Fish With Better Bait Messaging That Connect
Jerry Fletcher
Consultant Messaging Master, Int'l Professional Speaker, I find the words and graphics individuals and organizations use to become even more memorable and more profitable
I’m not a fisherman.
I haven’t been since as a teen my Dad and I spent a long afternoon casting with nothing to show for it.
I was bored.
A broken old cane pole lay in the weeds nearby. The line tied to it was no more than ten feet long. I found a grub and fed it onto the rusted hook. The channel coming into the lake made for an easy cast. I left the pole on the ground to go tend to the good reel that Dad had given me.
“Quick, grab that pole!”
Dad yelled to me as that old cane pole was being pulled into the channel. I managed to get a hand on it and pulled in a six-pound catfish. That was all we caught that day. All Dad said was, “Maybe we should have switched to grubs earlier. When you fish with the bait they are hittin’ on, you catch ‘em.”
When you fish with the bait they’re hittin’ on, you catch them.
I didn’t realize that would foretell my professional life. These days, I’m all about the messaging. The lessons I learned in college and earning my spurs in the ad game all come down to that simple observation. I took the book "Scientific Advertising” by Claude Hopkins to heart and added other great advertising and direct copywriter's beliefs over the years.
How to get messaging that works:
1.??? Have an intimate knowledge of your potential buyer.
2.??? Use their words to describe the problem they have.
3.??? Give them a memorable way to see your offer as the solution they need.
Your Brand can be the message.
Whether you are a coach, a consultant or independent professional of any type your success is dependent on your messaging. Brand You is based on what you say initially but as you deliver on your promise, the word pictures painted by your satisfied customers enlarges the image in prospect’s minds.
Bait your old cane pole.
Clients can tell you what they bit on. Prospects, if you ask, will tell you what they have in mind. Using their words is the right bait because it makes you credible. And Credibility leads to Cash.
“I’m Jerry Fletcher, strategic messaging consultant and international professional speaker. I find the words and graphics individuals and organizations use to become more memorable and more profitable. Together, we craft trust-based strategies that build businesses, brands and lives of joy.”? Learn more at my web sites: