Where’s the Best Fishing?

My father-in-law is a fisherman and he makes a profound statement when he takes my daughters fishing. He tells them, “We have to go and fish where the fish are and use the bait that those fish like!”

From our solid market analysis using both traditional and Marketing 2.0 techniques, we know our audience, how to find it, and how to ensure our messaging matches its needs. All good things in our business flow from relevance. When we are relevant, clients find us to be “need to have,” not “nice to have.” How can you be most relevant? Start by looking at the role that telling the story in language that the person in the role would understand. While this mission of targeting messaging has always been important in ...

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