I just back from a trip to Hilton Head island (on the South Carolina Coast) where a shark fishing morning clearly showed me that shark fishing is exactly like online marketing.
Really.
It has nothing at all to do with me wanting to talk more about shark fishing. 🙂
Gear-up for the Local Conditions
I live in Atlanta, so I don’t fish off the Atlantic coast too often. However, I have been there before, and it helped me know what gear I needed to bring this time.
Last time I went to Hilton Head, I didn’t know what I needed so brought a lot of tackle. Very touristy. I lugged my big tackle box down with me to the beach every day, but never really pulled anything out of it. I was actually only using the same basic set-up all day, and just throwing cut bait.
All the lugging did for me, was compromise all the lures and gear in my tackle box. I got sand in everything and the sun just beat down on it mercilessly every day, for no good reason. A lot of undue stress and wear-and-tear on stuff I wasn’t even using.
On this trip, I learned from my previous mistakes. I went through my tackle ahead of time, and pulled out only the weights, hooks and steel leaders I would need. I took a bait knife, to cut the squid. I took a pliers, to pull hooks from shark jaws. I even took WD40 this time because last year, my pliers got corroded in the salt air and made it tough to open them. I didn’t like the alternative, of using my hands to take the hook out, so keeping the pliers functional was a must. I put in a couple hand towels, because even without reaching into sharks’ mouths like a hero, it always gets really messy. Flashlights, sun block and bug spray and some extra line. I put all this stuff in two ziplock bags, then put the ziplocks in a nylon bag and left my tackle box at home.
I had one salt water rig (pole and reel), so I got new line for it (20 pound test) and oiled it up. Got it working well, with a full spool of new line to get me through the week.
In a word, I was prepared with specific gear for this specific trip. The kitchen sink stayed home.
Based on what I encountered before in Hilton Head, I knew this time around what I needed to increase my chances for success. I cut out the extra, and made sure my stuff-to-be-schlepped was efficiently considered. I hit the beach with only what I needed, all of it well protected from damage in the sun.
Use Experience to Reduce Investments
I knew from the last time I was fishing here that I could throw cut squid into the surf, and likely catch some sharks. I had learned how to cut the squid and get it to stay on the hook from a guide we hired on the last trip. I knew one bag of frozen squid would last us all week unless the fishing was crazy good. On the last trip, I bought way too much squid and had to give away bags of it when we left.
I also got some frozen shrimp this time, because I know from experience in Florida that shrimp are pretty much a go-to bait in any body of saltwater. I had never used them here, but figured they would be a decent bait to try if the squid was not being effective. Figured they might get us smaller fish we could use as cut bait.
I was able to use the money I saved on excess squid to pay for the shrimp, and still paid less overall than I did last year for bait, for fishing a couple more days this year with more people.
My experience allowed me to reduce the investment without affecting the number of casts I could throw. Actually, because they were headless, the shrimp proved to be harder to keep on the hook than the squid (plus, small fish nibbled them down)…so I had even more casts than I anticipated – but spent less to get them.
This year, I also knew a party boat would not give me the fishing experience I wanted. Last year, I hooked into a 6-7 foot shark on a party boat, but the gear on these boats is made for people who don’t fish – I found it frustrating, and pretty dopey. Like using a telephone pole and cables to reel in a car.
Overall, I spent considerably less money to be fishing much more often on this trip than I did on last year’s, with more people. Used the savings to increase more fishing opportunities and also to enjoy other, non-fishing vacation fun…let me repeat: they made ONLY cupcakes.
Be Willing to Adapt
Last year, when we were throwing squid out into the surf we caught little black tip shark pups – lots of them. It was on almost every cast for a while – just lots of little shark action over the whole trip.
This year, we didn’t catch any. Didn’t see that coming at all, and it took us all by surprise. No telling why – but there just weren’t bunches of little shark pups waiting to be caught this time, even though we were prepared. Despite the numbers and data to support otherwise, squid was falling flat.
