How is advertising like fishing? Jay looks at the similarities between the two activities, and argues that when you plan out your advertising campaigns it helps to cast a large net.
Advertising is truly like fishing.
When you fish, you are in a dual with fish. Many will look at your offering, and most will not bite. It takes the right fish at the right time in the right place to make the catch. Just like selling any product, you need the right bait, but you also need the right place and the right time.
Do you want to be the fisherman with a single pole in an Ocean?
True, on the Ocean you may catch that monster Marlin, but its going to be tough and a lot of work to land it. You will be elated to make the catch and you will eat well for a little while. But who knows when you’ll catch the next big one. There will be a lot of trial and error and your chances are pretty slim.
Or would you rather be in a lake with a really, really big net?
For providing a constant profit of fish, its much smarter to cast a wide net. You might not land “the big one” but you significantly increase your chances of being successful.
The moral of the story is, don’t risk everything looking for the big one. Be conservative. When it comes to advertising and buying ad space, select a variety of smaller sources first. Many times I see people choose one or two higher priced spots and they aren’t successful immediately, so they simply give up. Get experience before moving up and spending the big bucks on expensive space. If you can make it work on a small scale, it will work on a large scale.
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