There are many life comparisons that can be drawn to golf, advertising is one. I am happy with most of my golf game; my ball striking has never been better, lessons from our pro certainly helped with that. Last year I began to lose confidence with my putter. It began last fall with the club championship, and then compounded itself this winter when trying to defend my match play championship I never once heard the sound of the ball landing in the cup. Ousted in the first round, ouch!
I thought the stroke would appear this spring, but NO. Now it had become a mental battle. The definition of insanity is “doing the same thing over and over again expecting different results” so a change was in order. I changed my putting grip to left hand low. Sometimes a change in your advertising or golf grip can lead to immediate results, but more times than not patience is required.
With advertising, just a change will not garner the immediate results you want just as I am not draining every putt right now. Practice on the putting green is no different from building frequency against the new audience you are trying to reach. Spending time practicing with my new stroke builds comfort and confidence, a lot like building a relationship with your ‘Likes’ and ‘Followers’ in social media.
The more and more I practice the stroke, the more I feel that I am making the right correction for this year, no different than the more consumers see or hear your message they will feel more comfortable with buying your products or using your services.
While there have been a couple days that I have felt like switching back, I am reminded of the business owner that quickly loses patience advertising in a different medium. Putting and advertising both take commitment.
There are several ways to do it right. Many different grips can be used putting. In advertising, many different mediums can be used. One thing is certain with the right message against the right audience; you will find you can be successful in the medium of your choosing.
Practicing failure isn’t fun, nor can you remain in business long, but If you stay committed and focused to the right change you will soon hear the ball go in the cup just like you will hear the registers ring, the facebook comments light up and followers responding to your tweets. Here’s to me hearing the sweet sound of the ball dropping in the cup this summer.