“Fish where the fish are”

It’s a wonderful phrase.

You hear it often in this here industry of ours: it’s a ‘quick win’, an ‘obvious’ way forward – you do a spot of audience analysis, find out where people are talking [about you] and then go and make them buy stuff, right? Simple.

Except, it’s not that easy.

There’s more to it than that.
Much more.

First you need to make sure you’ve got the right equipment: is the line strong enough for the fish you’re aiming to hook? Have you got the right bait? Have you brought enough bait? Scratch that, do you even need bait? Perhaps a spinner will work in its place? What hooks will you use?

Hell, have you even organised a boat?

Once you’ve got your kit sorted, then you need to hone your technique: how do you cast? How long should you wait? What do you do when you get a bite? Do you reel in immediately or take your time and let the fish come to you? Again, all things that you need to consider.

Like any good fishing trip, you need time and you need patience. You’re not going to catch Jaws overnight (you might, there is such a thing as beginner’s luck). But know how long you’re going out for and know what fish you’re trying to catch and, crucially, how many fish you need to catch to put a smile on your face.

Moreover, why are you here? Are you fishing for game, or for your supper? How dependent are you on this next catch? If I give you a fish now, would that be OK? Or would you rather work at it and catch it yourself, later?

Remember, in nearly all instances, chance favours the prepared mind and fishing where the fish are is all well and good as long as you know how.

Be prepared.

Go fish.