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# Fishing For Customers

Reeling in a catch of good, profitable customers solves nearly every business problem.

## Sitemaps

- [XML Sitemap](https://fishingforcustomers.com/sitemap.xml): Contains all public & indexable URLs for this website.

## Posts

- [Blog](https://fishingforcustomers.com/blog/)
- [The Second Biggest Mistake in Customer Acquisition – (the Strawberry Jam Theory)](https://fishingforcustomers.com/strawberry-jam-theory/)
- [How to Steal Your Competitor's Customers. Part 2 of 3](https://fishingforcustomers.com/how-to-steal-your-competitors-customers-part-2-of-3/)
- [Is a Radio Remote Broadcast a Good Investment?](https://fishingforcustomers.com/is-a-radio-remote-broadcast-a-good-investment/) - Having a radio station "live" at your business might be a profitable investment. Chuck McKay explains what to do to stack the odds of success in your favor.
- [What's In A Name?](https://fishingforcustomers.com/whats-in-a-name/) - Everything in our world has a name. Every sound, every color, everything you touch, and every business you deal with. Some business names have positive connotations. Others much less so.
- [Beer And Headaches And That Awful Cramping](https://fishingforcustomers.com/beer-and-headaches-and-that-awful-cramping/) - How do you get customers to ask for you by name? You provide a solution to a specific problem.
- [One Easily Remembered Point](https://fishingforcustomers.com/one-easily-remembered-point/)
- [The Invisible Ad](https://fishingforcustomers.com/the-invisible-ad/) - Stop sounding like an ad and start sounding like a person. Actually SAY something. Make me an offer. Express it with one human voice. Say it in everyday language.
- [Hope is Not a Strategy for Greater Return on Advertising Investment.](https://fishingforcustomers.com/hope-is-not-a-strategy-for-greater-return-on-advertising-investment/)
- [Will Advertising Sell What People Don't Want?](https://fishingforcustomers.com/restaurants-and-monday-nights/) - Advertising won't make things people don't want more popular. Good advertising helps people find what they already want.
- [The Biggest Waste in Advertising (a Case Study)](https://fishingforcustomers.com/the-biggest-waste-in-advertising-a-case-study/)
- [How Big Is Your Reputation?](https://fishingforcustomers.com/how-big-is-your-reputation/)
- [The Flaw In The Advertising Plan](https://fishingforcustomers.com/the-flaw-in-the-advertising-plan/) - They’re never just looking. They’re looking for something specific. They’re leaving because they didn’t find it – at least not the quality they demand or at a price they’re willing to pay.
- [Inclusive Communication By Design](https://fishingforcustomers.com/inclusive-communication-by-design/) - Can't you just put a talent in front of a camera and let him persuade those late night visitors to buy? I wouldn't. Too many dollars would stay on the table.
- [Dear Doctor - How Do Your Patients Rate YOU?](https://fishingforcustomers.com/dear-doctor-how-do-your-patients-rate-you/) - Dear Doctor, for a single, brief instant I was your patient. I didn't mind that I had to wait five weeks for the first appointment. I like that your practice is that busy. It implies that you're in demand. By 10:45 I should have walked out, but I needed my prescriptions. I didn't have five weeks left to start this process with another doctor.
- [How Many Pancake Restaurants?](https://fishingforcustomers.com/how-many-pancake-restaurants/) - A marketing position is a mental shortcut. It lets you get your message across in just a few seconds. A marketing position reminds your customers "Here's why we're worth recommending. Here's why your friends and colleagues will be glad you told them about us."
- [Physicists, Piano Tuners, and Market Research](https://fishingforcustomers.com/physicists-piano-tuners-and-market-research/) - I’m a major proponent of acquiring as much market data as is available, or that you can afford. But when the data’s not available, doesn't an informed estimate beats an uninformed guess every time?
- [There Is No Word-of-Mouth "Marketing."](https://fishingforcustomers.com/there-is-no-word-of-mouth-marketing/)
- [Should an Upwardly Mobile Zebra Shed Its Stripes?](https://fishingforcustomers.com/does-a-successful-zebra-need-its-stripes/) - Successful marketing requires behavior that's not only risky, it runs counter to instinct.
- [How Does One Educate a Customer? Part 1 of 3](https://fishingforcustomers.com/how-does-one-educate-a-customer-part-1/) - The danger in spending advertising dollars to convince people they need what you sell is that they may well become convinced, but buy from a competitor. Consider instead focusing on prospects ready to buy.
- [Zen and the Art of Persuasion. Part 3 of 3](https://fishingforcustomers.com/zen-and-the-art-of-persuasion-part-3-of-3/)
- [How to Instantly Make a Poor Customer Impression](https://fishingforcustomers.com/how-to-instantly-make-a-poor-customer-impression/)
- [Stuffing the Golden Goose](https://fishingforcustomers.com/stuffing-the-golden-goose/)
- [Higher Profits Through Testing of Every Variable](https://fishingforcustomers.com/higher-profits-through-testing-of-every-variable/) - This time, 1.85% of the recipients of your letter bought: a total of 185 sales. The cost of promotion is the same but the new headline has more than doubled your profit.
- [Advertising and Air Conditioner Sales](https://fishingforcustomers.com/advertising-and-air-conditioner-sales/) - Employee incentives can benefit the employee, the company, and the customer... if they're planned properly. But without a long-term view, they can be disaster.
- [How to Make Money by Losing Money - Part 1 of 2](https://fishingforcustomers.com/how-to-make-money-by-losing-money/) - If you could hand me 50 cents, and get a dollar back every time, you'd push as many fifty cent pieces in my direction as I'd be willing to accept. Would you be as excited about the exchange if that dollar cost 99 cents? Could you imagine spending $1.35 to get back one dollar? Your first reaction is likely "no," but the correct answer isn't so obvious.
- [A Banking Story - The Ten Day Hold](https://fishingforcustomers.com/a-banking-story-the-ten-day-hold/)
- [Warren Buffet Digs a Well](https://fishingforcustomers.com/warren-buffet-digs-a-well/)
- [A Blues Band, Elvis, and an Affiliate Program](https://fishingforcustomers.com/a-blues-band-elvis-and-an-affiliate-program/)
- [How To Measure Anything](https://fishingforcustomers.com/how-to-measure-anything/)
- [Communications Theory](https://fishingforcustomers.com/communications-theory/)
- [Drive Ins, Car Dealerships, and Forces Beyond Our Control](https://fishingforcustomers.com/drive-ins-car-dealerships-and-forces-beyond-our-control/)
- [The Golden Rule, as You Know, is Flawed.](https://fishingforcustomers.com/the-golden-rule-as-you-know-is-flawed/)
- [That Will Never Work Here](https://fishingforcustomers.com/that-will-never-work-here/)
- [Adjust Your Staffing - Surviving The Recession - Part 4 of 7](https://fishingforcustomers.com/adjust-your-staffing-surviving-the-recession-part-4-of-7/)
- [Where Are The Goal Posts? Where Is Your Team?](https://fishingforcustomers.com/where-are-the-goal-posts-where-is-your-team/) - Can you imagine knowing your competitor's business so well that you could predict how that competitor will react to various changes in the marketplace? What might Coke do if the price of corn syrup went up by 10 percent? Could Pepsi know which preemptive moves to take for that, or for any other business eventuality?
