Target Marketing: Enhancing Your Sales and Marketing Effectiveness
By Jill J. Johnson, USGTF Contributing Writer Minneapolis, Minnesota
While it may seem very limiting to narrow your market, the truth is you cannot be all things to all people. It is difficult and costly to develop effective promotional messages or reach your most likely purchasers if your target is too broad.
There are three major components to developing effective target marketing for sales results. First, you have to clarify your market segments. Then you have to engage in data mining to verify the market opportunity really exists. Finally, link your target market to your operating, sales and promotional strategies.
1. Clarify Your Market Segments
A solid framework for evaluating your target market incorporates many different variables to develop your customer profile. The key is to begin to identify the distinctive patterns of attitudes, desires, concerns, and decision-making criteria for them. By understanding these elements, you can focus your marketing approaches to more effectively reach your target audience and to influence their purchasing decisions. Customers are more likely to identify with messages specifically tailored to their individual needs.
Target marketing typically incorporates an assessment of the demographics of your customer base. There are many demographic variables that can be easily identified and measured. A few examples for a consumer market include such aspects as age, gender, income, or marital status. Business customers can consider aspects such as employees, revenue, or years in operation. Knowing where your customers live or work is another method for evaluating your target market. Geography is typically combined with demographics to measure market size.
The psychological profile is an exceptionally important variable in target marketing. Under-standing your customer’s personality, buying motivations and interests provide powerful opportunities to develop communication messages designed to trigger a buying response in your customer.
Other variables may influence your customers ‘purchasing decisions. These can include generational differences or customer brand loyalty. They may be highly influenced by other people being involved in their purchasing decisions. Do you need to position your marketing messages to influence decision influencers, too? Clearly assessing these target market segments provides a gateway for creating better marketing messages to ensure your customers and their decision influencers are compatible with your options.
2. Data Mining
The second critical step to developing your target markets is to quantify your market size. You do this by data mining. Data mining involves analytically reviewing your internal customer and comparing it to external market information. Look for patterns and relationships to help understand your customer’s buying patterns and opportunities to influence them at each stage of their buying decision cycle.
Start by reviewing your Internal Customer Data. Prepare historical summaries reflecting several years of data. Most people only look at one year of data – this is not sufficient to help you determine if your market has achieved its maximum potential or is on a decline. Look for trends and patterns. What types of profiles can you create of those who buy from you? When do they buy? Who is most profitable to you? Start evaluating how effectively your marketing approach reaches them and matches their purchasing decision approach.
Then, conduct a detailed review of the available External Data. Assess how your current customer profile matches up with the real market opportunity. Do the demographics show a potential for long-term growth? Does the data show anything else that might impact your sales success?
3. Tie Your Target Market to Your Promotional Activities
Promotion must be customer oriented and matched to how, why and when they buy. Whereto they look for information to solve their problem or meet their need? It is not about what you want to sell them. You will need different marketing messages for those who are at the awareness stage gathering information than those who are ready to make a final purchase.
Match each of your promotional efforts to your target market. Clarify in detail how it benefits or provides value to them. What needs of theirs does it meet? How does it meet their needs in ways your competitors cannot?
Make your prospective customers understand how you will help them solve their problems or meet their needs by using your target market insight to customize your promotional messages! Tie your promotions to their decision-making cycle and move them through their purchasing decision-making stages in a deliberate and effective manner. Heal their pain points!
There are numerous promotional options beyond sales activities that can help you communicate with your target market. These include advertising, public relations, social media, collateral materials, direct mail, email campaigns, website, ours, presentations, networking, participating in community events, open houses, trade fairs, using giveaways and generating referrals from satisfied customers.
The effectiveness of how you communicate your value to your customers and key referral sources will determine your ultimate sales success. Communicate with them in the ways they expect. Develop a matrix to clearly define each target market you want and need to influence. Then identify how you will use each promotional opportunity to communicate with and influence each market segment.
Final Thoughts
Using target marketing provides you with a disciplined approach to crafting highly effective marketing messages that have the potential to drastically influence your sales. The process of target marketing is ongoing and dynamic. You have to work hard to keep up with your market and discern when it is changing. Changes can be subtle. You will need to adjust your strategies to change with them or you may have to find new customers to remain a viable business.
