My colleague, Jason Marrs, (who you may have heard on an earlier podcast,) related this experience:
One year, on vacation in Hawaii, I was relaxing on a beach, watching whales in the distance when a fisherman, obviously a local, drove up in his pick-up truck. He got out with a dozen fishing rods. Not one. A dozen. He baited each hook, cast all of the lines into the ocean, and set the rods in the sand. Intrigued, I wandered over and asked him for an explanation.
“It’s simple,” he said. “I love fish, but I hate fishin’. I like eatin’, not catchin’. So I cast out 12 lines. By sunset, some of them will have caught a fish. Never all of them. So if I only cast one or two I might go hungry. But 12 is enough so some always catch. Usually there’s enough for me and extras to sell to local restaurants. This way, I live the life I want.”
This story, Marrs says, is a perfect illustration of what’s wrong with most businesses, and why they’re always under pressure to find the next client, bend over backwards to accept clients or customers that may not be a good fit, or are forced to reduce prices to keep a customer.
They don’t have enough “hooks out there!”
What this means is that they attend a trade show, or put an ad in a magazine, or send a few mailers, and then wonder why nothing is happening. A comprehensive plan that includes many, coordinated marketing activities would serve their needs much better.
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As part of your Marketing Flight Plan, we consider a wide variety of prospecting methods and choose the ones that are best suited to your target market and your current budget. That may include Search Engine Optimization, (SEO,) direct mail advertising, social media, trade shows, writing articles for publication, public speaking, or other creative methods.
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