| > | | | | the price of anyone elses. And he sold hundreds of |
| | | | thousands of dollars worth. The clubs werent any |
| I know what youre thinking golf on a budget! Can | | | | more expensive to make than other clubs. It was |
| there be such a thing? Well, it is possible, if you take | | | | just a market test. And folks bought like |
| a balanced, objective look at the strategies used in | | | | crazy. |
| marketing golf products. | | | | Since no two people play golf the same - and |
| Case in point I just interviewed a local golf shop | | | | everyone has an individual physique and swing a |
| owner today. We were talking about the new golf | | | | product that adds distance for one player may not |
| balls, and he was telling me that representatives from | | | | help another player at all. |
| different companies send him golf balls to use, hoping | | | | Think about something you do very well that |
| that hell recommend them to his customers. | | | | requires a piece of equipment. Youre the expert in |
| Well, he said hes tried just about everything, and in | | | | this area. Should everyone who attempts your job |
| his opinion, they all play about the same now. Picking | | | | then buy the exact same equipment as you have? |
| up a box of 12 Titleist balls, he said, This one is | | | | Will that mean theyll be able to do the job better or |
| probably the best. They cost $24.99 for the | | | | as well as you? |
| dozen. Then he laughed and picked up another box. | | | | Food for thought, isnt it? I enjoy gardening, and have |
| But this one is our best seller. | | | | a lovely flower garden. But I only have one or two |
| The box was priced $44.99 for the dozen. I looked | | | | garden tools that are considered the best. The other |
| surprised. He shook his head and said, Its all hype. | | | | things I use because thats what Ive always used. |
| People think that if the balls cost double, theyre | | | | So just because one golf pro buys one kind of ball or |
| bound to play better. | | | | club doesnt mean that its the best for you. |
| Now we have the new hybrid ironwoods. Are they | | | | The sales pitches that swear youre going to add 30 |
| really going to change your game that much? Or is it | | | | yards and never hit another slice entice us to shell |
| all a part of the marketing pitch? | | | | out the big bucks. But if youre careful and have a |
| I heard one marketer say that since the golf market | | | | healthy dose of skepticism, youll save both time and |
| was so saturated, he priced his clubs at three times | | | | money in the long run. |