ABOUT THE AUTHOR: Jill J. Johnson is the president and founder of Johnson Consulting Services, a highly accomplished speaker, an award-winning management consultant, and author of the bestselling book Compounding Your Confidence. Jill helps her clients make critical business decisions and develop market-based strategic plans for turnarounds or growth. Her consulting work has impacted more than $4 billion worth of decisions. She has a proven track record of dealing with complex business issues and getting results. For more information on Jill J. Johnson, please visit www.jcs-usa.
Tools To Grow The Game
www.GolfTrainingAids.com – You can follow them on Instagram @GolfTrainingAids
The golf industry has been working hard on ways to grow the game. As the founder of the first international values-based junior golf camps in the 1970s, Dr. Gary Wiren gives this advice:
“The biggest problem we face is reaching prospective players in non-traditional settings. Plenty of people want to learn to play golf. The key is keeping the instruction simple while ensuring success. Make it fun and they will come – that philosophy works at any age.” – Dr. Gary Wiren
The points made by Dr. Wiren are, first, don’t go to a golf course or driving range to recruit new golfers; they are already there. Move away from the course to reach players in non-golf settings, namely schools, churches, city parks, community centers, senior care facilities, YMCAs, etc. Secondly, technical jargon should be replaced with simple instructions that allow the player to see, feel and understand the game. Lastly, keep it fun. Golf is a game wherever it is played.
If you had to pick one indispensable tool to teach the game, what would it be? As the general manager of a company whose mission is to work with teachers to find the most useful teaching products, I can shed some light on what products are proving their worth on the lesson tee. Below are three groups of products: perennial favorites, what’s hot now, and the most useful kits for teaching beginners. After all, growing the game not only means recruiting new players, but keeping the ones you have happy. Everyone wants to improve their game!
Here are the 10 top aids that have been on the market for more than 5 years. There are hundreds that are useful, but these are the top of the charts: Swingyde, Orange Whip, Impact Bag, eGolfRing, Impact Ball, Alignment Rods, Impact SNAP, Putting Alignment Mirror, Putting Arc T3, Power Fan.
Next, let’s look at 10 products you don’t want to miss that have come to the aid of the golf world more recently. Consider this a recommended reading list for your next lesson plan. Some are great visual aids, others measure speed or precision, while some will make your life as a teacher a little easier: The Hanger, Chip Tac Toe, Acu-Strike Mat, SmartBall, PuttOUT Pressure Trainer, SuperSpeed Sets, Perfect Practice Putting Mat, Strike Spray, Colour Path Golf System, Total Golf Trainer.
But the question remains, what is the best way to start someone off right? How do you teach a person golf where traditional golf may not even be allowed? What is the best “first touch” golf system?
The answer is Wally Armstrong’s Go Start Golf kit. Wally is a USGTF member and lifetime Tour member who has invested over 30 years bringing our great game, with safe equipment and fun teaching methods, to first-time players of all ages and abilities around the world in every setting imaginable.
The coaching kit provides his AirGolfFlyers, which teach the game of golf and a feeling for the four shots of golf, all while playing. Wally calls this his Play-To-Learn golf method. Participants learn the rules of golf and the terminology as they’re developing their swing feelings. There are many fun games that can be played indoors or outdoors using AirGolf. Once these basic swing, distance and direction skills are acquired, the student transitions into ShortGolf. ShortGolf provides safe and fun First Touch equipment that you can utilize in your lesson plans to get them hooked and grow the game.
Moving away from the golf course and using a proven First Touch training system that can be used anywhere and will bring more players to the game. Keeping your lessons fun and focused will keep them playing for life.
Dane Wiren is general manager and John Leighton is customer relations manager for www.GolfTrainingAids.com. Founded in 1984, the company offers the largest selection of teaching aids in the world. Discounts are provided to USGTF members.
As a Certified Golf Teaching Professional® – Is a Social Media Presence Important?
I’ll cut straight to the point by stating one simple fact: Your business needs a “healthy” social media presence.
Having a social media presence has reached the level where it is “expected”. If people search for you or your business and you don’t have a “healthy” presence on social media they often move on to the next business that does. A healthy and viable social media presence should be an essential element of your marketing strategy.
