Fishing Where the Fishes Are: Learn How to Catch the Right Rural Customers
There’s a legendary story about US bank robber Will Sutton. When asked by a judge why he robbed banks, he famously replied: “Because that’s where the money is.”
Sutton wasn’t a marketer, but his logic was flawless: fish where the fish are. Yet, most rural marketers I encounter are still practicing the equivalent of seabed trawling—burning through cash, casting wide nets, and hoping for the best.
Instead, you need to fish smarter, not harder. Use a fish finder, not a blindfold.
Let’s stick with this fishing analogy because it has plenty to teach us about rural sales and marketing success.
- Know Your Species
If you don’t know your Ideal Customer, you’re fishing in the wrong waters.
Ask yourself:
- Where do they congregate?
- What bait do they bite on?
- What habits and behaviors do they exhibit?
- When are they hungriest for your solution?
The better you understand your species, the sharper your strategy will be. For example, dairy farmers may be focused on R&M between April and June, while sheep farmers might be thinking about lambing season or shearing schedules. Timing and specificity are everything.
- How Many Lines Do You Have in the Water?
Putting one lonely line in the water limits your catch. No lines? No fish.
This is where I introduce my clients to the “5-Legged Stool” approach. Think of your lead generation as a stool: one or two legs aren’t stable, but five give you balance and sustainability.
My own five legs are:
- Email Marketing (direct, measurable, and invaluable)
- Blog Content (organic authority builder for Google rankings)
- Industry Conferences (networking goldmines)
- Podcasts (personal and intimate for niche audiences)
- Media Columns (credibility builders that reach specific audiences)
The top two—email and blogs—are non-negotiable for anyone serious about lead generation. Why? Because they’re assets you own. Unlike social media accounts, they can’t be taken away, throttled by algorithms, or held ransom by paid ads.
- Are You Using the Right Bait?
Different fish take different bait. You wouldn’t try to hook a marlin with trout lures, would you?
The same applies to rural customers. Understand their motivations:
- Are they driven by cost savings, efficiency, or innovation?
- What problems are they desperate to solve?
- What language do they use to describe their challenges?
Tailor your messaging to align with their needs and triggers. If your marketing isn’t getting bites, chances are you’re using the wrong bait.
- What Time Are You Fishing?
Timing is critical in fishing—and sales.
Certain customers may be ready to buy at specific times of the year, such as:
- Budget cycles: When financial decisions are made.
- Seasonal downtime: For example, dry-off season for dairy farmers.
- Post-harvest periods: When arable farmers assess equipment needs.
Know when your prospects are most receptive, and cast your line accordingly.
- Are You Presenting the Hook Correctly?
The way you present your bait and hook can make or break your catch.
- Don’t hide the hook: A website overloaded with aggressive pop-ups or salesy messaging is a turnoff. Your bait—valuable content—should feel generous, with the hook (your call to action) subtly placed.
- Don’t forget the hook entirely: A blog post without a clear next step (like an email sign-up or consultation link) is a wasted opportunity. You need a way to continue the conversation.
Your hook is only as good as your presentation. Make it irresistible.
Tight Lines, Targeted Results
Newsflash: Not everyone is your customer. And that’s okay.
Sea-bed trawling for leads is expensive, time-consuming, and unproductive. Worse, it clogs your business with the wrong customers—ones who drain your resources and distract from the ones you want.
Instead, focus on:
- Studying your ideal customer.
- Choosing the right fishing spot.
- Using targeted bait.
- Casting your lines at the right time.
Like the best fishermen, stay patient, consistent, and deliberate.
Tight lines in!