- [Budgeting For Word Of Mouth](https://fishingforcustomers.com/budgeting-for-word-of-mouth/) - There are three major ways to create word-of-mouth, and you can budget for any of the three.
- [When Is Advertising Season?](https://fishingforcustomers.com/when-is-advertising-season/)
- [The Long And Short Of Persuasion](https://fishingforcustomers.com/the-long-and-short-of-persuasion/)
- [The Worth of a Dali](https://fishingforcustomers.com/the-worth-of-a-dali/) - In a thousand words we can state the Pythagorean Theorem, The Lord’s Prayer, Archimedes Principle, The Ten Commandments, the Gettysburg address, Alfred Lord Tennison’s Crossing The Bar, the Boy Scout Oath, the Preamble to the U.S. Constitution, and still have 174 words left over. No, a picture is not worth a thousand words. It’s not even close.
- [Testing Advertising Response in the Store](https://fishingforcustomers.com/testing-advertising-response-in-the-store/)
- [Basics of Retail Marketing from a Nine-Year-Old](https://fishingforcustomers.com/basics-of-retail-marketing-from-a-nine-year-old/)
- [A Priest, A Rabbi, And A Minister Walk Into A Bar](https://fishingforcustomers.com/a-priest-a-rabbi-and-a-minister-walk-into-a-bar/)
- [The 7th Grade Science Lesson Business Schools Neglect](https://fishingforcustomers.com/a-7th-grade-science-lesson-most-business-schools-never-teach/)
- [Expectations Drive Word-of-Mouth](https://fishingforcustomers.com/expectations-drive-word-of-mouth/)
- [How to Communicate Abstract Concepts in Your Presentation](https://fishingforcustomers.com/how-to-communicate-abstract-concepts-in-your-presentation/)
- [Applying The Persuasion Diagram To Newspaper Ads](https://fishingforcustomers.com/applying-the-persuasion-diagram-to-newspaper-ads/)
- [How Housing Affects Your Sales](https://fishingforcustomers.com/how-housing-affects-your-sales/)
- [More SEO and PPC. We must save the General!](https://fishingforcustomers.com/more-seo-and-ppc-we-must-save-the-general/) - George Washington's doctors kept bleeding him to improve his health, until they had bled him to death. In much the same way, spending more on search engine optimization that isn't producing results will bleed a company. Possibly even fatally.
- [Cherish Your Existing Customers – Surviving the Recession – Part 2 of 7](https://fishingforcustomers.com/cherish-your-existing-customers-surviving-the-recession-part-2-of-7/)
- [A Customer Service Story](https://fishingforcustomers.com/a-customer-service-story/)
- [Focus on Revenue and Customer Service - Surviving The Recession - Part 1 of 7](https://fishingforcustomers.com/focus-on-revenue-and-customer-service-surviving-the-recession-part-1-of-7/)
- [Buddy, You Don’t Offer Enough Value](https://fishingforcustomers.com/buddy-you-dont-offer-enough-value/)
- [Free Coffee and the Incremental Discount Coupon Tactic](https://fishingforcustomers.com/free-coffee-and-the-incremental-discount-coupon-tactic/)
- [Are You Testing Advertising, or Simply Your Offer?](https://fishingforcustomers.com/are-you-testing-advertising-or-simply-your-offer/)
- [Spend Less Time at Work to Make Your Advertising More Effective](https://fishingforcustomers.com/spend-less-time-at-work-to-make-your-advertising-more-effective/)
- [A $1.65 Billion Reason For Being Number One](https://fishingforcustomers.com/a-1-65-billion-reason-for-being-number-one/)
- [Surprise and Delight](https://fishingforcustomers.com/surprise-and-delight/)
- [The Price of a Haircut](https://fishingforcustomers.com/the-price-of-a-haircut/)
- [Songwriters, Copywriters, and Income Taxes](https://fishingforcustomers.com/songwriters-copywriters-and-income-taxes/)
- [Is Your Business Parched for Leads?](https://fishingforcustomers.com/is-your-business-parched-for-leads/)
- [Marketing P.A.I.N. - Part 6, Make It Stop!](https://fishingforcustomers.com/marketing-p-a-i-n-part-6-make-it-stop/) - The first company seems to think their name is the most important information the customer needs. The second focuses on the customer's emergent need. If it was your sink is running over, would you care how long anyone's been in business?
- [More Advertising Thoughts From The Road](https://fishingforcustomers.com/more-advertising-thoughts-from-the-road/)
- [Gamblers, E-Mail, Religious Miracles, Word-of-Mouth, and Customer Delight](https://fishingforcustomers.com/gamblers-e-mail-religious-miracles-word-of-mouth-and-customer-delight/)
- [TIME Wants Me Back](https://fishingforcustomers.com/time-wants-me-back/)
- [High Frequency Advertising](https://fishingforcustomers.com/4178-2/)
- [The Truth About Recycled Ads & Pickup Lines](https://fishingforcustomers.com/recycled-ads-pickup-lines/) - Chuck McKay demonstrates that reusing someone else's advertisements generally produces the same results as using old pick up lines.
- [A Good Ad](https://fishingforcustomers.com/a-good-ad/)
- [Emotions VS Logic](https://fishingforcustomers.com/emotions-vs-logic/) - Advertising should provide emotional appeal to help shoppers to choose your offering; and then back the decision up with solid facts they can use to explain their purchase to anyone else.