There is never a “wrong time” to start building a social media presence. With that being said it is vital that your presence reflects yourself and your business in a professional manner. This is especially important in the golf industry (I’ll address this specific topic in an upcoming article).
A consistent and viable Social Media Strategy can drive credibility and growth for yourself and your business by building relationships with your customers and prospects.
Five ways a Social Media Presence can benefit your Golf Business
Increased visibility and awareness of your brand
Through a consistent and relevant social media presence targeting your “niche” and region will ultimately increase awareness of your “brand” of services and/or products!
Build engagement with customers and prospects while taking customer service to a higher level
Social Media provides an effective platform to engage with your customers and prospects by offering online support.
Build authority for yourself & your business within the Golf community
Today’s customers have become more discerning when making the decision as to which businesses they choose to patronize and support. More often than not they will look for you and/or your business online. They will have an expectation of finding a professional, functional and up to date website. In addition they will be looking for your Facebook Business Page as well as other social media platforms such as LinkedIn, Twitter, Instagram or Pinterest. This provides you with the perfect opportunity to establish yourself as an “authority” in your niche. Be it as a golf teacher, golf coach or in the golf merchandise business. This is your opportunity to outshine your competition.
Social Media Marketing is less expensive than traditional advertising
Let’s face it, conventional marketing (TV, Radio, Print Ads, direct mailing…) can be very expensive and not every business (especially small businesses) can afford huge campaigns. With social media advertising you can get a lot of value for your dollar. This provides an excellent and affordable opportunity to grow your audience. Using social media advertising platforms such as Facebook and/or Instagram you have the ability to reach out to a very specific and targeted market. If you make use of no other social media platform I highly recommend that you at the very least have a viable/active Facebook “business page” presence. I must emphasize that the “business page” presence is not the same as having your own personal Facebook. All posts/content on the business page need to be relative to your business or industry. This is not the place to be posting photos of you and your buddies Saturday night venture to the brew pub (I will address post content in an upcoming article).
Facebook is one of the most popular social media platforms among adults in the United States. According to Pew Research Center surveys conducted in 2018 around two-thirds of U.S. adults (68%) actively use Facebook. By using the Facebook marketing platform you can target your advertising by region, sex, age, profession and interests. This is one of several means in which you can reach out to a large targeted audience within your geographic region.
Although it isn’t necessary to used paid social advertising to build your brand and find new customers it is by far the fastest means to do so. You always have the option of making full use of the appropriate platforms without the use of paid ads. This can work well if you happen to be someone that already has a personal social presence with a significant following. You can simple invite your current friends/followers to follow your new platforms and start building from there. This is a great approach to use to get started even if you plan to develop a paid advertising campaign.
Note: This is the first in a series of Social Media Marketing articles. Be sure and click on one or more of the Social Media Icons at the top right of the page to follow us on your favorite social platform. I monitor all of the USGTF social platforms and will be posting additional articles through those channels. If you have any questions in regard to social media marketing feel free to contact me either through USGTF social channels or directly via my email: weaverentp@gmail.com
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Thirty Years of Constant Change
There’s an old saying, “The more things change, the more things stay the same.” That applies to the golf industry somewhat, but no one can doubt the seismic changes the golf landscape has seen in the past 30 years.
This year, 2019, marks the 30th anniversary of the founding of the United States Golf Teachers Federation. But when we think back to the beginning of 1989, things were markedly different, not only in the golf industry as a whole but also specifically in the golf teaching industry.
Golf schools thrived. Nationally recognized schools such as Golf Digest, Roland Stafford, Craft-Zavichas, Ben Sutton, Mt. Snow, United States Golf Academy, and of course, The Florida Golf School and the Illinois Golf School were attended annually by thousands of students from everywhere. The latter two were owned and operated by Geoff Bryant, who was able to successfully enter the golf school industry in the early 1980s with locations such as Club Med Sandpiper in Port St. Lucie, Florida, and Rolling Hills Country Club just down the road in Fort Lauderdale. With the success of those early locations, The Florida Golf School soon expanded to other destinations such as Daytona Beach, Clearwater, Lehigh Acres and Pompano Beach. Summer sessions were held at the Eagle Ridge Resort in Galena, Illinois.
