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E-ssential
Message # 022:
How to improve your golf game (and your Essential Message)
My friend Stuart Morley is one of the smartest, most insightful and positively helpful business consultants I know. However, he isn't a great golfer. So when we spoke after his golf lesson last week, and he told me that he had learned something that would improve his golf game and his Essential Message at the same time, I had to find out more.
The golf Pro told Stuart that most people spend far too much time focusing on the ball and taking practice swings. Instead, he suggested, the better golfers focus on the pin and visualize the ball's flight coming backwards to the tee. With that image firmly planted in their mind, they quickly look down at the ball for a maximum of one or two seconds and then take their swing.
Once again, Stuart was bang on.
When most people try to come up with the right way to describe their business or the right things to say in a sales situation, they spend far too much time agonizing over the features and benefits of their product or service. Just like the better golfer who focuses on the pin, the more enlightened communicator focuses on the other person or people.
When working on your Essential Message, look at the needs and goals of your best clients and customers. Once you have a clear view of their needs and goals, visualize backwards to the best way to apply yourself and your products to meet them.
Then keep practicing! It's the best way to increase your chances of getting a hole-in-one -- in golf and your Essential Message.
PS: Today we surpassed 1,000 subscribers to The E-ssential Message newsletter. It's a small but important milestone. Your recommendation is how we grow. Yes, please forward this e-newsletter to your friends and colleagues. Thank you.
FYI:
If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
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