Bowling for Dollars: What a Night at the Lanes can Teach you about Marketing
As my bowling ball sputtered down the gutter for the tenth time in as many attempts, the 12-year-old in the next lane threw one strike after another. That I hadn't been to the lanes in twenty years was obvious; I finished game one with an embarrassing score of 13 - and no, I didn't forget the zero on the end.
My brain was at odds with my body in even the simple question of which foot would start the stride. I threw a strike the second frame of game two - and then several balls that started straight but arched exquisitely into the gutter at the last moment. That's when it occurred to me that marketing a business and bowling share four basic rules.
1. Stay in Your Lane. If you want to score, the first objective is a focused aim that sends your ball into the heart of the pins. The boundaries that define our marketing targets aren't as well defined as a bowling alley lane, but conceptually, they are the same. Your marketing message must speak to your prospect's most intense desire if it is to bring measurable results.
2. Find and Perfect Your Own Stance. My bowling partner towers over me by six inches. He told me to stand behind the dots, take four strides, and aim the ball down the middle of the lane. That process worked for him, but not for me. What worked best for me was standing forward of the line, taking three steps, and aiming for the right edge of the lane. Marketing systems are pretty much the same as bowling - we have to customize them a bit to make them fit our business or personal style. Finding the approach that brings results for you comes from a willingness to design, test and fine-tune your process.
3. Gain from the Gutters. Even the pros experience a momentary loss of focus, or that slight twist of the wrist that spins a ball into the gutter. What makes them pros is their ability to register the error and make immediate adjustments. In 2002, one of the world's largest auto companies ran two ads that alluded to "adult activities" in the back seat. When TV viewers expressed offense and their distaste for the innuendos, the company quickly replaced the ads. Marketing and advertising gutter balls happen, even to the best of us. Smart marketers wipe the beer-foam from their faces, adjust their stance, and focus on throwing the next ball straight.
4. Build a Great Team. The 12-year-old whiz kid in the next lane said a lighter ball would improve my game. She was right. In the third game, I scored 74 - a 175.6 percent increase over game one, if my calculator is correct. I've joined the "Bad Bowlers Club" at the local lanes because I am unable to see my form and delivery at all, much less objectively. As advertising guru R. H. Williams says, "It's hard to read the label when you're inside the bottle." Business owners have the same issue in marketing.They're on the inside looking out, full of product knowledge and often answering questions one one is asking. Investing in the objective perspective of those experienced in the field brings stronger results.
Parting Thoughts: Whether you're aiming for the ten-pin or the ten-million dollar sale, success is the result of focus, practice and patience. With the right attitude and approach, marketing can become a sport you love, and one that brings you higher rewards than ten perfect frames at the lanes.
About the Author
Linda C. Anger is a marketing communications expert based in SE Michigan, and President of The Write Concept, Inc. She is an active member of the Association for Women in Communication, the National Association of Women Business Owners, and is a Contributing Expert with Smart Women's Coaching. http://www.thewriteconcept.com
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