Ever played putt-putt?<\/p>\n\n\n\n
Or 18 holes on a full golf course?<\/p>\n\n\n\n
The goal is to get the ball as close to the hole as possible as quickly as possible.<\/p>\n\n\n\n
And then tap it in.<\/p>\n\n\n\n
When you make that first putt (in putt-putt) or that first drive (at the course), you are far away from the hole.<\/p>\n\n\n\n
Think of the hole as the sale.<\/p>\n\n\n\n
Think of the first putt or drive as marketing. Your goal is to get the ball as close to the hole as quickly as possible.<\/p>\n\n\n\n
The closer you get, the more likely you are to get the sale.<\/p>\n\n\n\n
Then you tap it in.<\/p>\n\n\n\n
After each shot, you get to a new position. Then you consider what direction and what speed to use for your next shot.<\/p>\n\n\n\n
When we're marketing, we do the same thing; we decide the direction\u2014the messaging\u2014for the conversation and we move the prospect closer to the sale.<\/p>\n\n\n\n
We use an interactive approach where we're learning how customers think about their problem. We learn their hotspots and obstacles and we evolve our marketing.<\/p>\n\n\n\n
We get them closer to the hole.<\/p>\n\n\n\n
After a while, we've moved prospects close enough to the hole\u2014the sale\u2014that they are ready to be tapped in.<\/p>\n\n\n\n
Sold!<\/p>\n\n\n\n
In golf, when you play a hole a few times, you start to know how to play it well enough to get a lower score.<\/p>\n\n\n\n
It works the same for us.<\/p>\n\n\n\n
When we've worked on a campaign long enough, we get sales faster and faster. We learn how to play the hole better and better.<\/p>\n\n\n\n