Thursday, November 02, 2006
Fishing For Prospects: What kind of bait are you using ?
An exercise for defining what prospects you are attracting.
Fly fishing — it doesn’t work, does it? When I first watched
someone fly-fishing, I saw them release the line that went out
far in the water. No sooner had the fly hit the 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.
someone fly-fishing, I saw them release the line that went out
far in the water. No sooner had the fly hit the 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 the 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 the nibble. Or, is it praying for that nibble.Okay, either one.
If you talk to a fly-fisherman, he says his method is the best.
And the same is uttered from a by-the-seat-of-the-pants
fisherman as well (cute description huh, I thought so too).
What makes the difference than? Is it technique? Is it the
And the same is uttered from a by-the-seat-of-the-pants
fisherman as well (cute description huh, I thought so too).
What makes the difference than? Is it technique? Is it the
water type — salt or fresh? Is it the type of fish you are going
after? Is it the equipment
or supplies? Is it the bait offered? Okay, back to the first question
or supplies? Is it the bait offered? Okay, back to the first question
— what is the difference? The right answer is “all of the above.”
You can also throw in the temperature, weather and time of day
you are fishing as well. The right answer still is, “all of the above.”
And it all depends on the right combination of all these items
performed in a step-by-order method too.
You don’twant to toss out the fly without the line.
You don’twant to toss out the fly without the line.
Well, I guess you can but the chances of seeing that fly again is
next to nil for sure.Marketing is not any different from fishing.
If you are tossing out the wrong hook to the right fish, they are
not going to bite. If you have the right fish and hook, and the
wrong technique — fly-fishing instead of butt, wait and
pray fishing. This too will not get many results.
pray fishing. This too will not get many results.
This is why so much emphasis is placed on your needing to know
your correct 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 the right combination. You can’t catch flounder in
a fresh water or blue gill in saltwater.Many times, and without
knowing it because you are just glad for the business, the fish
pick you. So, what are you attracting? Let’s take 15 minutes
today and begin an exercise that answers that question.
Getting late in the day. Oh, yes, what are you attracting? Since
I write mostly for service professionals, let me present the
“how-tos” for you. If you own a retail store or have a much
larger client base, you can do the same by calculating just the
top “A” list by revenue generated. I recommend starting this
process by hand to get the “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,
tale.”On a new sheet of paper, turned sideways or landscaped,
in the far left hand side create the first column. Now write down
the 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 the
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
the column and write in the answers next to each name. Next
column, title “M/S/D/U” = married, single, divorced, unknown.
Go down the column and complete again. Remember, before you
move onto a new column you want to complete the previous column
as much as possible — there is a subconscious reason for this
I don’t want to go off topic to explain, so I’m asking you just trust
I don’t want to go off topic to explain, so I’m asking you just trust
me on this. Please.Here is a list of other demographic type of
information you want to continue in this same format: Age, time
zone, number of children (if any), how long a client, marketing
resource (how did they find you or you them), fee, and service
type.As you continue to go through and complete each column
you will begin to see some patterns on the type of client you
are attraction as well as how they became your client (the source).
Continue with this project by adding more distinctions over the
next week. That way you will be able to see how it goes.
I hope this helps.
I hope this helps.
# posted by Twanzell Williams @ 8:56 AM 
