Gone Fishing.
Maybe that’s what you wish you would have done today. Or could’ve done. Well, maybe that’s what you should be doing.
But let’s not put the boat in the water just yet. Let’s look at a few things that “Gone Fishing” can do in and for your business. (You didn’t think I was suggesting taking the day off did you?)
Folks who go fishing pay attention to some numbers and measurements:
- What time is the right time
- How many can/have they caught. How many got away.
- Sizes of the fish. Where they gather.
- Where are the others who are after the same fish
- Weights, line thickness, type of bait
- What they want the outcome of the day to be (e.g., food, relaxation, bragging rights, etc.).
They are prepared at the beginning of each trip and know what a successful ending looks like.
And what if each fishing trip was actually a marketing project. By knowing the desired outcome, how much time they would be fishing, and what to measure along the way, well, by knowing all that they’re sure to find the right spot to go fishing.
They gotta know the “Four Whats.”
The “Four Whats” are a mini-checklist to keep you on track and in the black.
- For What – This is your “why.” What is it you’re after (not “likes” or “followers” or even “subscribers”). What is it you’re really looking for? More customers, more walk-ins, more appointments, speaking gigs, recognition . . . why are you doing this piece of marketing? What’s success going to look like?
- So What – This is their “why.” What’s in it for them? If you’re not helping them improve their life somehow, whatever success you do experience will be a flash in the pan, not a fish in the pan.
- With What – This is your fishing pole, your bait, and your tackle. Are you going to use social media or a newsletter? Give away an eBook or a special limited time offer? What kind of cross promotion will you do? If you’re doing a campaign on Facebook, how will you promote it offline? If you’re doing something offline, will you YouTube it online?
- Do What – This is their “action” – what do you want them to do? Call you? Sign up to your list? Make an appointment? Buy what your selling online?
If you’re not in the habit measuring the “Four Whats” – you’re not alone. A lot of business owners can tell you the bottom line, but not the top line. They can tell you what they made in sales, but not how many calls to get the appointment, or how many appointments to get a sale. They can tell you how many sales went through the register, but they can’t tell you how many walk-ins went through the door . . . empty-handed.
Don’t fall into that trap. Measure your way to success. Otherwise, you’ll be drawing up a sign and grabbing a pole.
Photo on Flickr by Basil Gloo
