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.
Imagine you’re a PGA Professional at a golf club.

Now go wild and imagine you’ve persuaded Jordan Spieth or Nelly Korda to create some videos to send to your database of golfers.

One of them promotes a drill to reduce a slice or fade. Which of the two opening line scripts, would you choose for them to start the video with?

“If you’re losing the ball right off the tee, here’s a drill I use to keep finding fairways.”.


“If you’re losing the ball right off the tee, you want something simple that’s helped a lot of golfers find a few more fairways.”

Take a moment and make your choice and then list three reasons why.

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