You have to talk many languages. The business language of numbers. The golf language of values and heritage and the future. But you also must be fluent in the language the consumer speaks.
I hope you selected the ‘language of love for the consumer’ as the option in yesterday’s question. Want to view the options again, then
The statement I hear frequently:
“Everyone here has their playing group and their handicap and that’s all that they want.”
Reflects a limited understanding of the consumer and, a limited ability to influence the consumer.

How many of those golfers experienced a miserable playing experience last time out? How many have too few connections to the right people? How many are with groups who they’re not well aligned to socially or from a values perspective? How many struggle with pain? How many are suffering the chastening onset of age measured in shorter and shorter tee-shots?

Each of those golfers is ‘somewhere’ now in their relationship with the game and the club. The question is could they be somewhere better what ever they seem to think?

A good number would already like to be ‘somewhere better’.

Many don’t actually know they could be somewhere better. It just needs to be explained to them in a way they can understand.

A good number have no idea what somewhere better could mean to them. It needs to be described in terms they can appreciate and be inspired by.

Some know there’s better, but don’t believe they can find it. They need to be convinced that they can trust themselves to succeed.

As a coach, or PGA Professional with a retail proposition, do you see your marketing challenge as finding a ‘market’ of golfers who already know they want better, and are ready to buy equipment and / or lessons?

Or, do you see your challenge as convincing the golfers in your local market or at your club to take a journey to better with you?

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