Golf in 1989 was different than what it is in 2019. Wooden-headed drivers were still the norm and balata golf balls were played by tour players. Metal spikes still click-clacked on cart paths, and the back tees at most courses topped out at around 6,800 yards. Greg Norman, Nick Faldo, Seve Ballesteros and Curtis Strange ruled the professional game with drives that averaged in the 260s-range. Going for a par-5 in two shots was a big deal, and most of the time a fairway wood was required. Greens at tour events usually read around 9.5 on the Stimpmeter, and major championship events featured greens that rolled at a lighting pace, 11 or so. Pebble Beach could still be played for around $150, and premium golf balls cost around $2 per ball or $24 per dozen.
Getting back to the teaching industry, while golf schools were thriving, local professionals were doling out individual lessons, but most of the time students were getting a teacher who had not been properly trained – if he was even trained at all. And note that the use of the pronoun “he” is not an accident in that last sentence. Women professionals were few and far between unless they belonged to the LPGA. The system back then was that the head professional was supposed to help his assistants learn to teach, but in fact most would-be professionals were tossed out on the lesson tee and expected to figure it out for themselves.
In this backdrop, Bryant had a difficult time finding the qualified and personable teachers that he sought. So in 1989, he ran an ad in Golf Digest that said, “Learn to teach golf. The profession of a lifetime.” In September of that year, 12 candidates showed up at Lehigh Acres to learn the craft of teaching the game, and in January 1990 over 40 came. This signaled an historic sea change in the way the golf teaching industry would conduct itself, and golf teacher training and education would never be the same.
Those early classes featured a multitude of examiners with a wide array of teaching experience, imparting their wisdom to their charges. In turn, the newly-minted members returned home and successfully started their own teaching businesses. This change was so profound that at a PGA of America national meeting in the early 1990s, they realized that the USGTF had usurped its position as the “leader in the field of golf instruction,” and changed the way its members were certified as a direct result.
The dawn of the internet age in the late 1990s and early 2000s meant that online learning was taking place at colleges and universities, and the USGTF soon expanded into this area when it began offering Associate Member courses through online training. Looking into the future, plans are in the works to offer webinar-based certification classes and the ability of USGTF Master Teaching Professionals to certify members at their home facilities.
Golf itself today would be unrecognizable in many ways to golfers back in 1989. Small wooden-headed drivers have been replaced by 460cc titanium and composite drivers; metal spikes replaced by state-of-the-art plastic spikes that actually offer better traction; balata balls replaced by multi-material rocket-ship golf balls; par-5 snow routinely reached in two by professionals, and greens that Stimpmeter at 10-11 for everyday play at most top-end facilities. Rules are different in 2019, including taking drops from knee-height and leaving the flagstick in the hole while putting.
But even with these changes, some things do remain the same. Players of every ability want to improve. The challenge of getting a 1.68” ball into a 4 ¼” hole remains the same, even if the color of the ball is not always white anymore. Getting out into the fresh air and sunshine with friends is still sought after, even if occasionally a few times during the round one or more of the foursome have to check their smart phones.
But most of all, golf remains the enjoyable challenge that it has always been. And that part is sure to remain a constant for as long as the game is played.
The Three Swings of Wright Balance: Which One Are You?
USGTF Contributing Writer, Oakland, California
Our 25 years of research has yielded the following: In summary, we are able to do simple body measurements, provide a student with stance widths that recruit different “core regions, “and match stance widths, posture and grip to their playing core region for maximum power and consistency. There are three ways to swing a golf club. These swings come out of one of our three core regions.
The following is an illustration of nine core regions that are identified by a printout from the results of the measurements of stance widths that recruit precise core regions. Each core region has different stance widths, posture, grip and swing characteristics.
The nine core regions within three main core regions
These nine core regions relate to one of three golf swings as follows:
Lower Core Swing
The “lower core,” regions 1, 2 and 3, entails the area from the navel to the pelvic floor. Players in this region have the widest stance width of all players. They “test” for greater strength in their lower body and they have the ability to place their trail arm inside their hip in the downswing. Lower core players are body swingers. They have the strongest grip, the greatest shaft lean, and the greatest trail shoulder tilt at address. When we measure the posture angles of the lower core player, their spine angle and thigh angles are equal. Their spine and thigh angles are 151 degrees or less when measured 90 degrees to the ground. Their ball position is center to center- back to accommodate the greater shaft lean. The butt of the club of the lower core player will point toward the target-side thigh.
