Influencing the industry to appreciate the power of engagement.
Yesterday we promoted the use of skills challenges to create engagement with golfers. If you missed the email yesterday,
If you read through that email, you’ll see that a skills challenge gives you the chance to invoke at least 4 (and maybe all 6) of Robert Cialdini’s Six Principles of Persuasion.

If you haven’t watched the video explaining the six principles, hit the link below. If you have watched it, then you can’t watch it too many times, so hit the link.
In yesterday’s email we had some recommendations. Here’s how they relate to four of the principles.

As much as asking the golfer questions about how they feel about a subject provides you with intelligence to enable a personalized proposition, it also makes you more likeable. People naturally feel positive towards someone who shows an interest in them, especially how they feel about something.


We always recommend that you use your expertise to provide value in a skills challenge. It reinforces your authority position as the expert guide. You’re the PGA Professional. 


By providing free value in the skills challenge, you’re offering something to the golfer. Now they need to reciprocate and pay attention to your proposition. They are more likely to say yes.


Whatever the skills challenge is, by taking the challenge, the golfer is trying to identify as ‘able’. As a good putter; or good pitcher; depending on your challenge.

Then, as we recommend, you don’t try and CONVERT them into a full program, but into a smaller commitment. A logical next step. An assessment for instance.   

And it doesn’t take much effort to also invoke the other two principles of scarcity  and social proof (consensus).


And that’s why we love playbooks with engagements built around skills challenges.

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