Why Marketers Should Learn How To Fish
Variables. Yes variables are the answer, when a fisherman decides it is time to go fishing even the best of the best do not know what the days catch will be, or if there will be a catch at all. Just like there are variables in fishing, there are variables in marketing. Understanding the key variables will bring home more fish and more sales to your organization. If you think about it, a fisherman is not going to scoop fish from a lake and bring them home. They are going on a mission to test variables, which is the sport of fishing and the art of marketing.
Similar Concepts
When fishing, you have to choose the right pond, lake or stream. When marketing you have to choose the correct list and target market.
When fishing, you have to know the best time of year for the type of fish you want to catch. When marketing, you need to know about your prospects budget cycles and buying cycles.
When fishing you must choose the correct bait. When marketing, you need to provide the right offer that will entice a prospect to respond.
The best marketers are not afraid to try new things. When people say "This has always been the way we have done it around here" realize that may be someone's prospective but it is the kiss of death for marketing results. Those who try more new things and are willing to test variables come out the winner in the game of marketing.
3 Key Marketing Variables:
- List – Choosing the right list is important. Lists are compiled in many different ways. Your marketing message may be excellent but your list may be bad. Do not skimp monetarily. Try to find the best most targeted list available. Set up a file in your web browser for marketing lists and store list vendors there for later use. Your list is similar to your choice to fish in a lake or pond.
- Timing – When choosing the right time of year to plan your marketing for new prospects, consider your prospects budgeting cycles and timing for their need for your type of prospects and services. A helpful tip is to interview your salespeople and ask them about purchasing cycles. You can also talk with co-workers in Accounts Payable to review past year records to understand the invoice payment time frames. Your timing is like the time of year when you choose to fish.
- Your Offers – What offers have worked in the past? How can you enhance them? What is the way you can strengthen existing offers or test more valuable offers? What are the items prospects need and how can you provide that more easily for them? And what are your competitors utilizing in their marketing materials and on their web site. When it comes to offers make sure what your company offers for a prospect to respond to your marketing materials is compensatory for the size of your sale. For example, if a new customer is worth $200,000 over the life of the business relationship then providing them with a company pen as a sales offer may be a bit weak. Your offer is the same as the type of bait you use for fishing.
Marketing and fishing both require a great deal of testing different variables for successful results. For additional information on how to use email newsletters for testing response rates, communications and offers, contact the experts at Proven Systems 970-223-6565 or visit www.provensystems.com.
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