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Saltwater Marketing helps charter fishing captains grow their business by making sure you never miss another trip, taking care of all your booking needs and helping you find new customers through digital marketing.

09/30/2026

A client came to us recently with a really beautiful-looking site he built with AI — but it wasn't booking any trips.

Great layout, great colors, buttons in all the right places.

The copy?

Honestly, it was flat.

No story, no sense of adventure, nothing that made you want to book.

Looked good. Wasn't booking a single charter.

We went through a simple process — who's the hero, what's the problem, what's the plan, what's the outcome — and came out with real messaging behind it.

Sometimes the fix isn't a fancier site. It's going back to basics.

That's where experience comes in.

No school like the old school. 🎣

09/29/2026

I’m super excited to be one of the presenters at The Port - Watersports & Boat Tour Operators Forum this October in Destin, FL.

If you’re in the boating or charter industry, this is a great chance to grow your business by learning and networking with a lot of smart, friendly people.

If you are interested in attending, the link is below.

I hope to see you there!

09/28/2026

Feeling more overwhelmed than usual lately? AI usage might be the reason.

We love AI, we're knee deep in it.

But it moves so fast, the temptation is to button things up and move to the next task.

Productivity's up — but something's disappearing.

Finish a big job, and instead of a breath or a high-five, it's straight into the next one.

We're working on slowing that down. Finish something, let it actually register, then move on.

How do you handle it?

See you on the water.

09/14/2026

AI’s confirmation bias is a dangerous thing, especially if you’re using AI input to make major decisions.

Before you crush me for sounding like an old man shouting at clouds, know that I love using AI. We’re neck deep in it.

But when it comes to making critical decisions, I’ve found AI will usually agree with my ideas… even when I ask it to take a contrarian view.

Rather than speak in generalities, let’s use a specific scenario:

This week I had a big decision to make in my business.

In the course of 3 days, AI had me convinced that Path A was the right one.

Then after more deliberation, we agreed Path B was the smart one.

Then, after meeting with a peer group I’m part of and talking to real people with real business experience, I decided that Path C was actually best for me.

The funny thing is that Path C was never an option in the AI conversation. It never surfaced.

Who knows why… I don’t pretend to be an AI engineer.

But I do know that as of today, based on my experience…

I believe confirmation bias is the biggest danger with using AI over advice you’d get from a consultant, coach, peer or someone else with life experience that you value.

And, why despite having more information at our fingertips than ever before, the art of decision making and leveraging human input and advice has never been more valuable.

09/11/2026

What’s it take to create a viral video?

One of my clients just got 13 million views in 24 hours on a 20-second video.

13 million views
107,000 comments
9,000 new followers

And here's the interesting part:

He's about as far from a social media guru as you can get.

So, what’s the secret?

Be prepared.

I belive that most genuine viral content comes when someone catches the unexpected or delightfully weird moment on video.

In other words, not scripted.

Unless you’re in the league of the Mr. Beast types.

In this case, the client is a charter fishing captain.

He told me that he purchased a set of Meta glasses for capturing video on charter trips because it allowed him to be active on the boat with both hands…

In other words, not having to fumble with a cell phone buried in his pocket or sitting in a console somewhere.

And it allowed him to quickly record content using his voice or the push of a button.

His viral video of a school of mullet crashing the boat with kids in the back would never have been captured if he had to put something down, go grab his phone, and start filming.

The moment would have been gone.

Instead, because he was prepared, he captured the moment perfectly, and a video with almost no caption, no hashtags, no nothing… went viral.

To me, this proves that the authenticity and uniqueness of the content is what matters.

Not all the other stuff people talk about.

Here’s to being prepared when the viral moment

09/10/2026

How great is it when football teaches you life lessons, right there on prime time TV…

Opening night for the NFL season…the defending champion Seahawks playing the Patriots in a rematch of last year’s Superbowl.

