| When a fisherman drops his (or her) line into the water, | | | | spending time on internet forums that focus on those |
| he hopes that a fish swimming by will see the bait and | | | | subjects, either. So a smart marketer who sells |
| grab it. Then he hopes that he can reel in the line with | | | | stereos goes to forums where the participants discuss |
| just enough pressure to keep the fish on the hook until | | | | stereos. |
| he gets it to the shore or into the boat. | | | | After the fisherman learns where they fish are hanging |
| An inexperienced fisherman will bait that hook with | | | | out, they try to learn what kind of lure or bait those fish |
| something he thinks might work, or something that | | | | want. An avid fisherman will have a tackle box full of |
| someone else recommended. He'll choose a spot on | | | | different colors and shapes of lures, plus different kinds |
| the lake or along the river or creek and hope that it's | | | | of bait to put on the hooks. |
| the spot where the fish happen to be. | | | | They learn what the fish want by testing. They try |
| Sometimes he'll get lucky - just like a marketer will | | | | different things and then keep track of what worked in |
| sometimes get lucky by sending a message out to an | | | | different places and at different times of day. They |
| unknown audience. Someone might just be passing by, | | | | know what works in summer or in winter. |
| see the bait, and take it. | | | | And that's exactly what smart marketers do. They |
| But what if there is no bait and no lure? What if the | | | | test. They try different headlines to attract attention. |
| message doesn't offer any reason why that | | | | Then they try different offers as "bait" to get |
| prospective customer should be interested? That's | | | | customers to call. Some customers might want advice |
| kind of like dropping a bare hook into the lake and | | | | and information. Others might be interested in a |
| hoping that it will interest a fish. | | | | discount or a free widget. |
| Smart fishermen take the time to learn where the fish | | | | Then, just like smart fishermen, smart marketers keep |
| are most likely to be. They study the area and pay | | | | track of the response from each headline and each |
| attention to fish habitat. Lake fishermen use depth | | | | kind of bait. |
| finders to "see" the bottom of the lake and they look | | | | And one more thing: Good fishermen have patience. |
| for ledges where fish like to congregate. They use fish | | | | They don't try a lure or a spot for just a minute or two |
| finders to spot the schools and see how deep they | | | | and quit. They wait a while. If they've found the spot |
| are. They look up and down rivers and streams for | | | | where the fish live, they try different lures and different |
| pools and submerged logs where fish like to hide. | | | | bait. They never just toss in a line and reel in 10 |
| Smart marketers make the effort to learn who their | | | | minutes later if they haven't gotten a bite. |
| customers really are and where they can be found. | | | | Good marketers need a little patience too. If you've |
| They find out where their target audience hangs out. | | | | found your target audience, keep trying a different |
| The young guy interested in high definition stereo | | | | offer or a different headline. They're there - you just |
| sound probably isn't reading a magazine called "Quilting | | | | need to find out what you can offer them that they |
| Today," or "Western Horseman." And he probably isn't | | | | really want. |