If you think times are tough, imagine what it’s like running a crab boat mid-Winter in the Bering Sea. Rough waters. Bone-chilling cold. Seemingly endless days and nights running together spent dropping then hauling pots from the depths.

Sometimes you hit the crab and the bountiful reward inspires jubilation.

Other times you come up high and dry … nothing to show for your efforts.

That’s the premise of the long running hit TV show on Discovery Channel, “Deadliest Catch.” If you haven’t ever given it a look-see, you may want to check it out. There are plenty of inspirational moments, not the least of which involves following the lives of captains and crew as they attempt to live out their dreams of seafaring prosperity.

The key to their success lies on two key factors:

1) Picking the right location to find the ever-crawling masses of crab.

2) Putting down the pots with just the right bait at the right time.

In reality, it’s like any business. Target marketing is all about selecting the right market and niche – you can’t afford to comb the entire ocean of possibilities before you. And once the right market is identified, you need to offer just-the-right-bait to lure them in to close the deal.

Matching the right bait (offer) to the right market (your prospect) is critical to acquiring customers in this economy. Becoming a master at target marketing will help keep your business above water.

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