Most people I see who have trouble with this shot automatically take out the sand wedge every time and have trouble getting close to the pin over and over. Instead of the sand wedge, try using your pitching wedge or even a 9 iron if the shot is a bit up hill.
I liken this play to the chip and run you have around the green. You know how easy this shot is compared to lofting the ball in the air all the way to the pin.
One last thing on this particular play – you do not have to open the face up as much as you do on a very short bunker shot. The more you open the face of the club, the more loft you are adding. The whole idea of this shot is to have a little less than normal.
Put this into your game on long greenside bunker shots and you will see quite a few shorter putts and lower scores.