Gone Fishin’

If you want to succeed in business, it’s a lot like fishing (believe it or not). Here’s how to bring in a haul.

Picture, if you will, a long, vast freshwater lake. You know it’s gotta be chock full of fish, and you’re hungry. So, you set out on a boat, and randomly start tossing random lures and bait all over the place, from one random section of the lake to another.

Will you catch something? Maybe, but it’s doubtful. Why? Because you’re not targeting your efforts. You’re guessing and hoping.

On the other hand, you see that guy over by the marshy section pulling in bass after bass? He knows the prime spot. And he has a fishfinder. And he uses the right bait, at the right depth, at the right time. He’s targeting.

Randomness is a poor strategy for success. Clarity and specificity wins.

The fish aren’t going to jump into your boat. You have to go find them and make your specific value proposition available and compelling (the lure).

I was speaking recently with a new consultant who was figuring out their value proposition. What we had to do was activate the fishfinder: define their Who (bullseye customer), Why (compelling customer pain), What (specific offer), How (unique superpower/value), and Where (title/role/industry/division) of potential customer.

Answering those 5 key clarity questions is what will transform your random business development efforts into targeted, focused, and clear strategy (and messaging).

It takes me only a 1-3 hour clarity session with most solos and microbusinesses to figure out a well-targeted approach and message. You’re hungry. You can’t afford random, especially when clarity is within reach.

Where do you “fit” in the marketplace? Take a clearly targeted approach.

It’s not your customer’s job to figure out what you do and who you do it for. Intelligent targeting is your Step 1.

Random acts of marketing don’t work. Whatever kind of business you’re involved in, you need to have a clearly-defined approach to targeting if you hope to succeed. The fish are there! Go get them!

If you’re looking for a skilled consultant to help you and your team win with clear communication, contact me.

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