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Fishing With The Right Bait - Secrets Of Marketing ROI
Here’s a metaphoric marketing tale from one of the finest guerrilla marketing minds (martial arts instructor) I ever met. 
When I go fishing I used to only take worms.
Then I’d get to the lake, and guess what? The fish weren’t biting on worms that day.
So then I’d ask the guy with a bunch of fish what he used.
“Flies.” He said.
So the next day I took flies.
But guess what? They weren’t biting on flies that day.
So then I’d ask a guy that had a bunch of fish what he used.
He said, “Worms.”
So the next day I’d take the flies and worms in needed to catch more fish. And guess what?
The fish weren’t biting on worms or flies that day.
So I asked the person with all the fish, what he was using. He said “Cockroaches.”
So I’d take worms, flies, and cockroaches out the next time.
I still didn’t catch any fish.
So I saw a guy with all these fish and I asked him what he was using for bait.
He said, “Damn, today they are biting on anything!”
I told him, “I didn’t get one bite. How’d you get all those fish and I got none?”
He asked where I was fishing and I told him. He told me I was fishing in the wrong spot.
So, me, just starting to get it, figured out that I must know all of the “wrong spots” by now, so I asked him “Where are 5 good spots to catch fish?” 
He wouldn’t tell me.
So what should I do?
What would you do?
Okay that was the story and the set-up question. Tomorrow, I reveal my answers. Tune in then to see how they matched up to yours.
By Walter |
Topics: Client Top Secret, Lessons Learned |