I absolutely love Jim Henson. He was a great artist and an utterly funny guy.
One of my favourite skits is the one where Bert and Ernie are in a boat, on a lake, and Bert is fishing. He’s complaining that the fish just won’t bite. (Feels familiar? Read on!)
Ernie says he can get Bert some fish, just by calling them. Loud. REALLY LOUD. Because the fish are under water and you have to shout so they can hear you. Of course Bert doesn’t believe him, so Ernie demonstrates: “Heeeeere fishy FISHY FISHY!”
And sure enough, a fish leaps out of the water, into the boat. “You want another one? Heeeeere fishy FISHY FISHY!” Another fish leaps up into the boat. He does it again, and yes, one more. “Now you try it, Bert.”
Bert tries, but nothing. He tries again: no result.
“You’re not calling them loud enough Bert. They can’t hear you. You need to yell really really loud, so the fish can hear you through the water.”
Now, is any of this relevant to you, the reader? Well, if you’re in business, it’s probably the most relevant thing there is. As James at menwithpens so eloquently puts it: “It ain’t a business if it’s not making sales.”
In the world of mystical teaching, (I was a monk before) a basic premise is that the teacher must talk to the student at the level of understanding of the student. Anything loftier, and the lesson is lost.
It’s the same with marketing. No matter how well you write, if your visitors don’t convert to buyers, the way you talk to them does not connect. They leave, and will probably not come back.
In the example of Bert and Ernie, you are Bert, and I am Ernie. You try and try, you pitch and try some more, but you’re not getting enough sales. Why? Because they can’t ‘hear’ you. You’re not ‘calling’ them ‘loud’ enough.
Do I propose that you should bully prospects into buying? Shout at them? Of course not!
You’ve simply got to talk to them in a way that connects. It’s a matter of psychology. You’ve got to push the right buttons, the ones that call an interested person into action, and not the ones that make people feel like they’re being forced. Tricky? Yes. Can it be done? Oh yes, very yes. You could go and study marketing, copywriting, whatever you need to learn in order to write compelling content. If you have the time for it, go ahead. I’m sure you’re busy enough running a business though, so here is an easier way:
Hire me. I’ll catch your fish for you.
For your enjoyment: Take a break, have a coffee, watch this: