Hooking the “Big Fish”

The difference between generating leads and generating QUALIFIED leads is all about the “bait” you use to “hook” those leads in the first place.

To attract a fish, a fisherman will use different types of lures and bait depending on where he’s fishing, how deep the water is, what the time of the season is, etc. The same holds true for attracting clients, customers and patients.

Different lures will attract different prospects. Fishermen will buy THE latest and greatest lures and bait. They will do whatever it takes to hook that “big fish”.  The right lure dangled in front of the right fish at the right time catches him every time.

When developing an ad or a marketing promotion, what are you using to “lure” the customer, client, or patient to you? If you look at the majority of ads, you will see most businesses are using no “bait” at all. They think just by casting their name in the water, they can reel in new prospects. But there has to be something on that hook to get them to bite. It needs to be fat and juicy, and enticing.

Think about this the next time you market your business. Ask yourself what you could offer as “bait” to attract that new client to you.

Make sure your “bait” is relevant to what you do. In other words, if you are a dentist, don’t offer a free football to get a new patient. There is no congruency there and you will attract unqualified leads. You don’t want to attract those people who are only interested in the football and if this is your “bait” you are certain to get your fair share.

You want to attract patients who need a dentist. Maybe your “lure” is a

    • free x-ray
    • a discount on teeth whitening
    • 50% off your first cleaning
    • or any other related offer

The point is to make the offer relevant so you are attracting the right type of prospect.

In the end, remember “fishing” for new clients, patients and customers takes patience and time and with the right type of “bait” you can land those “big fish”!

Author: Kathy Jiamboi

Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.


  1. And all this time I thought the ending of the quote was…teach him to fish and he will eat for a lifetime! On a more serious note, you have made another great point about the importance of using a relevant promtional “hook” while direct response marketing. Thanks again for all your great marketing tips!

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