Marketing activity is a bit like spearfishing.
Doing nothing will achieve nothing… but activity creates a buzz.
Spearfishing is not for the fainthearted. Holding your breath and diving down 10 meters to spear a fish that will fight you to its death, leeching blood that sometimes attracts sharks is not everyone’s idea of a good time. But there are some interesting parallels between spearfishing and marketing.
1) If you don’t take action, you won’t catch anything. Whether getting into the water in the first place, not hesitating when you see that big kingfish or leaving it to another day to sort out your website, fix your muddy sales messaging or create that new product/service you have been thinking about… If you do nothing, nothing will happen.
2) Go big or go home. When you are trying to attract fish, you “burley”. This involves cutting up fish, or stacking up shellfish and smashing them. Then you wait while the scent of food (message) attracts fish. Then you come back and do it again… throwing more Kina or more fish.
Get your message out there. You don’t do one shellfish or one fish. You do lots. Fish start coming from nowhere. They flash around feeding up. Then the big fish come. (Then the sharks, but how to deal with big ugly competitors is a topic for another day).
Activity creates a buzz. Lots of activity, sometimes creates a feeding frenzy.