TFLAN Give em a copy of the Search book, or if they are attention deprived, the 32 page 12 Myths booklet and see what they have to say.
TOM -----Original Message----- From: [EMAIL PROTECTED] [mailto:[EMAIL PROTECTED] On Behalf Of tflan Sent: Tuesday, October 24, 2006 3:42 PM To: ShopTalk@mail.msen.com Subject: Re: ShopTalk: Educating the consumer (was: New Wishon Book) Here's a tag on this. a couple of young males at our CC spent some considerable time a few days ago telling me that component clubs are junk. Only OEM stuff is worth buying. No custom "clone crap" can compare favorably, etc. These young men are ages 16 and 14. Where do you suppose they learned this? Why from our pro. Where else? TFlan ----- Original Message ----- From: "Dave Tutelman" <[EMAIL PROTECTED]> To: <ShopTalk@mail.msen.com> Sent: Tuesday, October 24, 2006 2:54 PM Subject: ShopTalk: Educating the consumer (was: New Wishon Book) > At 03:05 PM 10/24/2006, Tom Wishon wrote: >>Jokingly, I will tell you that Search Driver is more of the same in >>terms of it being pro-custom fitting, pro-clubmaker, and anti-standard >>clubs off the rack...it is shorter than the first Search book - done >>consciously >>so that 'attention deficit' golfers who haven't sat down to read a real >>book in years can be compelled to find the energy to read it... >>The book is also written in a dialog form, which is different than the >>first Search book. This too was done consciously as a way to capture >>golfers who don't read much anymore in this fast paced internet, >>bullet-point information age. >> >>...So if we're lucky, >>it will get publicized much more than the first one - and if that >>happens, Clubmakers will be getting more phone calls from golfers, which >>is my/our whole mantra in our work these days. > > For almost three years, I've been on a team working on a project with a > similar aim. John Ford of the Golf Institute of America in Naples FL has > produced a video to educate consumers, and it just became a product a > little over a week ago. > > The goal is to wean golfers away from off-the-rack clubs by convincing > them they are being ripped off, and that they will get better quality from > a good custom clubmaker. As Tom says, there are a lot of people in the > target market who won't sit down and read a book. John felt that a video > would be a better means to reach that segment, and he has done it well. > > You can see the promotion for it at http://golfatthenextlevel.com/ . It is > a medium-hard sell for the "kit", which will educate the consumer in > several ways: > > * It teaches them the key specs that need to fit them right, and that > getting them wrong will hurt their game. > > * It demonstrates that off-the-rack clubs are NOT the way to get those > specs right, and that the big brands are no better and usually worse than > custom clubs. > > * It gives them the tools to test whether their own clubs get it right for > their swing, in a number of important ways. (Lie angle, face impact, grip > size.) > > * It gives them an education in how to shop for clubs -- including how to > shop for a custom clubfitter. > > * It convinces the consumer you don't need to mess with your swing; but > you do need equipment that fits that swing -- and a solid pre-shot routine > that takes out swing variation. > > Take a look at the web site. The pitch may seem a little over-the-top; it > was designed by a direct-marketing professional to generate sales. But the > message in the video isn't that different from Tom's in terms of content. > It is A LOT more aggressive than Tom has been in taking the OEMs to task. > That, and a visual instead of written presentation, are the biggest > differences. > > Take a look. > DaveT > > PS - While I did work on this, and take pride in the result, I have no > financial interest in the product. > > > -- > No virus found in this outgoing message. > Checked by AVG Free Edition. > Version: 7.0.408 / Virus Database: 268.13.11/493 - Release Date: > 10/23/2006 > > >
