In marketing, you must have a lot of lines in the water to consistently feed your business quality prospects. People will come to you in different ways. Specifically, they will find you from the various marketing tactics that you put out there. Some people respond better to social media marketing like Facebook and LinkedIn, some through print advertising, maybe radio or television. There is no shortage of ways to market. So how do you take all of these different ways to market and turn them into business profit?

I heard this story and it’s definitely worth repeating as it pertains to marketing:

A man was relaxing on the beach in Hawaii, soaking up the sun, and watching the waves crash against the shore in the distance, when a local fisherman drove up in his pick-up truck. He got out with a dozen fishing rods. Not one, but a dozen. He then baited each hook, cast all the lines into the ocean, and set the rods in the sand. Intrigued, another man observing this, wandered over and asked him for an explanation. His reply, “It’s simple. I love fish, but I hate fishing. I like eating, not catching. So I cast 12 lines. By sunset, some of them will have caught a fish, never all of them. So if I only cast one or two lines, I might go hungry. But 12 are enough, so some always catch fish. Usually, there’s enough for me, and even extras to sell to local restaurants. This way I live the life I want.”

The same goes with marketing. Some things will catch qualified prospects and others will not. How many lines do you consistently have in the water so your business doesn’t starve. This is how you can have success and live the life you want.

Before you cast those lines, make sure you understand strategic marketing fundamentals or you will spend time, money, and effort fishing with no results. Your marketing must be strategic and not tactical. The different lines are tactics, but the bait on each line is the strategic piece.

Strategic marketing is about what you say, how you say it and who you say it to.

Know your target customer and then fish where they are.

-Have a market dominating position so you will attract your perfect prospects.

-Have a strategic marketing plan with many lines to bring them to you.

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To your success,

Ann Carden – Business & Marketing Coach