Attracting people and golfers to your brand, club, shop, or coaching tee, will become easier with the right words that match your goal to a need.

Have you noticed how you respond to digital communication in your in-box or on social media from someone you don’t know?

Whether it's Nordstrom Rack, LuluLemon, Walgreens, Spotify, or even companies where I belong to their loyalty award scheme, like American Airlines, I skip or scroll past it.

I don’t have time to stop, open, and read everything. Do you? There is so much noise.

They (these un-named marketers) spend so much time trying to invent subject lines that might tempt me to click and read. But I’ve got suspicious. You probably have too.

It’s the same with online articles. The headlines now mirror those that you see on the covers of the trashiest magazines that promise to reveal the werewolf secret the Royal family doesn’t want you to know. Whether it’s the magazine or the online article, you know there’s a good chance the headline will be misleading.

What has been lost is trust. I hate that. 


Ironically, we made a mistake on Friday. We had a TF you absolutely must read. But we had the wrong subject line. It was a quick story about one of the most inspiring hours I’d experienced this century (and no werewolves were involved).

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