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