You can buy a lot of fish for $700

$700 fishing waders

For fish or for life experience?

While shopping in a fly fishing specialty shop today I came across a pair of GoreTex waders that ran about $700.

I said, “Man, you can buy a lot of fish at the store for $700,” which is true. You could buy about 300 pounds of Colorado trout for that. So, why would you spend $700 to catch a few fish?

Because the ultimate goal of the purchase is not to have more fish in the freezer. Instead, you’re buying this outfit because you want great fishing experiences.

You want to be out in the woods, the quiet, standing in a river with just a simple rod, some line, and a fly. You want to spend time casting, listening, reflecting, and yes, reeling in a few catches. You want to have a great experience that refreshes, relaxes, and invigorates.

In the end, the question isn’t how much would you pay for a few fish–it’s how much would you pay for the promise of life refreshment and adventure.

How does your website position your products and services in light of delivering life experiences? What are the underlying motivations for your online customers? If you can figure this out, you’ll get a lot more fish in your bucket.