The lower core player has a short thumb due to gripping the club so that the bottom of the grip crosses the second pad up on the middle finger of both the left and right hands. This grip “in the fingers” is what produces the greater shaft lean and stronger grip. Shaft lean is a natural position produced by the grip.
The lower core player starts the sequencing of the backswing with their upper core as the shoulders, arms and hands turn as one unit. Their trail hip turn is deep and the target-side knee points to the front of the ball. The wider stance width facilitates a restriction of the hips in the backswing. The lower core player has the greatest separation of the upper and lower body in their backswing. The plane of their shoulders approximates level at the top of their backswing and/or they sit down and level their shoulders before starting the club down, similar to Dustin Johnson and Jordan Spieth. Their center of mass is over their trail hip at the top of their backswing and their trail hand is “under,” with the forearm of that trail arm perpendicular to the ground.
In the downswing, the lower core player begins with a rotation of their hips and their shoulders, then the arms and hands follow, just the opposite of the backswing sequence. The trail elbow is seated inside the trail hip in the downswing, similar to Ben Hogan, and the shaft plane crosses the trail arm and drops further as the butt of the club points at the lower core at impact. The hips are 75 to 90 percent cleared at impact and the delivery to the ball is under, with an extension of the clubhead down the line.
The lower core player’s balance is over the center of their arches at address and through the swing. This is an important point we will revisit. Again, note that the lower core player’s balance is over the center of their arches. The lower core player gets their power from the ground using linear (horizontal) and torque (rotational) ground force with minimal to no vertical forces through
their swing.
Ben Hogan is the poster person of the lower core player. His swing was the model for many teachers for decades, myself included. And why not? A player of Hogan’s caliber should be emulated, but maybe not. Read on and you begin to see how unique each of us is.
Current lower core tour players include Johnson, Spieth and Paula Creamer. In spite of the proliferation of Hogan’s model, lower core players are rare in men. I am a lower core player. My legs were always the strongest part of my body and still test the strongest to this day. Lower core players are more often found in women players due to the fact that the greatest lean muscle mass in women is in the middle and lower core. Men, as a rule, have greater lean muscle mass in their upper core. Our research shows that the lower core male is a rare breed. Out of 90 elite male players and 10 elite female players in a study of ground reaction force one of my colleagues is doing, he found six percent tested strongest in their lower core. If he had an equal number of women in this study, we would find that the majority of the women would be lower and middle core players.
Upper Core Swing
The upper core, regions 7, 8 and 9, includes the base of the sternum to the neck. Players in this region have the narrowest stance widths, the least amount of shaft lean and a forward ball position. Their stance width is well inside their shoulders. The upper core player’s shaft lean is just inside the interior groin of the target-side leg, closer to their midline than their target side thigh.
The upper core player has a long left-hand thumb due to gripping the club so that the grip crosses the first pad up next to the palm on the middle finger of both the left and right hands. This grip position is what produces the minimal shaft lean and weaker grip. Shaft lean is a natural position produced by the grip.
The upper core players “test” for greater strength in their upper body and their trail arm will only “seat” at the side of the rib cage when tested, much less than the lower core player. The upper core player is unable to seat their trail arm inside their hip in the downswing. Their trail elbow is outside the trail hip on their side. Upper core players are arms and hands swingers. Their weak grip and grip position produce the least shaft lean and the least trail shoulder tilt at address of all the players.
When we measure the posture angles of the upper core player, their spine angle is much greater than their thigh angle. The thigh angle measures 158 degrees or greater at address.
