Merchandise Spotlight: Aqua Golf
If players have watched golf on television and seen the course, they will want to simulate this experience at home.
Headline: Aqua Golf. It’s a golfer’s fantasy island!
Spin: Focuses on the tough shot.
Alsto’s copy reads, “Enjoy one of the most exciting shots, hitting the ball over the water, to your own floating island green.” For the golfers who wish they had their own course and are bored of the putting greens, this copy hits home by tapping into fantasy. It entices the golfer who wants to spice up his/her practice routine by emphasizing how the over-the-water shot is one of the most exciting shots in golf, and now can be practiced at home.
This catalog also features the best product shot, since it is the only one that shows the product in action.
Headline: The only floating practice green.
Spin: Overwhelming benefits, especially family “quality time.”
“Transforming any pool into a challenging golf shot, this one-of-a-kind floating green can help improve golf skills, teach children and beginners, or simply be enjoyed as a party activity.” Hammacher Schlemmer’s description is the longest on benefits, with a laundry list of ways Aqua Golf can be used. It is the only description that speaks to the golfer also as a parent, saying that the product can be used to teach beginners and children how to play. All the other catalogs speak strictly to the reader as a golfer.
Headline: Practice chipping to your own island green, then cool off to retrieve your misses!
Spin: Drama, references to famous courses, humor.
Herrington spins the most romantic yarn of all the catalogs to sell you on Aqua Golf: “They’re the most dramatic holes in golf. From the 14th at Couer d’Alene to the 17th at TPC at Sawgrass, those par three greens surrounded by water represent the ultimate test of skill and nerve.”