Balance, Tempo And Tension Drive Marketing Success

Balance, Tempo And Tension Drive Marketing Success

Golf, personal and even marketing success can be driven by following fundamentals of balance, tempo and tension.

In golf, those are the fundamentals promoted by Lynn Marriott and Pia Nilsson, co-founders of VISION54, a breakthrough program and golf school based at Talking Stick Golf Club in Scottsdale, Arizona. Lynn and Pia are internationally recognized as the two highest-ranked female instructors in America, and are both regularly featured in Golf Digest’s Top 50 Greatest Teachers.

Lynn and Pia have coached players to more than a hundred wins across all golf pro tours. They’ve coached eight different major winners and three #1 ranked players in the world. They are the authors of four best-selling books, including their newest release Be A Player.

While Lynn and Pia tout balance, tempo and tension as fundamental to golf success, I can see how they apply to your marketing success:

Balance means many things like selecting and using channels that reach your target and focusing on appropriate tactics to build brand and company awareness, credibility and energy.  Balance also means being competitive in your marketing investment and strategies and related resources. Deloitte reports that companies on average spend 7.5 percent of total revenue on marketing. Tech companies are the biggest spenders, allocating 13.8 percent of revenue to marketing compared with consumer-packaged goods companies at 10.9 percent. And in digital alone, companies plan to spend money in six categories leading with their websites (64%) on down to display ads at 24%.

You also must recognize that your expectations of results will benefit from being in balance with marketing strategy, staff, structure and systems. There also is balance in talking and listening. An adage says that we have two ears and one mouth and should behave proportionately — listening twice as much as we speak. Some communications experts argue that this is an understatement and that we should adopt the “LisTEN” rule; if we truly want to understand the person we are with, our talk-listen ratio should be 1:10, according to the Harvard Business Review                                                                        

Tempo can be about how often you reach out to communicate and engage with your customers. Here is how frequently different industries post online. How often depends on their customer and possibly industry regulations (when comes to financial):

  • With consumer goods/retail/e-commerce industry category, even though posting is low, it has the fourth highest Facebook posts per week out of the nine industries featured in this report.
  • A key difference of social posts in the business and financial industries lies in their use of Twitter. They have a notably higher percentage of companies that tweet once a week, and a notably lower percentage of companies that tweet in the 10+ range. Tempo also is relevant in managing your expectations for impact.

This above report shows that just because you have the capability to market doesn’t mean you have the temperament and patience it takes to achieve results. While you must be prudent, you also must know that your competitor is already moving as you plot your moves. A content marketing and management strategy and even a basic content calendar can help you be more effective here.

Tempo also can mean enhancing your content shareability. Think educating, informing, inspiring and surprising, and when appropriate, entertaining as the most valuable goals of sharing and tempo.

Tension is about knowing and understanding your real buyer and his knowledge and appreciation of his “real” pain and not just his symptoms. His persona and a detailed description of it can ease the tension. Sometimes, a headache can be the result of a broken leg. So, diagnosis of the real pain is critical. I use the Sandler pain funnel to find real pain. It’s also about tonality, respect and experience when talking to your customers. And it’s about being helpful and completely transparent with your communications. Why? Because if your brand and communications don’t appear transparent, customers will search for the truth online and transparency can build lifelong brand relationships – two takeaways from the Label Insight brand transparency ROI study.

So, you shouldn’t be surprised now about how balance, tempo and tension work in golf, life and marketing.

How can you use balance, tempo and tension to improve your marketing and communications strategies?

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