The upper core player starts the sequencing of their backswing with both their upper and lower body. Their trail hip turn is deep and the target- side knee points well inside the back of the ball. The upper core player has the greatest hip turn and the least separation of the upper and lower body at the top of their swing, and the plane of their shoulders is vertical. Their center of mass is over their target side at the top of their backswing and their trail hand is on top of the grip, with the forearm of that trail arm “flying,” two things I attempted to “fix” in too many players. When I would see that upper core players with their center of mass on the target side, I believed that was a “reverse pivot” and the “flying” trail elbow, I believed, needed to be inside that target-side hip, just like Mr. Hogan. Why not? That worked for Mr. Hogan and for me. Why not everybody else? Fortunately, the great upper core players did what was “natural” for them. They use terms like covering the ball and release of the arms and hands.
In the downswing, the upper core player is already target side. They begin with a rotation of their shoulders and hips. Many upper core players will describe a feeling of an “over the top” swing as they begin to work on their new motion. The trail elbow is “outside” the trail hip in the downswing. As the hips reach parallel to the target line, there is a change of direction upward, and the upper core player often comes out of posture, rising through impact. The hips have minimal clearance at impact due to the direction change upward and also due to their balance being on the balls of their feet. The arms and hands lead and exit quickly left in the release of the club. The club points at the upper core at impact. Rising through impact is a must for the upper core player. If you tell an upper core player to stay in their posture through impact, you will see an immediate power leak.
The upper core player’s balance is over the balls of their feet at address and through the swing. This is an important point we will revisit. Again, note that the upper core player’s balance is over the balls of their feet. The upper core player gets their power from the ground using torque (rotational) and vertical ground force. The upper core player has very little, if any, linear/horizontal motion in their golf swing as they load to their target side with a big trail hip turn, elbow out and on top position at the top of their backswing.
Current upper core tour players include Patrick Reed, Martin Kaymer, Phil Mickleson and a significant percentage of those playing the PGA Tour now. The only upper core women’s tour player I have seen is Laura Davies. Upper core players are rare in women.
Middle Core Swing
That leaves us with the middle core player. The middle core player is the hybrid. They have characteristics of the upper and lower core player. They have the “gold standard” swing. The middle core, regions 4, 5 and 6, entails the area from the navel to the base of the sternum. Players in this region have a stance width in between the upper and lower core players. They “test” for greater strength in their middle body around their torso and they do not have the ability to place their trail arm inside their hip in the downswing. Middle core players are both body swingers and arms and hands swingers.
The middle core player has a “neutral” grip, with the bottom of the grip crossing the first knuckle joint of the middle fingers of the left and right hands. This grip position produces a neutral grip, and their shaft lean is between the upper and lower core player, as is their stance width.
When we measure the posture angles of the middle core player, their spine angle is slightly greater than their thigh angle. Their thigh angle measures between 152 and 158 degrees, generally in the 154 to 156 range. Their trail arm seats just at the trail hip in the downswing.
The middle core player starts the sequencing of the backswing for the first 12 inches or so with their upper core as the shoulders, arms and hands turn as one unit, then the hips release. Their hip turn is greater than the lower core but less than the upper core. Their target side leg points just inside the back of the ball. The middle core player has separation of the upper and lower body between the lower and upper core in their backswing. The plane of their shoulders is “neutral” at the top of the backswing. Their center of mass is centered over the pelvis at the top of their swing. Their trail hand is on the side of the grip at the top of the swing, and their trail forearm is perpendicular to slightly “out,” relative to the ground.
In the downswing, the middle core players begin with a rotation of their hips, and their shoulders, arms and hands follow, just the opposite sequence of the backswing. The downswing shaft plane crosses the middle core and the butt of the club points at the middle core at impact. The trail elbow is seated at the trail hip in the downswing. The hips are 45 to 60 percent cleared at impact and the delivery to the ball is on the side with a release 45 degrees (diagonally) to the target line.
The middle core player’s balance is just forward of the center of the arches and behind the balls of the feet at address and through the swing. This is an important point we will revisit. The middle core player gets their power from the ground using linear (horizontal), torque (rotational) and vertical ground force, all three power sources.
Current middle core Tour players include Adam Scott, Jon Rahm, Jason Day, Ernie Els and Justin Thomas. LPGA Tour players are middle and lower core. Each of these middle core players share a bit of upper and lower core characteristics.