The shrimp allowed us to catch some Whiting – which are little fish common on the shore – but even these were few and far between. Personally, I didn’t catch one, but my son and his friend Trey did. On the third one they landed, we used my bait knife to throw out pieces of the Whiting as cut bait. One piece I pitched out there got a decent hit, but nothing noteworthy.
As I stood there in the surf not catching anything but a tan, a man came down the beach and asked how I was doing. He said a guy down a ways had caught some huge Cobia over the last couple days. He was also surf casting like me and the boys, but he was taking the Whiting he caught, re-hooking them as bait and throwing them back out, live and whole. He said the Cobia came in an hour or two, every time…they always just grabbed the bait and ran and jumped and thrashed and eventually broke off – but it made me want one, real bad. All that running and jumping and thrashing sounded like exactly what we were after.
We had not been using the Whiting like this, and my cut bait approach was not getting results though it always worked in the past. Neither was the squid, even though last year, I couldn’t miss with pieces of cut squid. Nature: 2; previous experience: 0. The shrimp was working for the boys to catch Whiting though, so the next one Trey caught, he re-hooked like the guy suggested and threw it back out.
And in a little less than a hour, he yelled as the rod doubled over, and a 5-6 foot shark rolled. The shark jumped and thrashed violently, and the line broke. It was really exciting, but short-lived. Luckily, we all saw his fish, too, which made it better.
Let’s review here: none of the things I thought would work, worked. It did not make us stop fishing or anything, but it made us adjust what we were doing to increase the likelihood of success. Trey hooking into that monster was great – it made the day really exciting, and the fishing adrenaline go to full-boil.
But most importantly for me, there was now a method I could see that worked. Unfortunately, it seemed to require Trey or my son catching a Whiting for me since my fat, cupcake-filled butt couldn’t seem to catch anything at all. Even here though, I was willing to adapt.
Patience, Grasshopper…
We were on the island for a week, and fished almost every day there. This did not stop me from never catching anything – but I didn’t mind. I like fishing as much or sometimes even more than catching, so it works out well for me. And there were cupcakes.
But despite the achieved Zen and the delectable butter-creme frosting, on our last day, I secretly hoped I could do better. Little did I know, I would soon do much better than I had hoped.
We packed stuff, and then returned to the beach for one last morning before heading back to Atlanta. We spent a lovely morning there – but nary a nibble for hours on end.
Trey gave me a Whiting he eventually caught as our time wound down – turned out to be the only one of the day. We were running out of opportunities yet he was gracious enough to give me the lone baitfish so I might catch something. I was not too proud to accept it, either.
I put on a slightly longer steel leader (because Trey’s shark had broke-off on a smaller one) and a larger hook for the Whiting. I threw it out in the water, and went back to stand on the shore, hoping for something to end the week with. I thought Cobia, but was fine with anything.
In about 30 minutes, I felt the Whiting wake up, and start to swim frantically. I told the boys to watch, and reeled down the slack, lowering the tip of the rod. I yanked up to set the hook, hard. The rod doubled over, and I felt the weight of a very powerful fish as I tried to turn it around under water.
And it was on.
For the next 45 minutes or so, I wrestled with this big fish (safely from shore, of course).
He broke the surface more than a few times (so we saw it was a shark), but mostly just drove out. I would reel him back in, and he’d do it again, reel screaming-out line, the drag (and me) frantically holding on.
The rod I had made this really fun – as did the fact I had 20 pound test, while trying to land a fish easily over 90 pounds. If I tried too hard, I would lose it. I needed to keep playing it, gently, or the line would snap.
However, I did not count on my reel being grossly outmatched here – it took the brunt of the stress, and ended-up conking-out on me. I think the gears wore down in it – I got to a point at the end, and simply could not use it anymore…but it held.
Unfortunately for me, this was at a point when the shark was still a few hundred yards out in the surf. So I started backing up, pulling him into shore. I had to again move slowly, or I would accidentally break him off. But I had a clear path and it was low tide, so there was a bunch of beach behind me.
I ended up causing a bit of a fuss on the beach with all this commotion, and the Beach Patrol came to watch. I pulled the shark about 3 feet from shore (I was waaay back on the beach). He was exhausted, and I was too. But then I tried to yank him onto the sand, and I snapped the line.
