Marketing 101 – Sell your vision

In order for any business to be successful there needs to be a reason for the doors to open every day. You need to have a vision of where you want to take the business and, more importantly, where you want to take your customer. In most of these marketing posts I use the word “experience” because that is ultimately what you are selling. You want your customer to have the best experience possible with your product so that not only will they return but they will tell their friends and so on and so on.

In the music business the most successful artists are the ones that have the clearest vision of who they are and what the message is that they want to convey. The managers, booking agents and record company staff are merely conduits to facilitate the vision of the artist. If the artist’s vision is clear then they can communicate clearly to their intended audience. If the experience they give that audience is exceptional the word of mouth begins.

An artist sells concert out one ticket at a time. You sell tee times, golf shoes, new clubs, apparel – one at a time. If you can remember why you started your business in the first place and can convey a clear vision you’ll be able to give your customer the best experience possible and, as a result, you can sell faster and build a larger audience.

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Robert Thompson

A bestselling author and award-winning columnist, Robert Thompson has been writing about business and sports, and particularly golf, for almost two decades. His reporting and commentary on golf has appeared in Golf Magazine, the Globe and Mail, T&L Golf and many other media outlets. Currently Robert is a columnist with Global Golf Post, golf analyst for Global News and Shaw Communications, and Senior Writer to ScoreGolf. The Going for the Green blog was launched in 2004.

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