PROFESSIONAL DEVELOPMENT
This way , there ’ s no pressure and it ’ s easy to cross off any words that sound rough and circle words that sound better . Phrases such as “ I ’ m a spray technician ” and “ I scout for diseases and insects every week ” are short , sweet and insightful . As they are created , think also about how attractive or unique they sound . To some listeners of an ES , a spray technician or scout is really interesting in they don ’ t know anyone who sprays or inspects turf for a living . Attractive and / or unique words or descriptors are called “ ear candy .” In the radio and music business , they ’ re called a “ hook ,” which is something that creates a strong appeal or interest on the part of the listener . Using ear candy and hooks will greatly strengthen the ES . Popular songs such as “ YMCA ” by the Village People and “ Sweet Caroline ” by Neil Diamond are played at baseball games because they ’ re easy to sing along to and invite participation by the spectators .
THE BAIT , THE HOOK AND THE BARB When you break it down further , there ’ s more to it than just the hook ; there ’ s the bait , the hook and the barb . Bait is something to capture attention , the hook is that which holds the listener ’ s attention for a little while , and the barb is what keeps them on the hook for a little longer . To illustrate , let ’ s go back to the Birmingham Ducks example : Bait : Hi Phil . I ’ m Joe Smith with the Springfield Ducks . Hook : I get to create a beautiful and durable playing surface for the athletes . It ’ s great to see the coaches and players enjoy their time on the field . The fans love it too .
Barb : It ’ s just great working on a natural grass field . There are just so many benefits to the players and the environment from real grass .
BE READY FOR FOLLOW-UP QUESTIONS For the most part , green industry conversation partners tend to be supportive and receptive of an ES message . Their experience and knowledge of turf , plants , soil , pests and cultural practices seems to predispose them as effective listeners from the start . Non-industry listeners are usually unfamiliar with the specifics of turf care . With each group , follow-up questions should be expected . Follow-up questions from a nonindustry person tend to be things such as “ What do you do in the offseason ?” and “ What are your most common problems ?” Questions from people within the industry might be along the lines of “ Any new projects on the horizon ?” and “ Anything work particularly well for you this past year ?”
Some non-industry people can ask “ gotcha ” questions such as “ I ’ ve heard that sports fields apply lots of water to keep the grass green … isn ’ t that wasteful ?” “ Doesn ’ t fertilizer cause pollution ?” and “ Don ’ t you have to spray dangerous pesticides on your job ?” Be ready with short , concise replies , such as , “ We regularly audit our irrigation system to improve efficiency and are working on converting some areas to non-turf to save water ,” “ We use slow-release nutrient products to limit movement to the groundwater ” and “ We scout and monitor the turf and trees before applying any pest control agents and actually , often use nonchemical solutions to control pests .”
Other short messages , often called “ work-ins ” can be utilized if called for . Examples of some phrases of turfgrass justification include :
Turfgrass is important for cooling the air
Fifty-five square feet of turfgrass produces enough oxygen for one person for a day Turfgrass filters the air Recharges and filters groundwater supplies Reduces stormwater runoff Controls soil erosion Retains and sequesters carbon Restores soil quality
PRACTICE , PRACTICE , PRACTICE Delivering a good ES is just like any other skill — it takes time , dedication and
14 SportsField Management | February 2025 sportsfieldmanagementonline . com