A kit for selecting and using artificial fishing flies includes a container with compartments for holding a preselected assortment of fishing flies and instruction sets related to the compartment instructing an angler which flies to select and when, where and/or how to fish those flies depending upon the physical characteristics and conditions of a fishing location. A method of fly fishing includes the steps of directing an angler's observation of the then existing physical characteristics and conditions of the fishing location; matching those characteristics and conditions with instructions from a kit to select a particular fly from the kit; and directing the angler when, where and how to fish the selected fly. A method of marketing fishing flies includes the steps of creating a kit by selecting and packaging a collection of flies tailored to a particular fishing location; providing instructions for the kit to correspond to the flies of the collection and directing an angler which particular fly to select from the collection based on particular conditions encountered at the fishing location; and selling the kit independent of instruction by a local fly shop or instructional resource.