Fly fishing -- it doesn't work, does it? When I first watched someone fly-fishing, I saw them release
line that went out far in water. No sooner had fly hit water it was being jerked back and reeled in. Even today, I still don't understand how this method catches any fish. Yet it does, so I am told. See, I have never been fly-fishing.It looks like so much more work too. I'm used to worm, bobber, sitting on a short foldable chair, having some great conversation ever once in a while, sipping on a beer (okay root beer so we don't X factor this article), relaxing and waiting for nibble. Or, is it praying for that nibble. Okay, either one.
If you talk to a fly-fisherman, he says his method is best. And same is uttered from a by-the-seat-of-the- pants fisherman as well (cute description huh, I thought so too).
What makes difference than? Is it technique? Is it water type -- salt or fresh? Is it type of fish you are going after? Is it equipment or supplies? Is it bait offered?
Okay, back to first question -- what is difference? The right answer is "all of above." You can also throw in temperature, weather and time of day you are fishing as well. The right answer still is, "all of above." And it all depends on right combination of all these items performed in a step-by-order method too. You don't want to toss out fly without line. Well, I guess you can but chances of seeing that fly again is next to nil for sure.
Marketing is not any different from fishing. If you are tossing out wrong hook to right fish, they are not going to bite. If you have right fish and hook, and wrong technique -- fly-fishing instead of butt, wait and pray fishing. This too will not get many results.
This is why so much emphasis is placed on your needing to know your target market. Because if you don't you are forever going to be trying what different lures, hooks and techniques that wear you down as well as your resources trying to figure out what is right combination. You can't catch flounder in a fresh water or blue gill in salt water.
Many times, and without knowing it because you are just glad for business, fish pick you. So, what are you attracting? Let’s take 15 minutes today and begin an exercise that answers that question.
Okay, where were we. Getting late in day. Oh, yes, what are you attracting? Since I write mostly for service professionals, let me present "how-tos" for you. If you own a retail store or have a much larger client base, you can do same by calculating just top "A" list by revenue generated.
I recommend starting this process by hand to get "feel" of it and then you can move it over to Excel or a similar software as it grows. Yes, you have my permission to allow this fish to get bigger in this "fish tale."
On a new sheet of paper, turned sideways or landscaped, in far left hand side create first column. Now write down first name of you client (or last name or both). If you don't remember their name and you had given them a nickname, use that. It doesn't matter as long as you know who they are.
In second column, title it "M/F." You guessed it, "male or female." I knew I didn't have a "dah" market reading this. Now, go down column and write in answers next to each name.
