By Nick Smith
It occurred to me that this billfishing-with-lures thing we do is a lot like what I’ve done most of my life in the automobile business. It’s about attracting customers and eventually closing the deal. The oldest marketing adage in the book is AIDA. It was coined by some marketing genius way back in the late 1800s. It stands for: Attention, Interest, Desire, Action.
Isn’t that exactly what we’re trying to do with our spread of teasers or lures? These hunks of plastic and rubber have to accomplish AIDA and do it consistently for us to have success with the billfish that we pursue so fervently.