Here are some hard won secrets for selling in the golf market…
From one of the ablest marketers of our time.
Jerry Heard was on the PGA circuit for six years when he was struck by lightning along with Lee Trevino and three other golfers at the Western Open in 1975.
That was the end of his pro golf career as a player and he opened the Jerry Heard Golf Academy on the Gulf Coast of Florida.
In the 1990s, Ben Suarez turned Heard into a mailbox superstar and sold millions of dollars worth of his “Golf Secrets of the Big Money Pros.”
Incredibly, Suarez has also run full page golf ads in general publications for 20 something years. Other than Suarez’s insertions, the ONLY print market exists in the golf magazines, so the fact that this ad ran successfully for five solid years is telling — it’s a model swipe for how to sell by mail order to golfers.
The Cliff Notes for selling to weekend golfers who dream of hitting par is simple:
Promise them quick and easy power and distance!
“Finally, new advanced swing method enables weekend golfers to learn in 30 minutes to hit 230 to 270 yard drives, straight down the middle, nearly every time. And Dramatically improves wood and iron play, too.”
It feels like a lifetime ago that ads like this ran in general circulation newspapers and of course, twenty plus years is a lifetime in direct response terms. All these years later, this ad hits the WHITE HOT center of the golfer’s market