Balance Points of the Different Core Regions
Now let’s revisit the points of balance in each of these core regions. Everything I have described here is related to balance. The lower core player is over the center of their arches and their ball position is center-back in their stance. Without a club, and with a ball on the floor or ground center-back in a wide stance, set up in a posture so your weight is over the center of your arches. Turn your trail hand so your palm is angled up toward the ceiling at a 45 degree angle. Now, turn back to the top of the swing with your weight still over the center of your arches and your trail hand in that “strong” position. Notice that your center of mass is over your trail hip side. Now start your downswing with your hips and notice how easily your hips turn through to finish in that center of arches position.
Now let’s go to the balance and setup positions of the upper core player. Set your weight over the balls of your feet, move the ball forward and narrow your stance. Now turn your trail hand to a “weaker” position so that it is angled toward the floor at a 45 degree angle. Now, turn in your backswing with your weight over the balls of your feet and your trail hand angled down with a forward ball position. Don’t fight staying on the target side. That is where your center of mass is going, so let it go. If you “move off” the ball as your first move, you won’t feel that target-side center of mass. Just rotate around that forward ball position. Remember, the upper core player uses rotational and vertical ground force. You have the rotational force in your backswing and downswing. Let’s find the vertical force. Stay on the balls of your feet and start your downswing. Notice how your hips “stall” at impact and you change direction moving upward. There’s your vertical ground force. Notice how quickly your arms and hands exit left as they pull your hips through. Also notice the feeling of “covering” the ball.
Lastly, let’s go to the middle core motion. Set your stance width just inside your armpits. Move your ball center to center-forward in your stance. With a flat palm, point the fingers of your trail hand straight ahead so that your trail hand is perpendicular to your body. Set your trail arm elbow just forward of the middle of your body and on your trail hip with your fingers still pointed straight ahead. This is a “neutral” trail-hand grip position. Set your weight just forward of the center of your arches and just behind the balls of your feet.
Now with your fingers pointed straight ahead, slowly begin your backswing with your shoulders, arms and hands. When your trail hand reaches 30 to 40 degrees to your target line, release your hips and continue turning. You should feel very centered in your backswing over your pelvis. Now turn through to the finish starting with your hips, keeping your balance just forward of the center of your arches and behind the balls of your feet. You will notice a release of your hips that is greater than the upper core swing and less than a lower core swing. You may notice minimal lateral motion back to the ball and a tendency to come up and out of posture. Notice that you are somewhere between the feeling of an upper and lower core impact position. The middle core player uses the ground in all three forces, linear or horizontal, torque or rotational, and vertical or launch.
If you are interested in exploring more about Wright Balance as it applies to your playing or teaching, take a look at the e-book on the homepage at www.WrightBalance.com. You will find the history and the brain trust behind the research and several hundred pages of illustrations of tour players from upper, middle and lower core regions.
USGTF honorary member David F. Wright, Ph.D., holds two doctorates. His areas of specialization are in research, the psychology of learning and psychophysiology. He was a member of the full-time faculty of the University of Southern California School of Medicine for four years and he has been a member of the clinical faculty of the School of Medicine for over 25 years. Dr. Wright has been a golf teaching professional since 1982. He is the author of four books on golf and numerous golf magazine and professional journal articles, videos and audio CDs. Dr. Wright conducted a three-year golf research project in Dr. Frank Jobe’s biomechanics lab at Centinela Hospital in Los Angeles from 2004 through 2007. He has been described by Sports Illustrated and Golf Magazine as the “balance expert” and in Golf Digest of Japan as the “foremost expert on balance” and “…leader in balance instruction across all sports and industries.”
We Have A New Set Of Rules…Big Deal
What’s the big whoop about new and simplified rules? I guess it’s human nature to resist change, but anything to speed up play is good, in my opinion. I just wonder why it took so long to get these implemented. The process began back in 2012. Remember the Nike ad – “Just Do It.” Heck, if you’re the so-called ruling body, you should be able to make whatever changes are in the best interest of the game. There were originally 13 basic rules, and except for the one saying you must tee off within one clublength from the hole, they served the game well for hundreds of years. Now, there will be 24, down from 34. They’re going in the right direction.
