News

The (Baited) Hook

As one deeply involved in all levels of communication and “marketing” his entire business career, I have never been fully comfortable with the concept of “the Hook” as applied to “catching customers” in whatever niche “pond” my company was “fishing.”

Why? Because in fishing, the whole idea is to deceive, while in developing honest marketing tools, such as you’ll get with a Unity Business Solutions website, the whole idea is to “catch” potential customers’ attention so they can make informed decisions to use your products or services for their benefit (which will also benefit you). This produces an honest win-win relationship, and isn’t that what you really want?

So let’s not kid ourselves. What part of fishing is win-win? Certainly, it’s not for the fish! That’s why we use bait to “hide” the hook. And why, especially with bass fishing, we call our baited hook a “lure.” As a verb, “to lure” means “something that tempts or attracts with the promise of pleasure or reward.” To “lure” someone may not be an honorable activity. But in fishing, successful “lures” are prized and sell for big bucks.

So, do we want “hooks” in website development and design? Yes! Do we want to encourage successful branding (as part of the “bait”), and do we want riveting content as an irresistible “lure”? Absolutely! But do we want to merely “catch fish”? Ah, here we have to say “yes and no.” Read my title again. We will bait your “hooks” with original design and the best of written content. But the goal will never be to deceive you or your customers. In fact, we know you don’t just want a million “surfing hits” per month. You want to “catch” the attention of intelligent seekers who will qualify themselves and then become your customers because they have found what they need, presented artfully, creatively, and honestly.

And that’s win-win fishing at its best – and with the right bait! You cannot lose, and neither can your customers!