- [A Strategy For Frequency In Newspaper Advertising](https://fishingforcustomers.com/a-strategy-for-frequency-in-newspaper-advertising/)
- [Is Bigger Really Better?](https://fishingforcustomers.com/is-bigger-really-better/)
- [Do You Have To Drop Price To Increase Sales?](https://fishingforcustomers.com/do-you-have-to-drop-price-to-increase-sales/)
- [Media's Dirty Little Secret](https://fishingforcustomers.com/medias-dirty-little-secret/)
- [How Will Advertising Affect My Sales?](https://fishingforcustomers.com/how-will-advertising-affect-my-sales/)
- [Track Advertising Results](https://fishingforcustomers.com/track-advertising-results/)
- [Are Your Ads Working? Can You Prove It?](https://fishingforcustomers.com/are-your-ads-working-can-you-prove-it/)
- [Advertising Observations From My Hotel Room](https://fishingforcustomers.com/advertising-observations-from-my-hotel-room/)
- [Trends and Cycles and Advertising In Them](https://fishingforcustomers.com/trends-and-cycles-and-advertising-in-them/) - People may choose you because of your reputation. They may choose you as a result of your advertising. But, sometimes, you may simply be the beneficiary of so many people in the market that you're tripping over them.
- [Making Decisions](https://fishingforcustomers.com/making-decisions/)
- [Danger in the Discount](https://fishingforcustomers.com/danger-in-the-discount/)
- [The Circle Layout](https://fishingforcustomers.com/the-circle-layout/) - In a circle layout, the number of circles is equal to the number of illustrations, headlines, and story elements. The relative sizes of the shapes represent the importance of each design element.
- [The Customer's Buying Process – Systemic Marketing™ Part III](https://fishingforcustomers.com/the-customers-buying-process-–-systemic-marketing™-part-iii/) - But detailing the customer's steps between the first interaction with the seller, and the completion of the purchase, are what allow us to standardize the process. It's what allows us to set our marketing on "Cruise Control," when we're fishing for customers.
- [Customer Acquisition on Cruise Control – Systemic Marketing™](https://fishingforcustomers.com/systemic-marketingtm-–-customer-acquisition-on-cruise-control/) - A cruise control for marketing a) would necessitate less attention from the “driver.” b) It would allow for greater predictability in planning. c) It would operate more efficiently, and thus produce higher ROI.
- [Reach vs Frequency – Systemic Marketing™ Part II](https://fishingforcustomers.com/systemic-marketing™-part-ii-–-reach-vs-frequency/) - If you're going to set up a Marketing Cruise Control, you won't prompt additional sales by again offering the same people what you sell.* You'll need to boost the number of people who receive your offer.
- [Focus on Customer Value to Survive the Coming Shake Out](https://fishingforcustomers.com/focus-on-customer-value-to-survive-the-coming-shake-out/) - There’s a business shake out coming. Most businesses will survive. A few will thrive. They will deliver exceptional customer value.
- [Five Advertising Lessons From The Personals](https://fishingforcustomers.com/five-advertising-lessons-from-the-personals/)
- [Could I Offer You a Free $100 Bill?](https://fishingforcustomers.com/could-i-offer-you-a-free-100-bill/) - The easier you make it for people to find your address, phone number, your name, and your photograph, the more trustworthy you appear, and the more people will be willing to purchase from you.
- [Bad Seduction](https://fishingforcustomers.com/bad-seduction/) - Good advertising is seduction. Send the object of your affection an “I love you” message. Your advertising will improve by orders of magnitude when you spend less time attempting to find the most effective medium, and more time searching for the most effective message.
- [Your Favorite TV Ad](https://fishingforcustomers.com/your-favorite-tv-ad/)
- [More Words About Pictures](https://fishingforcustomers.com/more-words-about-pictures/)
- [Can Breakeven Analysis Predict Your Coupon Success?](https://fishingforcustomers.com/can-breakeven-analysis-predict-your-coupon-success/) - Your sales are ok, but your business isn’t growing. A friend suggests you distribute a “buy one get one free” coupon. Can You Predict the Impact of That Coupon? Yes, I believe that you can.
- [Reticular Activation - How the Human Anatomy Prevents Ads from Reaching "Everyone."](https://fishingforcustomers.com/reticular-activation-how-the-human-anatomy-prevents-ads-from-reaching-everyone/)
- [A Coffee Shop On Every Corner](https://fishingforcustomers.com/a-coffee-shop-on-every-corner/)
- [Love And Indifference, Part 2](https://fishingforcustomers.com/love-and-indifference-part-2/)
- [Love And Indifference, Part 3](https://fishingforcustomers.com/love-and-indifference-part-3/)
- [Love And Indifference, Part 1](https://fishingforcustomers.com/love-and-indifference-part-1/)
- [Data Mining for Better Ad Copy](https://fishingforcustomers.com/data-mining-for-better-ad-copy/)
- [Using The Persuasion Diagram To Make A Radio Ad](https://fishingforcustomers.com/using-the-persuasion-diagram-to-make-a-radio-ad/) - How to apply the persuasion diagram structure to radio advertising.
- [Should You Insert a Gorilla in Your Ads?](https://fishingforcustomers.com/should-you-insert-a-gorilla-in-your-ads/)
- [What I Know About Writing Ads, I Learned In High School](https://fishingforcustomers.com/what-i-know-about-writing-ads-i-learned-in-high-school/) - Ad writing is simple when you follow the formula in the Persuasion Diagram.
- [Allstate Gets It](https://fishingforcustomers.com/allstate-gets-it/) - Prospective customers don't want to create an account just to get simple information. Smart marketers don't require them to.
- [Gross Margins and Return on Advertising Investment](https://fishingforcustomers.com/gross-margins-and-return-on-advertising-investment-2/) - Sometimes, even when there seems to be a positive return on your advertising investment, its possible to lose operating capital. It all has to do with Gross Margin. If you don't know your margin, how do you know whether your ads are “working?” How do you even know how much to budget?
- [Coffee, The Moon Landing, And A Game Of Poker](https://fishingforcustomers.com/coffee-the-moon-landing-and-a-game-of-poker/) - To be remembered, to hold top position in share of mind, to hold the winning hand in marketing your business, you must be first at something. I’d suggest that you choose to be first in the reason your existing customers do business with you now. Find out what your current customers believe you provide that they can’t get anywhere else. Then, start promoting that. Promote it to the point that you’re now playing in a whole new game, and in this game you hold the winning cards.
- [You Can't Win Customers With a Boring Newsletter](https://fishingforcustomers.com/boring-your-customers-with-a-client-newsletter/)
- [A Few Good Ads](https://fishingforcustomers.com/a-few-good-ads/)
- [Bar Bands and Chicken Sandwiches:  Protecting Your Brand in an Age of Social Conscience](https://fishingforcustomers.com/bar-bands-and-chicken-sandwiches-protecting-your-brand-in-an-age-of-social-conscience/) - When that social issue contradicts the core values, or confuses the messaging, its going to have negative repercussions. And a CEO who uses his company to promote contentious social issues instead of focusing on providing products and services his customers expect is as foolish as musicians performing for their own enjoyment.
