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.
You’ve persuaded Jordan Spieth or Nelly Korda to create some videos to send your database of golfers. There are two opening line script options:

“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”.

You might think the differences are subtle. But they’re important.

The first is asking the listener to connect with the Professional and their context (the amount of time they have, their commitment to practice, their level of performance).

The second is the Professional trying to connect with the golfer and their context. Their worry about practice time and commitment; their level of performance.

Now replace Jordan or Nelly with you. You’re probably very humble and think you’re nowhere near their status and level.  

You are to MOST golfers.
Most of us are in awe of your ability to play the game.

That’s why it's so important that you connect with us, and our context, in your language. Then we can start to believe that you can START our journey from the right place with a much better chance of progress.

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