Do you speak the language of your customers
You’ve probably asked yourself whether your players and your target audience understand you, right? The question is not whether they literally speak the same language as you. What I mean is, is the message you want to convey getting through to your target audience or your player?
There are two areas in your golf coaching business where it’s important that your message is understood the way you want it to be or the way you intend it to be.
In your golf coaching and in the marketing of your golf coaching business.
Your communication during coaching sessions
During golf sessions, it is important that you speak on the same level as your players. Let me ask you a question – are you sure that all your players always understand what you are saying or what you are trying to tell them?
Sometimes we forget the fact that not everyone knows what certain terms, for example spin loft slice or fade, really mean and what they are. Because they are part of our daily lives. The fact that your target group and your players are all golfers does not mean that they all have the same knowledge or interest in golf.
So what to do? Adapt your language according to the level of the player.
If you are coaching a group of beginners, pay attention to the golf language you use. Make it simple and entertaining. Use pictures to describe things.
Are you a fan of technical terms and enjoy showing this knowledge to your players? Then you should definitely make sure that your players understand everything correctly and have the same definition of these terms.
What happens if the player doesn’t understand you?
A player might be overwhelmed if you use a lot of technical terms during training. And not everyone will tell you that they don’t understand you, or tell you that they have no idea what you’re talking about.
Why?
Because not everyone will admit that they have no idea what you’re talking about. The reason is that nobody wants to look stupid. Maybe he’s already asked you once and you’ve explained it to him and he still hasn’t understood it properly.
Do you want me to tell you something great?
You won’t look any less competent if you use less technical jargon during your training sessions. In fact, it could be the other way round. The trick is to explain difficult things simple.
If you are unsure whether your players understand you, ask them questions and make sure they understand you and your message gets across. This can also help you to understand how well they understand technical terms and what they mean by them.
If there is miscommunication between player and coach, this will not lead to good training success and the player may become frustrated. They may not book another training session.
Always remember this: Not every player will tell you that they don’t understand you. But it is important for you to get your message across. So pay attention to your language, especially when it comes to technical terms, and always adapt your language to your players during training.
Your marketing message
Why is it important for your marketing activities to speak the same language as your target audience?
In the end, it’s like golf training sessions. You have to speak the same language as your target group. To do this, however, you need to have defined your target group and know what their wishes, goals, problems and interests are so that you can reach them. Who is the ideal customer for your offer?
Let’s imagine we want to advertise a beginners’ course or taster course. Then our target group would be people who are interested in golf but can not yet play golf. We can also define an age group and an area in which our customers live – this is particularly important if you have a stationary golf business and are not advertising an online course.
You can define your target group much more precisely, but I’ll skip that at this point. If you want to read more about ‘How do I define my target group’, then take a look at the following blog article here.
In order to reach our target group effectively and efficiently with our marketing activities, it is important that we speak their language, i.e. use words that they can identify with and understand.
What does this mean for our example – in the communication for our beginner course, we should avoid technical terms at all costs, as beginners don’t know them and therefore won’t understand them. We need to communicate something they want – to be able to play golf. Customers buy products to solve their problem or realise their dreams, among other things. Use this knowledge in your marketing communication.
A non-golfer interested in golf wants to try or learn to play golf.
A golfer – a person who already plays – may have a problem with the driver. Then you need to sell the solution – for example, hitting better / further with the driver.
Your communication must always be geared towards the target audience and adapted to the product you want to sell. A targeted approach to the target group is more likely to lead to better sales of the product.
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