- [Ten Steps To Great Customer Service](https://fishingforcustomers.com/ten-steps-to-great-customer-service/) - Unless you're constantly reminding your staff of the things you want them to convey to your customers, they won't bother to do so. Call your own company. Call your competitors. Call businesses in other cities. Call businesses you’re curious about. Ask the question.
- [Is There Money in Accommodating Early-Stage Shoppers?](https://fishingforcustomers.com/is-there-money-in-accomodating-early-stage-shoppers/) - Shoppers identify themselves by the questions they ask. Can your business offer early-stage information while competing for late-stage shoppers?
- [Military Positioning as Marketing Strategy](https://fishingforcustomers.com/military-positioning-as-marketing-strategy/) - Marketing position is created by the first product in the consumer's mind. Its the reason the incumbent nearly always gets re-elected. Its the reason Coke still outsells Pepsi. Its the reason nobody sells more prepared chicken than the Colonel.
- [Should I give stuff away?](https://fishingforcustomers.com/should-i-give-stuff-away/)
- [Lower Your Profit Margins - Surviving The Recession - Part 5 of 7](https://fishingforcustomers.com/lower-your-profit-margins-surviving-the-recession-part-5-of-7/)
- [Bottled Water, Fresh Fruit, and the Price of Gasoline](https://fishingforcustomers.com/bottled-water-fresh-fruit-and-the-price-of-gasoline/)
- [The Psychology of Pricing](https://fishingforcustomers.com/the-psychology-of-pricing/) - "You get what you pay for" is the lens through which the buyer views the world. Consciously or unconsciously, the vendor conveys the value of his product through its price.
- [Accelerate Your Advertising and PR – Surviving the Recession – Part 3 of 7](https://fishingforcustomers.com/accelerate-your-advertising-and-pr-–-surviving-the-recession-–-part-3-of-7/)
- [You Can't Bore People Into Paying Attention](https://fishingforcustomers.com/you-cant-bore-people-into-paying-attention/)
- [A Marketing Lesson from American Idol](https://fishingforcustomers.com/a-marketing-lesson-from-american-idol/)
- [Violated Expectations. Marketing lessons from the Dallas Cowboys.](https://fishingforcustomers.com/violated-expectations-marketing-lessons-from-the-dallas-cowboys/)
- [What's the Boss's Most Important Job?](https://fishingforcustomers.com/whats-the-bosss-most-important-job/)
- [Cut Overhead - Surviving The Recession - Part 7 of 7](https://fishingforcustomers.com/cut-overhead-surviving-the-recession-part-7-of-7/)
- [Twice A Year Is Recommended](https://fishingforcustomers.com/twice-a-year-is-recommended/) - I've passed that sign well over three hundred times. Three hundred impressions made their way into my brain. At the conscious level? Well, conscious enough that I did start thinking I was past due for a check-up.
- [Pattern Recognition and the People Meter.](https://fishingforcustomers.com/frazzleberries-pasturization-and-the-ppm/)
- [Can You Use Cognitive Dissonance to Create More Successful Advertising](https://fishingforcustomers.com/can-you-use-cognitive-dissonance-to-create-more-successful-advertising/)
- [Will A Doomsday Cult Buy A New Dishwasher?](https://fishingforcustomers.com/will-a-doomsday-cult-buy-a-new-dishwasher/)
- [Marketing P.A.I.N. - Part 2, What Do People Want?](https://fishingforcustomers.com/marketing-p-a-i-n-part-2-what-do-people-want/) - There are four stages of pain which motivate people to purchase. Identifying the most profitable stage to target is a critical part of marketing strategy
- [Marketing P.A.I.N. - Part 1, Relationships](https://fishingforcustomers.com/marketing-p-a-i-n-part-1-relationships/) - Wooing customers is a lot like dating. When people date, they present themselves as interested in their date. Advertisers, for some odd reason, insist on talking about themselves.
- [Somebody Tell Lord Leverhulme](https://fishingforcustomers.com/somebody-tell-lord-leverhulme/) - Depending upon the purchase cycle, as few as 2% of those people will be "in the market" on any given week. You'll need to run this schedule next week to get the people who are ready to buy next week. You'll need to run it the week after that to reach the people who are ready to buy that week.
- [Marketing P.A.I.N. - Part 3, Advertising the First Stage of Pain](https://fishingforcustomers.com/marketing-p-a-i-n-part-3-advertising-the-first-stage-of-pain/) - The advantage in building a brand is that people ask by name for what you sell. The disadvantage is that they'll buy when they want to, rather than when you wish to sell. But if your prospective customer feels no discomfort, she will feel no incentive to buy. Not your brand. Not anyone else's.
- [Marketing P.A.I.N. - Part 4, When People Realize They're Hurting](https://fishingforcustomers.com/marketing-p-a-i-n-part-4-when-people-realize-theyre-hurting/) - Most of us ignore everything that doesn't appear to effect us directly. (Some estimates have us exposed to thousands of marketing impressions every day). Matching your message to her stage of pain immediately tells our prospective customer that you're speaking directly to her, about things that matter to her.
- [Marketing P.A.I.N. - Part 5, Testimonials and Comparisons](https://fishingforcustomers.com/marketing-p-a-i-n-part-5-testimonials-and-comparisons/) - Targeting the early stages of pain will help prospects know of you weeks, months, or even years before they recognize a need for what you sell. The largest number of people will be exposed to your message. This is the concept behind Top-Of-Mind-Awareness and building your “brand.”
- [Marketing P.A.I.N. - Part 7, Tie It All Together.](https://fishingforcustomers.com/marketing-p-a-i-n-part-7-tie-it-all-together/) - If you enjoy a fast-paced, “Wham. Bam. Next.” (oh, and “thank you”) style of operation, you may be able to compete on price to reach Transactional shoppers. But a more methodical, slower-paced, “get to know the customer” style of business necessitates appealing to Relationals, who are willing to pay higher prices, and are more likely to continue being profitable customers over the long-term.
- [Marketing P.A.I.N. - Part 8, Message Frequency, Media Choices, and Tracking](https://fishingforcustomers.com/marketing-p-a-i-n-part-8-message-frequency-media-choices-and-tracking/) - Marketing P.A.I.N. is a step-by-step guide to more effective advertising.