People came up to me saying they were sorry I lost him after such a long fight – but I did not want to land the thing, really – I had no way to deal with a shark. I left all my tackle at home, and even with it, I had nothing to make a monster like that submit. I wasn’t going to eat him or anything, or keep him. I had tried to get him on shore, but had no idea what I would have done once he was there, so it was better this way.
Totally fine with me – he ruined my reel, and I gave him a workout to remember – figured we were even.
Even free from my line, he was dazed and tired for a few minutes, before he flipped tail and went back out to sea. He was OK, and would live to eat more Whiting.
The Beach Patrol came over and told us we couldn’t fish anymore that day, which was fine – we were leaving anyway, now a bit later than we had planned. (They don’t want you to catch sharks, which I respect.
Doesn’t stop them from being there though, and I am not trying to hurt them – just catch them for a little while if the Cobia are less willing to play.)
There was only about 10 yards left on the spent reel, which remain there today. I removed it, so it’s like a trophy for me. The rod held up like a champ so I’ll use it again, but I learned that next time, I need a stronger reel if I am going to go after these bigger fish.
Makes for a great memory anyway, and the trophy serves as proof. The reel was well worth the expense to me…and infinitely less expensive than even one seat on a party boat would have been.
Let’s think of this a little like my metaphor should imply.
I planned for success, based on something that had worked in the past. My plan did not work, despite being well budgeted and well implemented. Unwilling to bail, I adapted.
Current situations changed the viable and known tactics, and had I not adapted, I would have left (clutching my data) skunked.
I listened to what was happening around me, and acted on it.
I used the help of others when I could not do it all myself.
I traded the telephone pole and the cable deal for something more specific and meaningful, and ended-up with a fishing tale I will have forever. I pinpointed my approach, waited, and eventually connected in a very meaningful way.
If you do land a big one, expect the Beach Patrol to come and shut you down (cough *G-word* cough).
I’ll probably get down to Florida soon, so I’ll likely be able to figure out how other fishing is just like something else. Until then, feel free to give me a call and get me out on the water for some business advice…who knows what we’ll catch. Until then, swim carefully – especially if you look anything like a Whiting! 🙂
There is a great post Geordie wrote a couple weeks ago on PPCblog.com about building lifetime customer value. (in case my link doesn’t work, go ahead and paste this: http://ppcblog.com/building-lifetime-customer-value/)
I have talkedbefore about how much I like Geordie’s style of writing – he has a lot of great experience and knows how to get to the meat of making money, and staying profitable. Had the pleasure to co-write an article with him, and his technical deftness is also top-notch – but you’ll see that quickly.
This post comes soon after a huge shake-up for many online professionals, so I think it is particularly relevant and worth a read. When finding new customers is always going to present unique challenges, being able to serve more to the ones you already have is invaluable.
This post also shows you the kind of teaching/writing style Geordie uses. He is more personal inside the forums, but it is the same direct, no BS approach with suggestions you can really use. PPC is one online marketing oasis many webmasters are seeking as organic becomes even less predictable, so get on their membership waiting list. The community doesn’t appear to be accepting new members right now, but things always change. They maintain a limit, so it doesn’t get weak. I would put in your interest if this is something that appeals to you. I can talk from personal experience about how valuable I think this community is – in fact I have. Twice. 🙂
image borrowed from http://www.purposeinc.com/pwp/geordie-carswell
I don’t often talk directly about my clients here on the site, but I am working right now with some new folks who are training and selling bed bug sniffing dogs and thought it would be worth sharing some information on them. I think they’re doing some cool things anyway – so buckle-up, give it a gander and see what you think.
What is a Bedbug Dog?
I’ll be honest: when I first heard about this, I had no idea what to think…but I am learning. 🙂 I found out a bedbug dog is a dog that is specifically trained to sniff-out bedbugs. In the same manner that a dog might be trained to lead the blind, locate a cadaver buried in the woods, or find the pot stashed in your luggage, so to can they be trained to find these pesky little intruders.
