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Right Bait? Right Fish? More Marketing ROI Secrets
In yesterday’s post I shared the questions one of the giants in guerilla marketing put to his Inner Circle, and the answers were often more illuminating than his metaphorical teaching story.
So how did you do answering the marketing question? You did realize it was about marketing and sales and copywriting, right?
Here is how I answered Doc’s question:
Simple. Feed the fish what they’re biting on, where they’re biting on it. To do that, you need to test to see if you’re in the right location with the right food they want to eat, when they want to eat it.
Since you already have the data on where they’re known to congregate and what they’ll eat, then you also know where they haven’t been and what they didn’t eat.
That’s some damned good intelligence with which to execute a strategy. 
Also good to keep in mind . . .
1. Be prepared. Take with you all the possible baits they’ve been known to bite on, plus any new ideas you gained from your research (and of course, the prudent person always does their homework).
2. Go to the known successful fishing holes, if they bite on none of your bait, then switch locations. Now, you need to be fast and mobile and place yourself where they’re biting at, with what they want to bite.
3. Resume the testing process.
4. Repeat until you’re catching the quality and quantity of fish you desire.
5. Stop and get cornbread mix and ice-cold beer on the way home.
Now, all the above were just the “real world” tools, but you didn’t ask about anything else.
So you see, folks — better questions do lead to better answers.
By Walter |
Topics: Client Top Secret, Lessons Learned, Pro Analysis |