Guest Column: Speak Out: Are You A-Huntin' or A-Fishin'?
So let's talk. There are two ways, as I see it, to get business. One is to hunt and the other is to fish. Personally, I don't hunt in real life, but I do love to fish and I go to great lengths to make the entire experience as difficult as possible.
Course, not everybody is like me. Feeding my family is clearly not what I'm out for. My goal primarily is relaxation while flexing some rudimentary creative skills. Jeff Foxworthy says, you might be a redneck if you're too drunk to fish. If we reverse-engineer that joke, he's implying that it's pretty darn simple to fish.
After all, it basically entails throwing out some bait or a giant net and hoping that you pull something in. Sort of like advertising. You really have no idea what your gonna get or whether you're going to get anything at all. Sure, you can go at a particular time and fish in a specific area to improve your odds and try to get that fish of your dreams.
But, at the end of the day, the outcome is really up to the fish.
It's not a lot unlike locating our stores in the most favorable area and then putting out a bunch of ads, hoping to pull in the right fish. Of course, some fishermen are better than others, and some are more or less discriminate about what they are looking for. Certainly the qaulity of your ads and strength of your location are going to have a lot to do with what you get, but you are still dependent on some fish to take the bite. I'm sure you're catching my drift. Yes, that last line is a pun.
Then there is the hunter. The hunter generally knows exactly what he's looking for and single-mindedly pursues it. He hunts in the area where he knows his desired prey lives. He makes sure that he has the right weapons with the proper ammunition. It's the rare bear hunter that comes home with a squirrel. Do you see where I'm going with this.
Business is tough enough. When we consider our arsenal, which consists primarily of advertising and personnel, are we using them both to best effect? Are you hunting or are you fishing? Are you throwing out huge nets, read "advertisements", seeing who swims into them and then reacting? Or, are you targeting your ads for specific kinds of customers. The ones who become the kind of customers with the greatest ROI? You know that man is a hunter gatherer.