- [Bad News For Business Owners](https://fishingforcustomers.com/bad-news-for-business-owners/)
- [Speed up cash flow - Surviving The Recession - Part 6 of 7](https://fishingforcustomers.com/speed-up-cash-flow-surviving-the-recession-part-6-of-7/)
- [How Can We Test Advertising?](https://fishingforcustomers.com/how-can-we-test-advertising/)
- [Guaranteed Advertising ROI in a Tough Economy](https://fishingforcustomers.com/guaranteed-advertising-roi-in-a-tough-economy/)
- [Conduct Only One Advertising Test at a Time.](https://fishingforcustomers.com/conduct-only-one-advertising-test-at-a-time/)
- [Grocery Shopping, Rising Tides, and Maintaining Market Share](https://fishingforcustomers.com/grocery-shopping-rising-tides-and-maintaining-market-share/)
- [Budweiser Light Mediocre](https://fishingforcustomers.com/budweiser-light-mediocre-2/)
- [Ten “Dids” to Examine Your Failed Ads and Make Them Work Next Time](https://fishingforcustomers.com/how-to-make-failed-ads-work/)
- [The Ad Copy Paradox - the More You Include, the Fewer Are Included](https://fishingforcustomers.com/the-ad-copy-paradox-the-more-you-include-the-fewer-are-included/) - For many small companies advertising dollars are limited resources. Shouldn't advertising messages try to attract as many potential customers as possible?
- [Your Professional Reputation - Three Distinct Levels of Word-of-Mouth](https://fishingforcustomers.com/three-levels-of-word-of-mouth-determine-your-professional-reputation/) - The three successive degrees of word-of-mouth are awareness, professional reputation, and customer experience. Both awareness and reputation are easily affected by advertising, but personal experience is a function of the way you treat customers.
- [Why I Don’t Care For Co-Op Advertising](https://fishingforcustomers.com/why-i-don’t-care-for-co-op-advertising/) - Under most cooperative advertising programs (co-op) they retailer gives up control of the message, and becomes a minor footnote, but still pays for half of the ad.
- [Presumed Prospects, Identified Prospects, and Core Customers](https://fishingforcustomers.com/presumed-prospects-identified-prospects-and-core-customers/) - The more you qualify a prospect, the more expensive it becomes to reach her. Conversely the better you qualify her, the more likely she is to buy. There's just no cheap way to advertise to good prospects.
- [The Book of Advertising Tests](https://fishingforcustomers.com/the-book-of-advertising-tests/)
- [Very Simple Newspaper Metrics](https://fishingforcustomers.com/very-simple-newspaper-metrics/)
- [Not Curiosity, but Profit](https://fishingforcustomers.com/650/)
- [So, the World Didn't End.](https://fishingforcustomers.com/so-the-world-didnt-end/)
- [How Many Ads Do I Need To Buy?](https://fishingforcustomers.com/how-many-ads-do-i-need-to-buy/)
- [How to Calculate Lifetime Customer Value, Part 2 of 2](https://fishingforcustomers.com/how-to-calculate-lifetime-customer-value/) - Unless you know how much money your average customer will spend with you, this year, next year, and over her lifetime, how will you know what you can afford to acquire that customer?
- [Marketing Sense IS Consistency](https://fishingforcustomers.com/marketing_sense_is_consistency/)
- [Embracing Twitter E-Book](https://fishingforcustomers.com/embracing-twitter-eboo/)
- [If Elected, I Will Not Serve](https://fishingforcustomers.com/if-elected-i-will-not-serve/)
- [A Business Seminar For the 21st Century](https://fishingforcustomers.com/a-business-seminar-for-the-21st-century/)
- [Unattached Marketer Seeks Self-Employed Professional For Long Term Relationship](https://fishingforcustomers.com/unattached-marketer-seeks-self-employed-professional-for-long-term-relationship/)
- [Blenders, Marbles, and i-Phones](https://fishingforcustomers.com/blenders-marbles-and-i-phones/)
- [The Soccer Mom Myth](https://fishingforcustomers.com/the-soccer-mom-myth/)
- [If Stephen King Wrote Advertising Copy](https://fishingforcustomers.com/if-stephen-king-wrote-advertising-copy/)
- [Video Production Lessons From Ron Popeil](https://fishingforcustomers.com/video-production-lessons-from-ron-popeil/)
- [Going For The Gold](https://fishingforcustomers.com/going-for-the-gold/)
- [Pencils Down.](https://fishingforcustomers.com/pencils-down/)
- [Designing the Company for Your Vacation](https://fishingforcustomers.com/designing-the-company-for-your-vacation/)
- [Why Do We Pursue Publicity?](https://fishingforcustomers.com/why-do-we-pursue-publicity/)
- [What's Your Specialty?](https://fishingforcustomers.com/whats-your-specialty/)
- [Sorry PR People](https://fishingforcustomers.com/sorry-pr-people/)
- [Why "Professional" Ads Will Drain Your Budget Dry](https://fishingforcustomers.com/why-professional-ads-will-drain-your-budget-dry/)
- [An Interactive Budgeting Tool](https://fishingforcustomers.com/an-interactive-budgeting-tool/)
- [Disc Jockeys and Business Budgeting](https://fishingforcustomers.com/disc-jockeys-and-business-budgeting/)
- [Investing in Your Ads](https://fishingforcustomers.com/investing-in-your-ads/)
- [A Marketing Lession with Jack and Magic Beans](https://fishingforcustomers.com/a-marketing-lession-with-jack-and-magic-beans/)
- [Advertising Can't Create Demand](https://fishingforcustomers.com/advertising-cant-create-demand/)
- [Learning the Hard Way](https://fishingforcustomers.com/learning-the-hard-way/)
- [A Tale of Marketing Promotion in Three Acts](https://fishingforcustomers.com/a-tale-of-marketing-promotion-in-three-acts/)
- [Good Phone](https://fishingforcustomers.com/good-phone/)
- [How Do We Get Rid of Those Customers We'd Rather Not Have?](https://fishingforcustomers.com/how-do-we-get-rid-of-those-customers-wed-rather-not-have/)
- [What I Would Have Said](https://fishingforcustomers.com/what-i-would-have-said/)
- [Who Sells the Soap?](https://fishingforcustomers.com/who-sells-the-soap/)
- [Real World Word-of-Mouth](https://fishingforcustomers.com/real-world-word-of-mouth/)
- [Sally and Her Pills](https://fishingforcustomers.com/sally-and-her-pills/)
- [Who Should Critique Your Ads?](https://fishingforcustomers.com/who-should-critique-your-ads/)
- [Borrowed Interest](https://fishingforcustomers.com/borrowed-interest/)
- [Sperry, Hutchinson, and the Hotel, Part III](https://fishingforcustomers.com/sperry-hutchinson-and-the-hotel-part-iii/)
- [Sperry, Hutchinson, and the Hotel, Part II](https://fishingforcustomers.com/sperry-hutchinson-and-the-hotel-part-ii/)
- [Sperry, Hutchinson, and the Hotel, Part I.](https://fishingforcustomers.com/sperry-hutchinson-and-the-hotel-part-i/)
- [Managing the Gap, Part Deux](https://fishingforcustomers.com/managing-the-gap-part-deux/)
- [Managing the Gap](https://fishingforcustomers.com/managing-the-gap/)
