The sport of fishing requires fishing tackle.

You know, apparatus for fishing…

It includes:

• Hook;
• Line;
• Sinker;
• Rod;
• Reel; and
• Bait.

Bait sits on hook.

Hook and bait have a sinker to get to the bottom.

All go on a line.

The lines are attached to a rod and reel.

Throw in.

Catch.

Reel in.

That process is very similar for marketing:

• Bait;
• Cast;
• Hook; and
• Reel.

Now bait, is either natural or artificial.

Natural bait is delicious.

Artificial bait is called a lure and it is designed to catch fish attention.

It makes fish curious.

In marketing you need a combination of both.

Firstly, provide a lure, something that sparks curiosity.

And secondly, provide bait, something a prospect would really want to “eat.”

Now curiosity, cannot give reveal what is alluded to as it is then no longer curious!

It needs to leave an open loop.

It can’t answer the question.

Etc.

Once the bait is on the line you then cast and wait for bites.

Now if you have the wrong bait for the wrong prospect, they don’t bite – it doesn’t peak their level of curiosity.

In other words, if you are trying to catch a whale with minnow bait, you won’t catch any whales.

So, what best bait for the right type of prospect?

Here they are….

Problem Unaware Prospects

For this type of prospect, you should provide:

• Case studies;
• Tests; and
• Quizzes.

To reveal to problem unaware prospects that they have a problem and what the problem is.

Problem Aware Prospects

For this type of prospect, you should provide:

• A list of all indirect competitor solution.

To show problem aware prospects an array of different types of products, services or solutions exist for their problem.

Solution Aware Prospects

For this type of prospect, you should provide:

• A comparison of your product, service or solution with direct competitors; including
• Your testimonials and reviews.

To show solution aware prospects your solution works.

Product Aware Prospects

For this type of prospect, you should provide:

• Feature list & technical specs;
• Process maps;
• Cheat sheets;
• Guides;
• Tools; and
• Behind the scenes.

To show product aware prospects how your solution works.

You should also provide:

• Success stories.

To show your solution could work for product aware prospects and:

• Coupons.

To allow product aware prospect a risk-reduced or risk-free trial of your offer.