Using a Bonus to Increase Sales, Part 4 of 6

Returning to the use of the word, "Slice," in the title of the Sports Illustrated bonus, it's worth emphasizing that "slice" immediately resonates among golfers because it is a problem shared by most amateur, and advanced amateur, golfers.

It's also a shorter, more visual word, than "putting," which may be a near runner-up in terms of frustration, but is a longer word and not as dramatically colorful as a word which brings to mind the embarrassment of golf balls lost in the woods--or ending up on different fairways.

Months of market research probably preceded the use of a single four-letter word.

Lesson: What's your market's number one frustration? Can it be summer up in one colorful word?