Baiting the hook
When you enter the arena of promotion - advertising, PR, below- the-line - you are competing not only with your peers but with a host of other distractions that assault your prospect’s mind and eye. So you have to attract, engage and hold the attention very fast.A bright idea is not good enough. The lure has to be relevant to the target at the right moment in the right medium; it has to motivate, persuade, appetise and be remembered.
As any fisherman will tell you, there’s more to fishing than dropping a line in the water. He will be specific about his prize, and plan how, when and where to find it. It’s all in the strategy.