By Tyler Curtis, Head of Content

The world’s most successful brands, the ones that really stay with you, don’t just answer the practical questions of what their product does for people.

They tap into the kind of people their customers want to be.

This kind of aspirational messaging is what catapulted Apple into world domination when it stopped giving technical descriptions of its products and instead told people to “Think Different”, tapping into our deep desire to be creative and unique individuals.

But what does this have to do with the average golf venue that is just trying to get people through the door?

The answer is everything.

Because you have something much more compelling to offer people than descriptions of your latest offers and events.

Golf is a product that genuinely contributes to people’s health, mental wellbeing and quality of life – and there is tons of research to support that.

At a time when people are more invested in their health and wellbeing than ever before, you have the opportunity to create powerful messages that will resonate with modern people.

What does that messaging look like? Here are a few simple examples:

•  Everyone should have a balanced lifestyle, and your venue can provide the break they deserve.

•  Your venue is a valuable part of a healthier and happier life.

•  In an age of digital segregation, the golf club is a place to find real-world community.

And that’s just the low-hanging fruit.

Everyone can talk about what their product is and how it practically benefits people on a day to day basis (and you should continue to do that, by the way).

But take a step back. Think about who your customer wants to be, what kind of life they want to live, and how being at your venue is going to help them get there.

Do that – in your social media, in your marketing materials, in your club slogan – and suddenly you become more than just place to play golf.

You become a conduit to a better way of life.