In honor of The Masters, here are my 18 rules of golf. And marketing.
1. Straight down the middle isn't always the right position. The best golfers play for position to get a better angle on the pin. Marketing in a straight line isn't always best. Market on the edges.
2. Read the break. Study trends in your market space. You can make strategic moves buy "reading the greens" to better anticipate where the ball - and your offering - are going to end up.
3. Check the wind. You always see golfers tossing up blades of grass to see which way the winds are blowing. This determines their shot strategy. Listen to the chatter in your market space. You will discern what people are talking about and adjust your strategy and message better.
4. Hit the range. Did you notice that Phil Mickelson and Tiger Woods didn't participate in one of the Masters practice rounds? They weren't being lazy, they were on the range working on their game. Always prepare, prepare for speeches, sales conversations, presentations. You can never practice enough.
5. Play with confidence. You can tell a golfer who is playing with confidence. They play to win, they don't play not to lose. When playing with confidence, you play steady, and execute soundly on the fundamentals, and take measured risks when appropriate.
6. Hit through the ball. When you commit to a shot, don't half-ass it. Hit through it. Let the club do the work. When you commit to a business or marketing strategy, hit through it. Let the tactic or tool do it's thing.
7. Expect to hit out of the rough. The best players EXPECT to hit a few bad shots each round. It is part of the game. You will fail. Prepare mentally to work the shot and make a good save, positioning yourself to minimize the damage and live to play on...
8. Love and relish sand shots. Good golfers don't freak out about sand traps like I do. Sure, you'd rather avoid them. But honestly, sand shots are pretty easy if you do what you are supposed to do. You will make wrong turns in business. Just stay the course and do what you are supposed to do.
9. Ignore the "You Da Man" guy. There are dorks who will yell and make a lot of noise. You have to concentrate and ignore that noise. But also be prepared for it. Someone, some complete tool, will yell "you da man..."
10. Replace your divots. You will mess up. A lot. When you do, fix your mess, and keep playing...
11. Be honest. Nothing ruins your respect as a player more than when you cheat on your score, or are dishonest in business. That reputation will follow you forever.
12. Make a plan. Caddies walk the course before the round ever starts and determine exactly where they want their player to land the ball. You have to survey your market space and plot the course too...
13. Aim. Yeah, I said aim. Amazing how many golfers don't aim properly. When you are marketing, target the right prospects. Focus on the right niche. Use the right marketing tactics. Amazing how many marketers don't aim properly...
14. Know the yardage. Before a shot, you see good golfers checking the distance to the hole. This enables them to choose the right club. In business, know your goal, and choose the right tactic to get it done.
15. See the ball into the cup. When lining up a putt, good golfers plan the trajectory of the ball's path, and know exactly where they want the ball to go. With your marketing, see where you want to go, know how you want your market to react to your moves.
16. Tip your cap. I love it when players acknowledge applause by tipping their cap. Be that kind of marketer. When people acknowledge good business or good content...tip your cap too...
17. Be classy...and gracious. No one likes a guy with a bad temper. When you flub it up, shrug it off, practice it better next time, and prepare for the next shot, your next move. Put the bad shot behind you and move forward.
18. Sometimes, you have to go for the miracle shot. When the tournament is on the line, sometimes you just have to go for it. Some guys miss and get the runner's up check....
And some guys get the green jacket...