which type bait is hauling them in. Then, I would purchase a map of the lake so that I have a good idea of the "lay of the land."

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