I am down here in the Dominican Republic again, at Capcana and the more I come here, the more I love it. This is my third visit in as many months and it just gets more amazing each time. I have been hired to promote Discount Golf Clubs their 1.5 billion dollar real estate project and as such have just accompanied a few clients and friends down here on a three-day golf trip. (Someone has to.) Each of them had an amazing time, but I think the best quote came from my friend, Jim Coady, himself a world traveler and golf connoisseur. “Andrew, you hyped this place so much that I thought it just couldn’t be as good as you said. In fact, it was better, FAR better!”
There, my friends, is perhaps the most simple marketing strategy of all...have a product that simply wows people! A product or service that is in fact so good, it sells itself. Capcana is just such a product, once you see it, you want it! That is also why I spent close to a million dollars last year on Marketing Commander to ultimately provide a better mouse trap for my clients. A website and marketing tool that is ping g20 for sale light years ahead, of anyone. Others in the golf business have done the same. Trump’s course in West Palm Beach blows away the competition with is location, innovative design (on a very average piece of land), and customer service - real service, not just lip service. This is one of the few places I have been “wowed” with service in the last 20 years. Your club may not have Trump’s money, in fact you may have no money at all but even that does not stop you from being demonstratedly better than your competition at something: Perhaps you always have free coffee and cookies in the lobby. Perhaps your club drains better and is open when others are not. Perhaps you have great greens or you are the easiest place in town in which to get a game. The best looking bar girl in town. Or the best practice facilities, family pool or tennis program.  
The FACT is you MUST be better at something, preferably a number of things, than those clubs around you. Seldom is that thing the lowest price. (People unwilling to THINK always use price as an excuse.) You are far better off being good in two or three KEY AREAS and lousy at the rest than being alarmingly average at everything! (Take my creative writing skills they are “Legendary” but my spelling and grammar are appalling, neither of which has stopped me from writing 20 books. Click here to see my new marketing book.) It’s not necessary that you be as perfect a place as Capcana, but you MUST know what you are good at and play to your strengths. Take the time to do analysis of what your club does well and what you do poorly. Enhance what you do well first, make those things clearly superior to those around you, then go back and work on those areas in which you are weak.