A bedbug dog might be any number of breeds – though Labrador Retrievers and Beagles seem to be among the more popular choices. My new clients (the good people of ACES) tend to prefer labs for this work. ACES Master Trainer says that these dogs have a natural temperament and great disposition for this type of work. Trust me when I tell you their work ethic is pretty persuasive…but I love labs anyway, so had no reason to question this logic.
ACES looks for dogs from about 8 months old to 3 years old to select them for training. They personally vet the dogs to ensure they display some of the traits (obedience, intelligence, etc.) of the best workers – but not every dog makes a good bedbug dog.
How Do Bedbug Dogs “Work?”
ACES primarily serves hotels and the hospitality industry. However, residential folks also might call upon a service like this, if they have reason to believe they might have an issue.
Discreetly, the ACES team shows-up at the place being checked – the team being a minimum of a bedbug dog and its handler. The team will enter a room and systematically make sure that there are no live bedbugs in it anywhere – and that is one thing I thought was really cool…the dog’s ability to sniff out any problems (ignoring false positives) – even through a wall! The handler will lead the dog around the room, and if there is a scent of live bedbugs (be it in the bed, the carpet, the walls), the dog “Alerts” on it (sitting, or “pointing”) – signaling that the handler needs to perform a more detailed visual inspection. If the live bedbugs are found, then the room can be properly treated.
The bedbug dogs ACES uses could tell the difference between live bedbugs, and dead ones. ACES said the live ones have a scent that dead ones lose – so if a dog alerted to a pile of dead bugs, it would be because a live one has passed by numerous times, leaving the scented trail. But I saw the dogs completely ignore the dead stuff, but they did not miss the live ones. I think this is pretty cool – and from a hotel or homeowner’s perspective, dead bugs are nowhere near the issue that live ones are.
Who Buys Bedbug Dogs?
I learned that many pest control officers buy these dogs so they can offer more services to their customers. But interestingly, I also found out that many entrepreneurs also buy bedbug dogs, commit to training, and then open a business to offer the service. (that’s what the title of this post means) It is certainly becoming a more popular way to handle the growing bedbug problem, and more of the larger cities in the US are seeing the emergence of bedbug detection and treatment service providers.
The dogs I saw working were amazing animals: they were smart, happy, and extremely well disciplined. But they truly loved their work – they do it purely for reward (treats) and hearing “Good Boy!” when they do well.
Though the handler’s role is very important, ACES proved it was the dog doing everything by having a kid serve as handler, and the dog worked like a champ anyway – the normal handler was not leading the dog, or helping at all. The live bug were hidden in different places (once, next to a gasoline can to throw off the scent) but the ACES dogs found the live bedbugs every time.
Hope You Never Need a Bedbug Dog
While I was impressed by the way these dogs went to work and what they could do, I sincerely hope none of you ever need to call on ACES or a similar service to come and find the bedbugs in your home or establishment. Bedbugs are nasty little things, and their bites hurt. While it is best you never deal with them at all, if you do run into a problem it is a good thing these dogs are highly trained.
Bedbugs are not caused by a lack of cleanliness. One final thought before I move back into the exciting world of SEO copywriting as my motif, is that bedbugs have nothing at all to do with a room being clean or not – they are simply insects that travel a lot, and might hop a ride in your luggage or something, and set-up their home when they get to yours.
If you are dealing with a potential bedbug problem, ACES tells me the best thing is to get in there and treat it early. Don’t ever be ashamed or embarrassed (it’s not your fault) – be aggressive. Call ACES, and have one of their bedbug teams come out and see what they can find. Hopefully, nothing. But if a bedbug dog alerts, at least you are then on your way to finding the bedbugs and getting rid of them, once and for all.
**UPDATE**12/22/12
ACES had some changes since I initially wrote this post, and the food-driven aspects of bed bug dog training I talk about up there, are not the ones employed by their current senior trainer, Ray Figueroa.
