In the wintertime, fishing isn’t very good. But once it starts warming up, I have a field day out here on my lake. There’s nothing as relaxing and enjoyable as bringing in a few nice bass, especially if you’re out there with your buddy, or as I am often, with one of my kids.

But there’s another fish you’ll pull in every once-in-a-while, and you don’t want to catch those at all. They’re called catfish and when they get your hook, they usually swallow the entire hook right down to the bottom of their belly, so you either need to cut it off… or rip it out — neither of which is very appealing or enjoyable.

The catfish, you see… is a bottom-feeder. They lurk along the floors of the lake, grabbing whatever comes their way — usually what none of the other fish wants.

And believe it or not, in business, many people wind up wasting their time trolling along for catfish, tossing out bait that leaves them with nothing but bottom-feeders as customers.

Do you know what kind of bait you use when you want to catch bottom-feeders?

Simple, you use the bait of “low prices.” See, if you’re competing based on low prices — even if you are the cheapest guy in town — sooner or later, someone else is going to come by who’s willing to work for even LESS money. And if your entire platform was “low prices,” then where does that leave you?

Plus, guess who you attract when you’re tossing “cheap” out at the end of your line?

Duh — cheapskates! These folks will NOT be loyal to you and you will have nothing but a lifetime of headaches trying to make them happy. They will nickel and dime you to death about everything and you will be filled with nothing but regrets.

And as you know, it is FAR better to fill your pockets with cash… than fill your heart with regrets.

Have a good weekend.

Now go sell something, Craig Garber

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