Part 2 - Marketing is like Fishing...

Part 2 - Marketing is like Fishing...

... because you need the right bait to be successful! When you go fishing, you can't use one type of bait for every type of fish. You use flies, minnows, killies, worms, corn or dough depending on whether you want to catch, stripers, bluefish, flounder, etc.

In the same manner, you need to get your message out in the right media to catch the most likely users of your product. If you're selling custom office furniture, you won't want to advertise in comic books, you want your space ads in the Wall Street Journal or Fortune Magazine. Someone marketing to businesses for off-site meetings won't want to spend marketing money in a publication that is frequently read by non-profit organization or small businesses. Their target market is large businesses with big budgets.

When you've determined you want to reach the DECISION MAKERS of large businesses that hold off site meetings, how do you contact them? You need to understand their habits and interests.


So there are two things that are critical for marketing success. You need to know your target market! If you don't know who is likely to have a need for your product, your marketing is guesswork. After you figure that out, you need to understand the best way to reach them. If your product or service will be purchased by a wide group of people, like coffee and donuts in Part 1, you need to reach everyone in a reasonable driving distance of your store. If you have a smaller audience, you need to reach a smaller slice of the population but you probably want to cover more geography.

Thanks for reading.

Comments, questions, suggestion for future topics are all greatly appreciated.