Today we have a great article courtesy of Scott Seifferlein. A previous guest make sure to listen to his interview here. Take it away Scott.
Price does not create an emotional response and almost NOBODY buys on price. So why are over 95% of all golf instructors selling on price???
This month we will highlight the topic of creating an Emotional Based Message for your golf coaching business and why it will make you GOBS of money in 2014.
And don’t think for one minute that there is not GOBS of money out there to be made. In fact, if you can’t make money in the golf industry you have serious problems. You can send me all the hate mail you want. Trust me, you won’t be the first or the last. It’s time to face the music. More money is spent on golf by men than any other industry. Period!
See the full list at: http://www.theatlantic.com/business/archive/2011/04/how-the-american-man-spends-money/236888/
Now, back to your Emotional Based Message-
What it is: An emotional based message describes what you do when people ask and it does so in a manor that will cause them to say, “Really, how do you do that?”
Why you need it: Let’s face it. Golf professionals are boring people. When you are at a networking event attempting to sell memberships to your club or golf lessons and you tell people you are a golf professional, they usually say “Oh, that’s nice, where’s the coffee?” or they make some uneducated comment about Tiger Woods. I know – I’ve been there. And that is the worst response you can get.
People buy based on an emotional response to you the seller. The reason the golf industry has been fooled into believing that golfers will buy based on price is because the golf industry has chosen to sell them on price vs. all the other available options. It is imperative that you flip that mentality in your golf coaching business by changing all your messages to emotional based marketing messages vs. price messages.
How To Create An Emotional Based Message:
You must answer the following questions to create your emotional based message.
1. Why should I, the consumer, buy from you vs. all the other available options? (i.e. what’s in it for them?)
2. Why are you in business?
3. What are the benefits people would buy because they “want” your service/product, not because they “need” it.
Example EBM’s to respond to the question “What do you do”
“I turn your print fleet into dream vacations.” – Print toner sales rep
“I help stressed out CEO’s get their life back.” – private club sales director
“I perform golf exorcisms. Taking the demons out of your game and stopping your slice in five swings.” – golf instructor.
There you have it. Answer the three questions and you too will have an emotional based message to get others to respond with “Oh, really, tell me more,” and help you make GOBS of money in 2014.
Scott has helped independent contract golf instructors around the world raise their sales and income. In 2005, Scott was featured in Donald Trumps Book, The Best Golf Advice I Ever Received and he is a master at coaching golf instructors how to create free publicity on television, radio and print. Follow Scott’s marketing insight at www.youtube.com/USAGolfMarketing and download your free lead generation report at www.USAGolfMarketing.com