You have to speak 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.
If you’re an on-course PGA Professional competing with the off-course superstores and online retailers to sell equipment, then keep the
discussion in your strongest areas.

You invest in understanding the golfer at all levels. It’s the customer you’re in love with, not the product. You’re building a solution for them each individually. You don’t sell a “product”. You deliver “better”. A better score, a better game, a better experience.

The sale is nothing more than a step on a customer's journey, in which you’re the guide. They are not alone. You are going to help the golfer get the most value out of their investment in better.

How does your marketing content turn the product into a discussion about the golfer and their potential for a great journey?

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