Secrets that Golf Ball Manufacturers Don't Want You to Know

You have probably seen and heard advertisements from several different manufacturers claiming that their ball is the best. Hey, they can't all be the best...or can they? Since there are rules that limit a ball's initial velocity, it stands to reason that all the major golf ball makers are already pushing those limits. If they wanted to, they could probably make a ball that goes much further, but it would be illegal. Some pros are under contract to play the ball brand of their various sponsors, but they probably would do just as well playing a different brand, so it is not likely that these balls can be all that different.

That means if the average golfer wants more distance, any of the major brands will be OK. Some balls claim to have "high spin". Sounds cool, but if that is true, you can expect to increase your slice or hook, which negates the value of being able to stop the ball on the green more easily. Trying to spin the ball on "public" greens may be futile, because those greens are usually not as soft as the greens on plush private courses, so the extra spin might not be of any benefit to the average golfer anyway. If you really really like spin, use a ball with a cut or scrape on it (just kidding). If you like more distance, line up the seam of the ball vertically along the target line (not kidding, this supposedly also promotes a better roll for putting).

Some people claim they can feel a difference in the "softness" of the ball when they hit it. Don't be fooled by this. Any ball will feel softer if you hit it on the sweet spot of the club, and the same ball will feel hard if you fail to strike the ball on the sweet spot. Some people say they can tell by the sound; gimme a break, does it go "doink" or "squish"? If you think any of these balls are soft, allow me to bounce one of them off your head, and then you can tell me how soft it feels. They used to say hard swingers were supposed to use harder higher compression balls, yet the lower compression Lady Precept has changed this way of thinking, and now all the major brands are making balls with specs similar to the Lady Precept.

So the bottom line is this: Unless you are a low handicap golfer, it probably makes little difference which ball is better for you. The marketing hype is just playing on your mind. For the average golfer, brand guchi-fufu will probably get no better scores than brand A or B or X. However, the mind is a very powerful thing, so if you feel more confident by playing an expensive ball, then go for it, a positive attitude will probably help you.

So without further ado, here is my "meticulous scientific" and most fiscally responsible method of choosing a golf ball. Use whatever the ball retriever can dredge up from the nearest ponds, and put the money saved to better use, like maybe for some extra beers at the 19th hole, or better yet, use it for some of the golf swing improvement DVDs mentioned in our web site!

Need help with your golf or just want to make guaranteed improvements? Visit Think and Reach Par for more great free golfing tips and advice, or maybe treat yourself or the golfer in your life to a golf gift to improve your stance, swing and grip like the Body Golf Powersteps DVD.

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Create a Killer USP to Build Your Super Profitable Multi-Million Dollar Empire

Your Unique Selling Proposition, or the USP, is the core of your marketing strategy and should be the starting point for building your multi-million dollar empire. Successful marketing requires that a business must have a competitive advantage, something that sets it apart. Your USP sets you apart from your competition and makes you unique. If you can't differentiate yourself from your competition, one of you is unnecessary!

Rosser Reeves tells us that consumers will typically only remember one strong claim or concept from an advertisement. This is why it is so critical that you promote your uniqueness to stand out from all of the clutter bombarding your prospects every day.

Your Unique Selling Proposition Must Answer These two Questions

1. Why do people buy from you?
2. If they aren't buying from you, why should they?

Your USP Also Must

1. Differentiate you from any and all competition
2. Emphasize a desirable and positive customer benefit
3. Be easily understood
4. Be used repetitively in your marketing efforts and become ingrained in your company's culture. From the CEO to the receptionist to the delivery drive or cashier, all staff must be on board.
5. Create an Immediate Emotional Connection that makes people want to do business with you - IMMEDIATELY!
6. Elicit the response from the prospect, "Whoa!! How do you do that?"

Is a USP a mission Statement?