- [The Smaller your Focus, the Bigger your Profits](https://fishingforcustomers.com/the-smaller-your-focus-the-bigger-your-profits/)
- [Location, Location, and the UVP](https://fishingforcustomers.com/location-location-and-the-uvp/)
- [Chuck’s 2007 Letter to the Ad Fairy](https://fishingforcustomers.com/chuck’s-2007-letter-to-the-ad-fairy/)
- [Familiarity Breeds Relationships](https://fishingforcustomers.com/familiarity-breeds-relationships/)
- [Four Stories - Two Outcomes - One Moral](https://fishingforcustomers.com/four-stories-two-outcomes-one-moral/)
- [Making News](https://fishingforcustomers.com/making-news/)
- [Jesse, Rae Anne, and Chuck - A Customer Service Story](https://fishingforcustomers.com/jesse-rae-anne-and-chuck-a-customer-service-story/)
- [The Fifteen Minute Effective Business Letter](https://fishingforcustomers.com/the-fifteen-minute-effective-business-letter/)
- [Subliminal Lorre (and GE)](https://fishingforcustomers.com/subliminal-lorre-and-ge/)
- [In Their Own Best Interest](https://fishingforcustomers.com/in-their-own-best-interest/)
- [Control Over Word-Of-Mouth](https://fishingforcustomers.com/control-over-word-of-mouth/)
- [The Magic Advertising Formula](https://fishingforcustomers.com/the-magic-advertising-formula/)
- [Cause and Effect: Another Application of Transactional / Relational Shoppers](https://fishingforcustomers.com/cause-and-effect-another-application-of-transactional-relational-shoppers/)
- [It's Not The Weather](https://fishingforcustomers.com/its-not-the-weather/)
- [Ask About the Failures](https://fishingforcustomers.com/ask-about-the-failures/)
- [Marketing as a School of Art](https://fishingforcustomers.com/marketing-as-a-school-of-art/)
- [The Relational Mechanic](https://fishingforcustomers.com/the-relational-mechanic/)
- [So You Need A Survey, Do You?](https://fishingforcustomers.com/so-you-need-a-survey-do-you/)
- [Four Media Predictions, part 3 of 3](https://fishingforcustomers.com/four-media-predictions-part-3-of-3/)
- [From the Department of Redundancy Department – part 2 of 3](https://fishingforcustomers.com/from-the-department-of-redundancy-department-–-part-2-of-3/)
- [Television and the Short Novel – part 1 of 3](https://fishingforcustomers.com/television-and-the-short-novel-–-part-1-of-3/)
- [Waiting For Your Cat](https://fishingforcustomers.com/waiting-for-your-cat/)
- [Differentiate Or Die*](https://fishingforcustomers.com/differentiate-or-die/)
- [Will You Deliver By Friday?](https://fishingforcustomers.com/will-you-deliver-by-friday/)
- [A Brilliant Strategy](https://fishingforcustomers.com/a-brilliant-strategy/)
- [Wierdness of Technology](https://fishingforcustomers.com/wierdness-of-technology/)
- [Don't Confuse Response With Return](https://fishingforcustomers.com/dont-confuse-response-with-return/)
- [Zen And The First-Time Buyer](https://fishingforcustomers.com/zen-and-the-first-time-buyer/)
- [This Ad Is So Bad It's Good](https://fishingforcustomers.com/this-ad-is-so-bad-its-good/)
- [Lies Of Omission](https://fishingforcustomers.com/lies-of-omission/)
- [Feel The Need, Part II](https://fishingforcustomers.com/feel-the-need-part-ii/)
- [Feel The Need](https://fishingforcustomers.com/feel-the-need/)
- [Investing In A Bad Economy](https://fishingforcustomers.com/investing-in-a-bad-economy/)
- [The Big Three And The Single Quarter Manager](https://fishingforcustomers.com/the-big-three-and-the-single-quarter-manager/)
- [Where Do You Hide When There's No Place To Hide?](https://fishingforcustomers.com/where-do-you-hide-when-theres-no-place-to-hide/)
- [Advertising And The Renaissance Man](https://fishingforcustomers.com/advertising-and-the-renaissance-man/)
- [Politics, Religion, and Advertising](https://fishingforcustomers.com/politics-religion-and-advertising/)
- [What Do Consumers Call It?](https://fishingforcustomers.com/what-do-consumers-call-it/)
- [One Quick Question](https://fishingforcustomers.com/one-quick-question/)
- [Recipe For Customer Churn](https://fishingforcustomers.com/recipe-for-customer-churn/)
- [What's Your Story?](https://fishingforcustomers.com/whats-your-story/)
- [Reading Comprehension At 70 MPH](https://fishingforcustomers.com/reading-comprehension-at-70-mph/)
- [Wishin' Don't Make It So](https://fishingforcustomers.com/wishin-dont-make-it-so/)
- [Would You Like Fries With That?](https://fishingforcustomers.com/would-you-like-fries-with-that/)
- [The Definition of Marketing](https://fishingforcustomers.com/the-definition-of-marketing/)
- [Monday Night Blues](https://fishingforcustomers.com/monday-night-blues/)
- [Would You Like Fishing For Customers In Your E-Mail?](https://fishingforcustomers.com/would-you-like-fishing-for-customers-in-your-e-mail/)
- [Missing the Obvious](https://fishingforcustomers.com/missing-the-obvious/)
- [The Big Lie](https://fishingforcustomers.com/the-big-lie/)
- [When You Lie To Prospects](https://fishingforcustomers.com/when-you-lie-to-prospects/)
- [Bragging Rights](https://fishingforcustomers.com/bragging-rights/)
- [Passing The Torch (Torching The Past) Part 2.](https://fishingforcustomers.com/passing-the-torch-torching-the-past-part-2/)
- [Passing The Torch (Torching The Past) Part 1.](https://fishingforcustomers.com/passing-the-torch-torching-the-past-part-1/)
- [Relational, Not Relationship](https://fishingforcustomers.com/relational-not-relationship/)
- [Fearing Customers](https://fishingforcustomers.com/fearing-customers/)
- [Hippocrates Golf Lesson](https://fishingforcustomers.com/hippocrates-golf-lesson/)
- [My Father's Example](https://fishingforcustomers.com/my-fathers-example/)
- [Customer Service Equals Two Letter Grades](https://fishingforcustomers.com/customer-service-equals-two-letter-grades/)
- [Yesterday I Noticed A Subliminal Advertising Executive… For Half A Second.](https://fishingforcustomers.com/yesterday-i-noticed-a-subliminal-advertising-executive…-for-half-a-second/)
- [Getting Your Name Out There](https://fishingforcustomers.com/getting-your-name-out-there/)

## Pages

- [Home](https://fishingforcustomers.com/)
- [AI Visibility Audit](https://fishingforcustomers.com/ai-visibility-audit/)
- [JSCode](https://fishingforcustomers.com/jscode-ai-visibility-audit-clean-js/)
- [Blog-Test](https://fishingforcustomers.com/blog-test/)
- [Site Map](https://fishingforcustomers.com/site-map/)
- [](https://fishingforcustomers.com/research/)
- [Thank You for Purchasing tickets to the Most Practical Marketing Workshop of 2025](https://fishingforcustomers.com/thank-you-for-purchasing/)
- [Chuck's Books](https://fishingforcustomers.com/books/)
- [Speaking Appearances](https://fishingforcustomers.com/appearances/)
- [001](https://fishingforcustomers.com/001-2/)
- [Case Studies](https://fishingforcustomers.com/case-studies/) - Examples of marketing strategies employed by Fishing for Customers' Chuck McKay, and the results clients achieved.