Ray believes in toy training his bed bug dogs and after seeing the difference, I am a believer myself. Here’s a clip of Ray talking about how he selects bed bug dogs to become an ACES Lab:
With food trained dogs, they are driven by hunger while a toy drive dog seeks for toy rewards. I also saw all the food-drive dogs being led to the places they needed to seek – whereas, a toy-driven dog just runs his work all on his own…it is a huge difference in the way the animals work, very clear to see.
I shot a video of a dog at ACES doing a couple simple training exercises, but you can see it in how this dog works – there is serious drive, and focus going on here. Toys win!
ACES is offering bed bug dog services in the greater Atlanta area for bed bug detection, and selling toy-trained bed bug sniffing dogs to people all over the country. There are testimonials and videos of dogs in action on the site, so if you have a need for these specialized canines, I highly recommend ACES to you. Still. 🙂
Maybe you know about the trial happening right now for James Arthur Ray. He is on trial for 3 counts of manslaughter. Three people who believed in James Ray paid for it with their lives, and now it is time for the courts to decide if Ray is guilty.
I personally think James Arthur Ray is a cold-hearted manipulative monster, who actually led four people to die through his ignorance, greed and vanity…not just these three innocent victims (I will not forget what I see as his center role in the death of Colleen Conaway). I hope that justice is for once, swift, and this bastard pays with a life spent behind bars. It won’t even the score by any means – 4 good people will still be missing, and he won’t be – but I hope it does offer the families of his victims some form of relief, watching this beast get locked in the cage he deserves.
The trial started on March 1st, and is being offered in live video feeds and news streams. I was going to write something about it, but I am not as well informed as many people are on this matter – so I want you to go to them to learn more about it. My own thoughts on it are simple: guilty – lock him away forever. But there is of course, much more to it.
Visit the Salty Droid’s Blog
On the Salty Droid’s blog, Ray has been a topic of discussion since this whole thing started. Not only is the fake robot himself perpetually in a full-on attack to the monster known as “Death Ray,” but there are many very intelligent folks that have chimed-in along the way with additional background and evidence, as well as ongoing support for the victims’ families. These folks are now commenting on the trial and offering insight and links to help shed more light on it all. The comment thread is already over 650 strong, and it will continue growing as the trial continues.
The ‘droid has really created a great resource here for James Arthur Ray trial updates. Expect potty talk and lots of stirred-up passions. There are audio and video clips, he is doing day-by-day summary updates, and like I mentioned – the comments have some really interesting stuff too – some of those offering opinions are really super-sharp folks.
I applaud ‘droid for his work here, and in hammering on other assholes that take advantage of innocent believers. We need more fake robots, willing to take a stand. In the meantime, go catch-up on the JAR trial.
And I am sincerely looking forward to you rotting in Hell, James Arthur Ray. Can’t wait to watch you pay for what you’ve done.
Lately, I have had more than one occasion where an aspiring young writer asks me some questions about creating an invoice for their copywriting or SEO work. This page is going to serve as a dump for information about creating an invoice for whatever, and I’ll drop in a link to resource templates too, so you can skip to them if that’s all you need.
Why You Create Invoices
You create an invoice to bill a company for the work you do for them. They receive it, approve it, and put it into their payment cycle. The duration of each one is one of those things that depends on the company you are dealing with, but no matter how they handle it, many companies want an invoice to complete the project. You send this after a project to mutually agree you are finished, and you are now waiting to be paid.
They will use the invoice on their end to complete internal paperwork – assigning the value to a specific department, or sometimes a specific representative.
You will likely use it for record keeping too, but maybe just in an e-format.
Because both parties will use this document for tracking purposes, the information in it must be kept clear, and straight-forward. Offer exactly the information you need – nothing more, nothing less. The following things are going to be pretty standard things in the invoice information:
Your company name and contact info in the header and footer. The mailing address is important – a lot of people will mail your checks to you. Also, the phone number/email is important, because if there is an error or something they need to be able to reach you quickly to sort it out. Every day the mistake exists is another you are not being paid.
Their company name and specific contact information e.g., “Attn: Paul Jones.” The specific contact is used to identify your contact in a larger company – it is a good thing to know. They’ll often shuffle it around and get people to sign it – so be on the ball, and know where it needs to go.