A USP is NOT a mission statement. When you get right down to it, customers and prospects really don't care about your mission statement, how many years you have been in business or that you just built a new building. They care about what your product or service will do for them. They care about what problem will it solve for them or what need will it fill. Take a moment to think about FedEx. Do you care it is their mission to be the number one overnight carrier in the country or do you care that they won't lose your package and that it gets there the next day?

When you have a powerful Unique Selling Proposition, creating a compelling marketing message to use in your advertising, direct mail and other marketing tactics becomes a breeze. If you don't, marketing your product or service becomes very difficult and you will be condemned to forever trying to figure out why customers aren't beating a path to your door.

The Four Steps to Determining Your USP

1. Conduct a focus group meeting with the company executives and the staff (Tip If you are the owner of your own company, ask yourself why you started your company. Your passion in your answer will often often reveal your USP.)
2. Survey your customers, both past and present and ask them why they do business with you and what they think makes you different from your competition. Ask them why they continue to do business with you and if they would recommend you to their friends and associates.
3. Survey your competitors. Determine what you are doing differently and better than they are doing. Use the Web, Yellow Pages, phone calls or personal visits to their businesses.
4. Write it up. Ideally, it will be 90 words or less. Avoid the temptation to try to create a slogan or a catchy phrase. You will eventually be able to do so but remember that this is a process of describing what makes you unique, not creating an ad. After you've defined your uniqueness, creating the slogan or "elevator speech" will be much easier.

   Your USP must tell your audience what you do for them, not just what you do. What is the killer benefit they get from doing business with you? What problem are you solving for them. Look at your USP. How many times do the words "We" or "I" appear? Where can you remove those words and replace them with "YOU"? Remember, you are telling your prospect what you do for them, not what you do.

When creating your Unique Selling Proposition, your first tendency will probably be to say something like We have the best service, quality, price, staff, etc. You must be more specific because your competition is saying the same thing. In addition, consumers are expecting service and quality. If you don't offer good service, then you will lose customers and sales.

What exactly makes your service the best? Why do you have the best quality? Why do you have the best staff? Is it something that your customers and prospects will notice? Is it so noticeable that they will talk to others about it?

If you've shipped a package via FedEx, I venture a guess that you have a feeling of confidence when you see the driver leave with your package that absolutely, positively has to be there overnight. That is one of the most recognized USPs in the United States. Note that they also deliver on the promise, which is critical to sustained growth and profits.

Almost anybody who has visited walt Disney World or other Disney theme parks inevitably notice how sparkling clean the parks are. It is a challenge to even find a light bulb that is burned out! The cleanliness is no accident. It is part of the disney aura, the disney marketing magic and the disney USP.

disney knows that when you go home, you will tell friends and relatives about the cleanliness. Clean = hygienic, clean = safe, clean = safe attractions. They all result in strengthening the message that disney is a great place to take your family!

Next Step - Integrate the USP

After you've created your powerful Unique Selling Proposition, your next step is to integrate it into your organization. After all, if your customers, prospects and staff don't know why you are so great and unique, it won't do you much good. It is your job to tell them, not their job to find out!

A major mistake companies make with their USP is that they don't t live up to it. It's critical that you do a thorough review of your operations to insure that you can honestly live up to your USP. If you guarantee a level of customer service and it takes you three days to return a phone call or your front line staff ignores a customer when they visit your store, then your USP is nothing more than an empty phrase.

When you speak to clients, tell them what makes you so great and say it with a passion! Constantly remind them about why they chose to do business with you. Reaffirm their great decision to do business with you over your competition. Don't assume that they will remember.

Consumers are being barraged with an ever-increasing number of advertising and media messages. Due to this barrage, the human mind defends itself by ignoring the messages. Use your USP to break through these defenses and become the obvious choice for your product or service in your market. Be bold and above all, BE UNIQUE!

Paul Flood Marketing helps small businesses who are struggling to increase their sales. I implement a powerful "Hidden Marketing Assets" system guaranteed to increase sales and profits by 25% or more in as little as 90 days or less, without spending more money on advertising. If you are ready to literally explode your sales visit http://www.paulfloodmarketing.com

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