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Fish Story Your Message!



My two children are good golfers… as in VERY good golfers! They both want to be TOUR players and I believe as their dad and coach that they can do it!


Not too long ago, my wife and I decided it was time for them to get their golf clubs fitted to make sure that their equipment was right for them. They each went through an hour-plus-long process with an expert PGA club fitter and when it was all over, he sat down with us to review his findings. The conversation went something like this:


“… swing speed is at 115 mph with a ball speed of 172 mph. The average angle of attack was -2.8 and the spin rate was around 2412 rpms, with a launch angle of about 10.4. So for the driver, I recommend a Mitsubishi Diamana D+ 70TX shaft with the ideal loft set at 9.5 degrees. The lower kick point….”


My wife glanced at me with a look that said, “Not even Google Translate understands what this means.”


To the pro’s credit, he picked up on her facial expression, stopped mid-sentence, and said, “It comes down to this. The clubs your kids are currently using won’t let them improve to the next level of their playing ability. These clubs will.”


The next words my wife uttered were, “Do you take credit cards or do you prefer a check?”


In Garr Reynold’s excellent book, “Presentation Zen,” he used the following Indian parable to illustrate the importance of simplicity when it comes to creating presentation slides:


"When Vijay opened his store he put up a sign that said 'We Sell Fresh Fish Here.' His father stopped by and said that the word 'We' suggests an emphasis on the seller rather than the customer, and is really not needed. So the sign was changed to 'Fresh Fish Sold Here.'


"His brother came by and suggested that the word 'Here' could be done away with -- it was superfluous.


"Later, his neighbor stopped by to congratulate him. Then he mentioned that all passers-by could easily tell that the fish was really fresh. Mentioning the word fresh actually made it sound defensive as though there was room for doubt about the freshness. Now the sign just read: 'FISH.'


"As Vijay was walking back to his shop after a break he noticed that one could identify the fish from its smell from very far, at a distance from which one could barely read the sign. He knew there was no need for the word 'FISH.'"


Review your website, social and digital media content, flyers, ad campaigns, and staff communications.


Think: not “… comes with an AMD Ryzen 7 1800X CPU and a Nvidia GeForce GTX 1080 Ti graphics card“… but instead, “This gaming PC delivers brilliant performance at an affordable price.”


Do the UnThinQable. "Fish Story" (as in simplify) your marketing message today!

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