Then BAM - Seahawks QB Sam Darnold gets hurt on the 5th play of the game.

P**f. All your grand plans are out the window.

In business, they call this “key man syndrome”.

Everything revolves around one person, and if that person is out, its probably going to be a mess in the short term.

I see this a lot with clients I work with and have had to fight through this in my own business multiple times over the years.

In this case, the Seahawks came back to win the game last night because the rest of their team stepped up in a BIG way to make it happen.

That’s what great teams do.

And there’s the life lesson…

Is your team as good, or do too many things depend on you for success?

I’d love to hear your thoughts in the comments.

08/24/2026

Most businesses I talk to are taking a knife to a gunfight when it comes to marketing.

Especially if you’re in a niche like tours or charters where there are marketplace sites (OTAs & booking sites) crowding the digital space.

I get it… nobody woke up this morning and said “hey I’d love to increase my marketing expenses”.

But if that’s part of your decision making process, its because you don’t have a good idea of what ROI your marketing is producing.

And if that’s the case, marketing will always be an expense versus a revenue generator.

Do you think (A) that these larger third party sites just have more money to lose than you do?

Or (B) do they have their marketing system more tuned in so that they know how much they make for every marketing dollar they spend?

Here’s a hint - it’s usually B.

And if you felt confident that spending $1 on marketing led to X in revenue, you’d probably stop bringing a knife to a gunfight.

08/20/2026

I have a confession to make. I hate booking sites when it comes to choosing experiences.

Hotel bookings, trip bookings, fishing trip bookings... you can have them.

If I’m looking for dog p**p bags or an Apple Watch, give me Amazon. I’ll gladly pick the one with the most reviews and lowest price. And probably the fastest shipping.

But if I’m booking a trip, I need more than just reviews and prices to make a decision.

I need to know if I’m going to be taken care of. If I’m going to enjoy doing business with a certain provider.

I need to check the vibe.

I need to see if it feels just right.

And I need some flexibility.

You get those by doing your homework and ultimately booking direct.

You get those by developing a relationship with the business you book with.

They get to know you, and the relationship is part of the enjoyment.

To me, that’s what makes great experiences.

And ultimately why building your business exclusively via OTAs & booking sites means you won’t attract the type of clients you want as a high-end charter, tour or experience-based business.

08/18/2026

I’ll be the first to say that I love AI. But its also causing all sorts of new problems.

Overwhelm being the biggest.

And by overwhelm, what I mean is trying to adopt to thinking at light speed while digesting more information than we can normally absorb in a reasonable amount of time.

For instance…
I’ve noticed clients sending these VERY long emails written with the help of AI, full of questions about details they’d never know to ask about.

The unfortunate part is that they don’t necessarily understand all the details they’re asking about, and half of them aren’t relevant to solving the problem at hand.

The details in the email become a sticking point, and they completely miss the bigger picture.

The thing is, just because AI puts something on your radar does NOT mean it’s important.

And just because AI gives you a 20 page list of things you could be doing, doesn’t mean you should.

Again, I’m all in with AI usage in my business, but I think we have to be careful to continue to keep strategy and comprehension at the top of the list for how we use these tools, otherwise they will bury us in minutiae that doesn’t really matter.

08/17/2026

I’ve noticed an interesting oddity in the charter / tour / watersports space… operators will spend 6-7 figures on boats (equipment), but are hesitant to spend on marketing.

If you buy a franchise, they’re going to require you to spend a certain percentage of revenue on marketing.

But I hear from people all the time who believe their dock rental & sign are enough.

Or if they just work hard enough and do a good enough job, word of mouth is sufficient.

And for some of them, that works.

But not for the operators trying to actively grow and scale past where they are.

Those operators realize that in order to grow, you can’t be that person who spends money on boats & equipment, but not marketing.

Marketing is the fuel you business needs to grow.

Address

New Orleans, LA

Website

https://saltwatermarketing.net/

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