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The Masters

Masters of On Hold MarketingSergio Garcia did something he has never done before. He won a major tournament.  It just happened to be The Masters at Augusta National.  The competition was fierce, with many of the big names in professional golf in the hunt heading into Sunday. After a thrilling final round left him tied with Justin Rose, Garcia made a birdie putt on the first hole of the sudden-death playoff to bring home the victory.

Much has been made of his journey. The narrative coming out of Sunday was how long it took him to finally win.  If you are following along at home, it took him 19 years. ‘First victory in 74 starts at a major,’ is how the story was framed in the NY Times.  ‘After years of Near Misses, Garcia Grabs First Major,’ is the headline on Masters.com.   Article after article acknowledged the victory, but focused more on his melt downs and behavior issues rather than his golf acumen.

Justin Rose, his competitor for the final round said, ‘We’ve played a lot of golf together since we were about 14 years old. We have had a good friendship, and a good rivalry.’ Rose went on to say that, ‘Sergio Garcia is no longer the best player not to have won a major.’

The outsiders looking in don’t get it. But the one who was right there with him in the trenches did. It is not about ‘his demons,’ (the angle used in an ESPN article recounting the event). This was a significant achievement worthy of celebrating.  It is about what he has done right over the course of his career that brought him to this crowning achievement.

Outsiders rarely understand what is really going on. That’s true in business as well.

There are many who look at your success and think it was luck, or that you stumbled onto a gold mine.  But you know. Insiders know the hard work, the tenacity, and attention to detail it has taken to get you where you are today. Or, maybe the naysayers are focusing on the one thing you can’t do.  Little do they know you made a conscious choice not to provide that item, or that service – in order to focus on what you do best.  That, my friend, is what separates you from them.  That same commitment to excellence elevates you above your competition; the same way Sergio Garcia rose to the top on Sunday.

When it comes to marketing, each medium offers a level of success. It is rarely a bad thing to promote your business. So, if you are struggling with the question about whether or not you should advertise – the answer is almost always YES!  When choosing which medium to use, return on investment (ROI) is always a key factor.  You want to choose the most impact for your advertising dollar, especially when you are on a limited budget.  As you make your decision, understand there is no more cost-effective marketing solution than on-hold advertising.  There simply is no waste because you are marketing directly to those that call your business… period.  Each dollar you invest in marketing through this medium directly impacts a current or potential customer.  That is a return any business owner can get behind.

Outsiders won’t get it. But you do. Insiders easily understand what this overlooked advertising medium will do: Share your message to your callers every single day.  And, when you make your decision to invest in this powerful, cost-effective advertising tool, don’t choose just any on hold company.

Put US on hold. On-Hold Concepts from Woodstock Media Group.

The Masters.

Tom McTee, Super-Genius
Woodstock Media Group
On-Hold Concepts, Inc.

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