A specific invoice reference number – one that is unique.
The description of the services/deliverables, potentially itemized. I like to keep this pretty general and simple…so something like “50 pages of original content and research @ $75/page – $3750 total project fee” or something like that works. Put the itemized things in the left, the right column tabulates all the individual items being invoiced.
Any additional costs/considerations/notes. If there was scope creep, delivery charges, outsourced talent or something off the grid of what you originally determined to be the project, state it if you want to get recognized and paid for it. All of the phone calls in the world don’t hold the same power as a written, signed invoice. Put it in writing.
A total now due. Make this a very clear number using a font that is big, red, bold, exciting – make it work like a fork jabbed in their eye. There should be NO DOUBT how much they owe, and when. That is the only purpose of this document, so make it work.
Payment preferences. You can state how quick you want the turn to be – I state net-10, meaning within 10 days of my final approval, they need to pay me. The common deal with bigger companies is closer to net-30 – this is important to know when you are just starting out. Demand all you want – but it doesn’t mean much to stomp your feet. It is truly better to wait it out, painful as that can be. Way back a long time ago, I actually had a client owe me over $10k for a month’s work because they were pushing hard quickly, and I was simply working hard to meet it – but when I balked to get paid in the middle of the second month (yeah-$10k+ is a LOT of dough, and my bills weren’t waiting), they “paused” with me to work it out and hired someone who was evidently more patient. The terms of our agreement stated I was to be paid every two weeks, yet I was 8 weeks in, and still waiting for an installment. They were never waiting for copy though – I met my deadlines, and their client loved my work. I could have simply shut-up and knew I’d get my money eventually – but I made a stand (sticking purely to the terms of our agreement) and essentially got moved aside. I got paid in a few weeks, but this was the last time I worked for them for a while. It meant more to me then – but in retrospect, the additional $10-20k I could’ve earned for another month would’ve been nice. Not to mention the additional work from this connection I likely flushed away with my indignant (however justified) “demand.” I was right according to our agreement, but who cares – I still got all-but-fired, and they didn’t call me again for almost a year (but they did – they always come back!). We made nice, and I eventually had more work on better terms with them, but it was definitely cooled-off for us both for a while. Learn from my mistake…stay on the job, get paid, and don’t leave your fences in a state needing attention. Act like a grown-up. I was mad, so handled this worse than I think I would’ve if I was not angry. It was years ago, but became a lasting lesson.
Creating an Invoice for Freelance Copywriting or SEO Work
Now that we have covered the basics in “why” you do this stuff, it’s time to look at the “how.”
Great news – you need to know nothing, and everything is free. Just grab the right template and Go.
When I make invoices, they are done in Word documents or Excel spreadsheets. I create them as a template (much like the Google ones), edit them with the specifics of the project and save them as a document and then create a pdf to send the client. You want to pdf them, so the client can’t change something on-the-sly before a signature or something creepy like that. It happens – sorry. But also keep it in editable format, as there might be something you need to change later and it helps you to not start over from scratch every time.
So that’s it really – use that link, and find a service-oriented invoice template you like. Save it as a template, and create all your invoices from the same one. If that is in any way confusing, email me directly, and I’ll help you sort it out.
Creating an invoice is a necessary skill to know if you are to be working for yourself at any point. But they are so frighteningly easy, it makes no sense to fear them. And needing to create an invoice is a great thing – it means you’re about to get paid!
Later edit: a Blank, company-less invoice template
Had more than a couple comments and questions about what to do if you have no business, and need an invoice – the short answer, is you do the same thing, just substitute your personal info where the company info would have gone. Just to keep it easy, I made you guys a little blank template you can download and modify: invoice-no-company-blank
I live in Atlanta, so I don’t fish off the Atlantic coast too often. However, I have been there before, and it helped me know what gear I needed to bring this time.
For the next 45 minutes or so, I wrestled with this big fish (safely from shore, of course).
However, I did not count on my reel being grossly outmatched here – it took the brunt of the stress, and ended-up conking-out on me. I think the gears wore down in it – I got to a point at the end, and simply could not use it anymore…but it held.
