Have you ever been extremely upset that you spent thousands of dollars marketing your business to create a sales boost but then come up with very little results? Don’t worry you’re not alone.
Today it’s more important than ever to know how to attract new customers and promoting your prices and specials just doesn’t do it today. Studies show we see, hear, or watch over 5,000 marketing messages a day and we avoid 99% of them like the plague. We can now listen to our favorite music without commercials for a few bucks a month. We can get all our favorite news headlines without ads. We can watch all our favorite shows while skimming past commercials.
Do you see where this is going? Today, I’m going to tell you how to catch more customers with a secret hook that your competition wish they had.
The Big Question…
What Is Advertising Really?
First things first. Do you know what advertising really is? Advertising is multiplied salesmanship, did you hear that, salesmanship. It has one purpose and one purpose only and that is to make a sale. Not to win awards for how great it looks. It’s to put money in your registers while also providing a great experience, a great value to your customers.
I want to tell you a quick story about a fisherman, Captain John Rade, and his greatest secret to catching fish. Captain John was from the Long Island area and to understand how great a fisherman he was; you should know that government agencies regulate fishing. For sports anglers the number of fish you can catch is low.
For commercial fishermen, who earn a living from the sea, the limits are much higher. I say this because captain John is a commercial fisherman, who specializes in catching fish for a living to sell to restaurants and fish markets. But he’s a rare type of commercial fisherman. He’s what’s called a “Pinhooker,” which means he doesn’t rely on the usual commercial fishing methods. No big nets, no long lines with hundreds of bait hooks.
He just goes out in his motorboat with a rod and reel and hooks his fish one at a time. Yet he always comes back with hundreds of pounds of fish. On a typical Saturday, The Viking Starship, a big party boat takes out 50-60 fisherman. Captain John Rade will usually out fish these 50-60 fishermen combined, fishing from the same waters.
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
Profit From Your Advertising!
What he responded with is extremely 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 this stuff is designed to catch fishermen, not fish. Yet fishermen are always after these new devices and it’s a waste of money because that’s not what the fish want.
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 you’re newspaper ads, if any of your marketing is not persuading, don’t waste your money.
In conclusion, understand you need to be strategic about who you’re trying to attract and you need to know the most profitable way to get in front of that person with an offer that persuades them to walk in your doors. Promoting your prices, your specials, your logo, address, and “like us on Facebook” and follow us on twitter slogans are worthless. Yes, it’s good to use on free strategies but not paid advertising.
I oversee 25k-30k a month in advertising dollars for my clients. I know what works and what doesn’t through trial and error, but it’s also from studying and learning from some of the greatest advertisers who’ve sold millions through the mail and online. If you want to your marketing to actually make you a profit time and time again, you need to either A, study marketing and become an expert yourself or B, find someone who is and make sure they can back that up with proof.
If after watching this video, a lightbulb went off in your head and you now understand why you’re marketing isn’t performing and you’re ready to make that change, click this link and I might be able to help you take your marketing and your business to the next level.
Please leave any questions or comments below.