- [Who Am I?](https://fishingforcustomers.com/about/)
- [The Personality Prescription Toolbox](https://fishingforcustomers.com/tools/)
- [Chuck's New Book - <i>The Personality Prescription for Contractors</i>](https://fishingforcustomers.com/prescription/)
- [Leveraged Personality](https://fishingforcustomers.com/leveraged-personality/)
- [Shop](https://fishingforcustomers.com/shop/)
- [The Fishing Library](https://fishingforcustomers.com/library/) - Unlike other libraries, you don't have to return any of the marketing materials you take from Fishing for Customers. Help yourself to video interviews, video instruction, downloadable books, whitepapers, and over 250 marketing articles.
- [Bookstore](https://fishingforcustomers.com/bookstore/)
- [Contact](https://fishingforcustomers.com/contact/)
- [Legal Statement](https://fishingforcustomers.com/legal-statement/)
- [Privacy Statement](https://fishingforcustomers.com/privacy-statement/)
- [Terms of Use](https://fishingforcustomers.com/terms-of-use/)
- [Speaking Appearances](https://fishingforcustomers.com/speaking-appearances/)
- [The Worth of a Dali edit](https://fishingforcustomers.com/the-worth-of-a-dali-edit/)
- [Which of These 7 Costly Mistakes is Killing Your Word of Mouth?](https://fishingforcustomers.com/the-7-biggest-word-of-mouth-mistakes/)
- [About](https://fishingforcustomers.com/about-2/)
- [Services](https://fishingforcustomers.com/services/)
- [Style Guide](https://fishingforcustomers.com/style-guide/)
- [Login](https://fishingforcustomers.com/login-2/)
- [Welcome to Fishing for Customers](https://fishingforcustomers.com/welcome-to-fishing-for-customers/)
- [About Our Speakers](https://fishingforcustomers.com/about/speakers-bureau/)

## Categories

- [Uncategorized](https://fishingforcustomers.com/category/uncategorized/)
- [Search Engine Optimization](https://fishingforcustomers.com/category/seo/)
- [Fresh Catch](https://fishingforcustomers.com/category/featured-article/)
- [Tackle Box](https://fishingforcustomers.com/category/free-stuff/)
- [Buying Stages / Sales Conversion](https://fishingforcustomers.com/category/buying-stages-sales-conversion/)
- [Lifetime Customer Value (LCV)](https://fishingforcustomers.com/category/lifetime-customer-value/)
- [Two-Step Marketing / Back End Sales](https://fishingforcustomers.com/category/two-step-marketing-back-end-sales/)
- [Minimizing Risk](https://fishingforcustomers.com/category/minimizing-risk/)
- [Unique Selling Proposition (USP)](https://fishingforcustomers.com/category/unique-selling-proposition/)
- [Customer Education, Expectations, and Motivation](https://fishingforcustomers.com/category/customer-education/)
- [Ad Critique / Classic Examples](https://fishingforcustomers.com/category/before-and-after-ad-critique-examples/)
- [Advertising 101](https://fishingforcustomers.com/category/advertising-101/)
- [Fishing 101 - the "How To" Class](https://fishingforcustomers.com/category/advertising-qa/)
- [Around the Cooler](https://fishingforcustomers.com/category/thought-starters/)
- [Guidebook](https://fishingforcustomers.com/category/alternate-feature/)
- [Trophy Catch](https://fishingforcustomers.com/category/previously-featured/)
- [Ad Testing](https://fishingforcustomers.com/category/ad-testing/)
- [Credibility and Critical Non-Essentials](https://fishingforcustomers.com/category/credibility/)
- [Customer Focus, Retention, and Evangelism](https://fishingforcustomers.com/category/customer-focus/)
- [Market Segmentation, Targeted Marketing, Database Marketing](https://fishingforcustomers.com/category/market-segmentation/)
- [Psychology and Consumer Behavior](https://fishingforcustomers.com/category/psychology-consumer-behavior/)
- [Media, Social Media, and Word-of-Mouth (WOM)](https://fishingforcustomers.com/category/social-media-and-word-of-mouth/)
- [Publicity and Public Relations (PR)](https://fishingforcustomers.com/category/publicity/)
- [Budgeting, Pricing, and Return on Advertising Investment (ROAI)](https://fishingforcustomers.com/category/return-on-advertising-investment/)
- [Image Advertising, Branding, and Positioning](https://fishingforcustomers.com/category/image-advertising-branding-and-positioning/)
- [Advertising / Marketing Strategy](https://fishingforcustomers.com/category/strategy/)
- [Customer Service](https://fishingforcustomers.com/category/customer-service/)
- [Persuasion / Power of Words](https://fishingforcustomers.com/category/persuasion-power-of-words/)
- [Ad Writing / Copywriting](https://fishingforcustomers.com/category/ad-writing-copywriting/)
- [Advertising Schedules / Scheduling](https://fishingforcustomers.com/category/advertising-schedules-scheduling/)
- [Advertising Frequency](https://fishingforcustomers.com/category/advertising-frequency/)
- [Systemic Marketing (TM)](https://fishingforcustomers.com/category/systemic-marketing-tm/)
- [Presentation](https://fishingforcustomers.com/category/presentation/)
- [Video Post](https://fishingforcustomers.com/category/video-blog-post/)
- [Customer Sources](https://fishingforcustomers.com/category/customer-sources/)
- [Planning for Growth](https://fishingforcustomers.com/category/planning-for-growth/)

## Tags

- [Outfield Sign](https://fishingforcustomers.com/tag/outfield-sign/)
- [Professional Reputations](https://fishingforcustomers.com/tag/professional-reputations/)
