Attracting people and golfers to your brand, club, shop, or coaching tee, will become easier with the right words that match your goal to a need.
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| Are we tailoring our message to our target audience? This is one of the challenges we have when talking or marketing to our golfers or members, and also one of the reasons we need expert guides or PGA Professionals.
The challenge stems from the scale of diversity in the customer base. There is a broad range of different golfer types with each group often having very different problems that need solving.
The brands spend a giga-fortune on sponsorship of the very best golfers and they’re therefore the public face we often see. It must work for them, or they wouldn’t do it.
But too much of the marketing content published thereafter is focused on solving the problems of a very small customer group.
Yes. Too much content is directed at the committed, athletic, competent golfer. But, in your community, 62-year-old Jack, with a dodgy back and an inclination to visit the right rough; and 57-year-old Mary who doesn’t get her tee-shots beyond 160 yards, have very different problems to the better golfers.
If 80% of your golfers experience problems the more proficient 20% don’t, then how much of your marketing content should recognize the problems of the 80%? | |  |
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