When a ship is preparing to dock at the pier, or alongside another vessel, the lines needed to secure the ship are thick and heavy.
These lines need to hold the ship that weighs thousands of tons securely to the pier, under heavy winds and waves. Even the biggest, toughest sailor would have a hard time throwing these heavy lines!
So, when the ship approaches the pier, the crew on the pier use a great tactic to get these heavy lines to the ship so they can secure it.
They use a “monkey fist,” which is a ball (actually it’s a knot that resembles a ball) that has a lightweight rope tied to it.
In turn, that lightweight rope is tied to the heavy mooring line. The pier crew then throw these monkey fists to the ship, and the line handling crew on the incoming ship catch the monkey fists, and then start pulling the lightweight ropes.
Because the lightweight ropes are tied to the heavy lines, the crews pull and pull, and eventually get the heavy lines up on deck and around the cleats. The ship is quickly and safely moored to the pier, in a 2 step process.
That’s what “monkey fist marketing” is – a 2 step marketing plan that makes initial contact first using a marketing “monkey fist,” such as a white paper, or case study, or free ebook. Then, if the prospect’s information is captured, you can start delivering the “heavy lines” of marketing.
The “heavy lines” of your marketing might be a follow up phone call, direct mail letter, newsletter, or an email series.
This way, you avoid heavy lifting (for you and the prospect) when being introduced to each other!