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.
I’ve spent a week and the Easter weekend scanning Facebook for great ‘hero posts’.  
Note: A ‘hero post’ is any form of communication; social, email, web, success wall; that showcases one of your golfers and the journey they’re on or the accomplishment they’ve made (as a result of your role as their guide).  

The best I found from a PGA Professional was Michael Balderstone, who also has a football (soccer) academy.

I have a growing worry.

Is the reason there are so few hero posts, because we’re actually NOT creating heroes?

Is the reason that there are more posts of Professionals telling each other how important they each are, than hero posts, because we value each other more than we value the golfer?

Why do some Professionals celebrate Nike on social media more than they celebrate the golfer?  

Drive the following messages home this year:

You care about golfers as

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

You’re the expert guide who
gets it done.

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