But here is the real rub: 90 percent of golfers don’t play strictly by the rules, anyway. Yes, rules are important. As Kramer once said, “Without rules, there would be chaos.” For tournament play, absolutely! The average golfer is just out for a day with their buddies. I play with a group of guys once a week. Even after a half-hour on the driving range, they all hit two balls off the first tee. It’s commonplace to improve their lie or take a drop for lost balls and O.B. shots instead of going back to replay. Guess what? They use their illegitimate handicaps each week and no one complains about rule breaking in the $5 skins game. So, if I were the King of Golf, the last page of my rule book would say, “These rules are for tournament play. For all other forms of recreational play – do as you please.”
Little Things Lead to Big Scores
If you ask golfers what you need to do to shoot low scores, they probably would say things like hit the ball far and straight and make putts, and they would be correct. Shooting low scores requires a certain skill set that is honed through years of dedicated practice.
To achieve these skills, golfers everywhere spend countless hours on the range and practice putting green, working tirelessly to improve. They may also receive professional instruction, which focuses largely on mechanical technique. A certain few may further seek out help for the mental game in the form of books or visiting a sports psychologist. All of these skills are necessary in order to play the game and to shoot the lowest scores possible.
But often overlooked are the little things that can wreck a score. Newly crowned United States Senior Golf Teachers Cup champion Grant Gulych has three things he considers important. “I always figure if I don’t have penalty shots, don’t three-putt and don’t make double bogeys or worse, I have a great chance to win,” said Gulych. Those who average around 90 – bogey golfers – can certainly alter their play to avoid penalty shots and three-putts. However, avoiding double bogeys for 90-shooters can be problematic, so they can amend this advice to avoiding triple bogeys.
Noted teacher Hank Haney says that to prevent big numbers on the scorecard, three things must happen: no penalty strokes, no three-putts and no “two-chips” (taking more than one shot to reach the green on short pitches and chips). The first two mirror Gulych’s list, while the third is something that the late USGTF examiner John Nichols always said. Nichols put it another way, describing it as “making sure your miss is on the green.” It underscores how important it is to make sure you have a putt instead of another chip. This may involve becoming more conservative when the golfer is short-sided (where there is not much green to work with when the ball is off the green), and accepting a longer putt instead of trying to get the ball close.
Mark Harman, USGTF national course director and newly crowned CGTF and United States Golf Teachers Cup champion, has what he calls his “cardinal sins” to avoid: three-putting, missing a putt from under four feet, making bogey with a wedge approach and making either a six or a double bogey or worse on the card. In winning the CGTF and U.S. titles recently in Niagara Falls, Ontario, Harman did not have one cardinal sin on his scorecard.
What do all of the items on Gulych’s, Haney’s and Harman’s lists have in common? All of them are seemingly easy enough to avoid, but all of them are also advice given to and by excellent golfers! So if low handicappers and pros struggle with these simple items, imagine what the club golfer faces. Harman, for example, says that he routinely averages two to three strokes lost every round by not avoiding his “cardinal sins.” Gulych, while an accomplished champion, doesn’t emerge victorious all the time, which means he commits the errors on his list when he doesn’t win.
Each item on these lists highlights how important it is to avoid the little things that can lead to big scores. For example, the tee shot on a particular hole may be fraught with danger everywhere. The driver may not be the best play, so the player should use the longest club that he trusts will hit the ball into the fairway. When it comes to penalty strokes, the golfer needs to take extra care to shoot away from the penalty area or hazard, and not take unnecessary risks. It can be tempting to take Phil Mickelson- type risks, but the golfer needs to ask himself what the penalty for failure is. Most of the time, the risk is not worth the reward.
On the greens, most three-putts are because the player’s distance control was lacking. Go to any golf course and you will see players mainly practicing from the 10-15 foot (3-5 meter) range. Very rarely will you see golfers spending adequate time practicing from outside 30, 40, or even 50 feet, but these are the very distances that three-putts become common. Most golfers are likely to have at least one or two first putts from long range, and these become almost sure three-putts because they never practice from there.
Yes, it’s the little things that destroy scores faster than a lack of ability to hit long drives or laser-like irons. Avoiding these little things are in the realm of most golfers, including average golfers. They just require an attention to detail, more conservative play, and common sense. A good coach will instill this mindset into their players, and the players in turn will see the rewards on the scorecard.
GOLF TEACHING PRO Magazine in the Mail
