You have to speak many languages. The business language of numbers. The golf language of values and heritage and the future. But you also must be fluent in the language the consumer speaks.
Heroes don’t have to have won a tournament or accomplished a goal. Sometimes, just showing the pleasure of being on a journey and gaining your recognition is enough. Great job to the ‘Surfers Paradise’ team in Australia. Each week they call out several golfers in an email they send out.

Calling out attitude and commitment is especially important in posts with Juniors. Parents want to know that you recognize and care for the whole child and not just the performance.
"Especially for those promoting PGA Jnr League in the US, or those in the northern hemisphere entering a golf season in which they want to build a flourishing junior section, now is the time to get hero posts out that show you care about the whole child.”   

In the UK, yesterday was a “welcome back” post opportunity. I know many of you showed images of packed range bays. They lacked the message that you care about individuals. Come on! Each day you can surely post a “welcome back” post that highlights an individual golfer and their comment about the re-opening. What they want to get out of golf this year.    

Remember the three fundamentals.
You care about golfers as

Golfers get more from the
game when they’re on
a journey.

You’re the expert guide
who gets it done.

How many golfers can you ‘hero’ in April?

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