- [Professional Reputation](https://fishingforcustomers.com/tag/professional-reputation/)
- [Problem Customer](https://fishingforcustomers.com/tag/problem-customer/)
- [Professional Awareness](https://fishingforcustomers.com/tag/professional-awareness/)
- [w-o-m](https://fishingforcustomers.com/tag/w-o-m/)
- [Hundred Dollar Bills](https://fishingforcustomers.com/tag/hundred-dollar-bills/)
- [advertising budget](https://fishingforcustomers.com/tag/advertising-budget-2/)
- [advertisement](https://fishingforcustomers.com/tag/advertisement/)
- [office supply store](https://fishingforcustomers.com/tag/office-supply-store/)
- [advertising](https://fishingforcustomers.com/tag/advertising/)
- [potential buyers](https://fishingforcustomers.com/tag/potential-buyers/)
- [universal bait](https://fishingforcustomers.com/tag/universal-bait/)
- [Presumed Prospect](https://fishingforcustomers.com/tag/presumed-prospect/)
- [Identified Prospect](https://fishingforcustomers.com/tag/identified-prospect/)
- [Core Customer](https://fishingforcustomers.com/tag/core-customer/)
- [database management](https://fishingforcustomers.com/tag/database-management/)
- [Disney Theme Park](https://fishingforcustomers.com/tag/disney-theme-park/)
- [Customer Experiences](https://fishingforcustomers.com/tag/customer-experiences/)
- [Dinner Rolls](https://fishingforcustomers.com/tag/dinner-rolls/)
- [Good Samaritan Van](https://fishingforcustomers.com/tag/good-samaritan-van/)
- [WWII Fighter on Gas Station](https://fishingforcustomers.com/tag/wwii-fighter-on-gas-station/)
- [Non-Verbal Statements](https://fishingforcustomers.com/tag/non-verbal-statements/)
- [Snail Mail](https://fishingforcustomers.com/tag/snail-mail/)
- [Fake Names](https://fishingforcustomers.com/tag/fake-names/)
- [Mike Enlow](https://fishingforcustomers.com/tag/mike-enlow/)
- [Television Script](https://fishingforcustomers.com/tag/television-script/)
- [Cost Of Advertising](https://fishingforcustomers.com/tag/cost-of-advertising/)
- [Advertising Equity](https://fishingforcustomers.com/tag/advertising-equity/)
- [Cooperative Advertising](https://fishingforcustomers.com/tag/cooperative-advertising/)
- [Desired Image](https://fishingforcustomers.com/tag/desired-image/)
- [Window Air Conditioners](https://fishingforcustomers.com/tag/window-air-conditioners/)
- [Cause And Effect Relationship](https://fishingforcustomers.com/tag/cause-and-effect-relationship/)
- [Bonus Pool](https://fishingforcustomers.com/tag/bonus-pool/)
- [Bonus Program](https://fishingforcustomers.com/tag/bonus-program/)
- [Customer Evangelists](https://fishingforcustomers.com/tag/customer-evangelists/)
- [Vigilante Customers](https://fishingforcustomers.com/tag/vigilante-customers/)
- [Violated Expectation](https://fishingforcustomers.com/tag/violated-expectation/)
- [Cash Flow Issues](https://fishingforcustomers.com/tag/cash-flow-issues/)
- [Preferred Supplier](https://fishingforcustomers.com/tag/preferred-supplier/)
- [Marketing Information](https://fishingforcustomers.com/tag/marketing-information/)
- [Client Newsletter](https://fishingforcustomers.com/tag/client-newsletter/)
- [Newsletter Marketing](https://fishingforcustomers.com/tag/newsletter-marketing/)
- [Newsletter Schedule](https://fishingforcustomers.com/tag/newsletter-schedule/)
- [Typical Client](https://fishingforcustomers.com/tag/typical-client/)
- [Client Testimonials](https://fishingforcustomers.com/tag/client-testimonials/)
- [Analects Of Confucius](https://fishingforcustomers.com/tag/analects-of-confucius/)
- [Artist Salvador Dali](https://fishingforcustomers.com/tag/artist-salvador-dali/)
- [Psycho Cybernetics](https://fishingforcustomers.com/tag/psycho-cybernetics/)
- [Xing Lu](https://fishingforcustomers.com/tag/xing-lu/)
- [Chinese Proverb](https://fishingforcustomers.com/tag/chinese-proverb/)
- [Maxwell Maltz](https://fishingforcustomers.com/tag/maxwell-maltz/)
- [Business Shake Out](https://fishingforcustomers.com/tag/business-shake-out/)
- [Deliver Customer Value](https://fishingforcustomers.com/tag/deliver-customer-value/)
- [Changing Customer Attitudes](https://fishingforcustomers.com/tag/changing-customer-attitudes/)
- [Customer Value](https://fishingforcustomers.com/tag/customer-value/)
- [Blue Plate Special](https://fishingforcustomers.com/tag/blue-plate-special/)
- [Two Pants Suit](https://fishingforcustomers.com/tag/two-pants-suit/)
- [Higher Quality](https://fishingforcustomers.com/tag/higher-quality/)
- [Reduced Price](https://fishingforcustomers.com/tag/reduced-price/)
- [Five Guys](https://fishingforcustomers.com/tag/five-guys/)
- [KFC's Reusable Containers](https://fishingforcustomers.com/tag/kfcs-reusable-containers/)
- [Gallery Furniture](https://fishingforcustomers.com/tag/gallery-furniture/)
- [Rexel Electric](https://fishingforcustomers.com/tag/rexel-electric/)
- [Minimizing Risk](https://fishingforcustomers.com/tag/minimizing-risk/)
- [Media, Social Media, and Word-of-Mouth (WOM)](https://fishingforcustomers.com/tag/social-media-and-word-of-mouth/)
- [Customer Service](https://fishingforcustomers.com/tag/customer-service/)
- [Media](https://fishingforcustomers.com/tag/media/)
- [Social Media](https://fishingforcustomers.com/tag/social-media/)
- [and Word-of-Mouth (WOM)](https://fishingforcustomers.com/tag/and-word-of-mouth-wom/)