Lets write more positive articles on golf – For the good of the game!
As a business owner in the golf business, it has been frustrating to me when the press constantly writes negative articles about golf in general. Yes, the economy has been tough, but in these times the golf courses, golf schools, instructors, mini golf and golf club companies have all reduced their prices to entice golfers to continue participating in this wonderful sport. And guess what, most golfers have continued to play golf and take advantage of all these reduced prices. At one stage in 2009 and 2010 at the height of the recession I was offering a 2 for 1 golf school package. I was inundated with people taking advantage of such a great offer, and I was grateful to have customers to teach and keep my bank manager happy.
One of the great marketing companies of the modern era is Legendary Marketing run by Andrew Wood and his philosophy has always been the old adage “When someone hands you a lemon, make lemonade!” I learned that lesson the hard way!
Here is Andrew Wood’s take on making the game a lot more marketable in your area.
Here’s How To Attract More People to The Game!
At the PGA show recently I asked a number of people when was the last time they read a positive story about golf in the media?
None could come up with even one!
Unless you have been living under a rock for the last five years you will know that almost every article in the newspaper or segment on television, about golf has been overwhelmingly negative.
Local Course Closing Down After Fifty Years
Participation in Golf Down 10%
Golf Losing Its Players
Local Course Being Sold to a Housing Developer
Private Course Opens to Public in an Effort to Generate More Business
Local Club Dropping Membership Fees to Attract More Players in a Shrinking Market!
The message the media is delivering is simple:
“Golf is out of favor and no one is playing the game anymore therefore you shouldn’t feel bad if you have quit or don’t want to start!”
IT DOESN’T HAVE TO BE THAT WAY!
After leaving office, Winston Churchill was asked by a young reporter how he expected history to view him in light of his many failures. Churchill replied that he expected history to view him very favorably. The reporter asked why? Churchill, already several volumes into a definitive history of World War II, cheerfully replied,
“Because that’s the way I intend to write it.”
He went on to write 93 books and surprisingly enough was viewed very favorable in all. Indeed, there are constant opportunities for leaders at all levels to influence the way people think about them, their business or cause!
The golf industry in general has done a shockingly poor job of managing their story in the media!
It used to be you would read articles in Forbes, In Magazine, airline magazines’ or the Times about the benefits of business golf on a regular basis. When was the last time you saw one of those articles?
I monitor hundreds of newspapers and magazines and I can tell you that I have seen just one article on business golf in the last five years! Has the value of doing business somehow diminished in the last few years?
Of course not, golf is the “Ultimate Business Tool” as documented in my recent article. It’s not just business golf that is missing form the media’s pages any form of positive article was last seen heading South in early 2008!
No one in the main-stream media is writing anything good!
No one that is until you!
You don’t have to be a national organization to generate public relations in your own town. Generate your own PR by sending your local media positive golf stories. You’d be surprised how easy it is to start a positive trend among people who read the right articles.
Start with Your Own Mini Media Company
You can reach far more people than perhaps you realize through your own mini media company. In fact add up the number of people you can reach with your positive message through your:
- Email list
- Facebook fans
- YouTube subscribers
- Linkedin groups
- Twitter followers
- Google plus
- Your snail mail list
- And whatever other media you may em
Here’s the same post on a different page now imagine if we posted this typeof positive story on every golf club, Facebook page in the country!
You might be surprised to find just how big an audience you have for your PRO GOLF articles if you combine all the numbers. You cannot rely on anyone else to do this critically important task by mere chance. You must continually educate your existing market and your potential market as to the wide and wonder array of benefits that result from golf participation
Send Stories to Your Local Media
If you are lucky, your articles might get picked up from your website, blog or emails and republished by others such as a local newspaper, parenting magazine or the Chamber blog. My article on golf for kids has spread like wildfire and been republished with permission in multiple publications.
But you cannot afford to leave it to luck. You must solicit their help. Most in the publishing business, short on staff and resources will be more than happy to take your well written piece and run it for free. And don’t forget to submit your articles to other websites, blogs, and online outlets. They reprint a lot of material.
Send your stories to local newspapers, magazines and websites with a short cover letter explaining that you are telling the other side of the story that the mainstream media is missing!
Here are some examples
If you like them you can use these as a model for writing your own or you can license mine. If you choose to license them you can quickly and easily edit these to benefit your own club by customizing the part where it refers a club and sending them in to your local media, newspaper, magazines, TV and radio. Add in your specific programs and results and the local media will eat it up!
Just like most people if someone else does the work for them they are more than happy to run with the results…