Have you ever been salmon fishing?
My father-in-law is a river guide…and we happen to live just a few miles from the Rogue river here in Southern Oregon, USA.
So I get to do a fair amount of fishing…
My favorite fish to catch is Salmon (it’s also favorite my river fish to eat).
There’s a specific method we use to catch these fish called “Bouncing.”
We use Salmon eggs to bait the hook on a leader that is about three feet from the weight.
We find good water that will hold fish and let the weight sink to the bottom. Once it hits, we “Bounce” the weight down stream to attract the fish.
It’s a skill that takes time to perfect. But it’s very effective.
In fact, I once caught a Salmon that was bigger than a five-year-old child!
So what does this have to do with marketing?
Well, developing your product’s hook is the MOST important part of your entire marketing funnel.
But a hook without good bait is just a plain old hook.
See, most people think the hook is just another word for a headline (e.g. How to Lose 10 Pounds in 30 Days Without Dieting).
But a marketing hook is really the BIG IDEA behind a product that is the basis for your entire marketing funnel.
And a well-baited hook is designed to attract a specific type of fish (i.e. we wouldn’t bounce eggs to catch Steelhead).
A good hook captivates the attention of a specific audience — not every fish in the sea.
So your marketing message has to speak directly to that specific audience and no one else throughout the entire sales process — from advertising to product fulfillment.
And it doesn’t matter if you’re promoting an affiliate product or your own.
The message is still the same.
So who are you fishing for and what’s your bait?
Derrick (the Flying Dutchman) Van Dyke
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