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.
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| Most people are blissfully unaware of how painful shingles can be, and that anyone who’s had chicken pox, has that virus dormant inside of them.
That means that the advertisers of the medication that (according to the advertisement) stops you from ever getting shingles, have a need in their content strategy to educate people about shingles and its potential impact. (Many of us would suggest that it's less about education and more about scare).
If you’re a golf coach I would suggest that the consumer research shows that you have a similar challenge.
More than 87% of existing golfers seem unaware that investing in coaching might not stop you from getting shingles, but it might cure a whole bunch of other ailments and would certainly bring more joy to their life. |
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In fact, have you ever researched what percentage of golfers believe that if they did have a lesson, they’d end up worse off?
If you survey regular golfers with over 8 years experience of the game as an adult, shooting 85+ on most visits to the course, the number who believe they’d be worse off after a series of lessons is unfortunately much greater than you think.
If your audience or target market is made up of that cohort then your content has two challenges: |
a) To educate the golfer that they will improve and experience better emotions out on the course after coaching;
b) To inspire the reader to want more elation and satisfaction and less fear and frustration out on the course. |
| For the pharmaceutical industry ‘fear’ is a powerful motivator of consumer action. For golf coaches ‘fear’ is an emotion that needs to be overcome in the consumer base. |
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