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this stuff is designed to catch fishermen, not fish. Yet fishermen
The local newspaper reporter asked him “How do you do this?
How are you able to out fish 50-60 others in the same waters by
yourself, time and time again?”
This Is How You
MUST Think To All you need in this
life is ignorance and
Profit From Your confidence, and then
Advertising! success is sure.
What he responded with is extremely Mark Twain
critical to your success in marketing
your bar or restaurant. He said to the
reporter “Don’t think like a fisherman, think like a fish!”
He said, “when most fishermen go out to fish, they think like a
fisherman, when I go out, I think like a fish.” And he devoted his
life to this.
Now let me ask you this. How often do you think like an owner,
like a promoter, like a marketer and how little do you think like your
target audience you’re trying to get them to spend money with you?
Let me explain. Captain John said most fisherman go out and buy
the new shiny lures, colored fancy gimmicks. But he said most of
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are always after these new devices and it’s a waste of money
because that’s not what the fish want.
The Secret…
So he doesn’t go after the stuff that catch fisherman. What John
does is he studies everything there is to know about fish he
wants to catch. When they are hungry. What they like to eat as
seasons change. What bait is running in the water and attracting
them on any given day. And the most important thing he studies
is the ocean, the environment his fish swim in. Why? because it’s
the ocean that affects his target more than anything else.
So by studying all this and knowing what bait to use and when,
and what the environment is like at all times, he’s able to out
fish everyone else because he knows what the fish are after and
when they will bite.
The Questions You Need
To Ask Yourself Before
You Write Your Next
Advertising Check
Now let me clarify this so it means much more to you. Before
you spend another penny on marketing, think of who you’re
trying to catch and where you’re going to catch them. Remember,
we are always avoiding marketing
messages, so the question is
how do we get in front of them
and when we do, how do we get
them to at least pay the slightest
bit of attention to our ad?
Then the question is how do we
get that potential customer to
do what we want? To get them
to come in our doors and spend
money? Here’s a little secret from
a great philosopher Plato, “There’s only 2 ways to get someone to
do what you want. Either by force or persuasion.”
We can’t use force. So we must use the art of persuasion and
allow our reasoning to be accepted or not by others. So your
advertising today MUST be persuasive. How do you do that? You
make them an offer they can’t refuse! And you tell them WHY
they should take advantage, how they are going to benefit, and
why they need to take action now.
If your Facebook ads, if your newspaper ads, if any of your
marketing is not persuading, don’t waste your money.
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