Like you, I've spent countless hours scrolling through social media feeds, analyzing marketing materials, and watching how golf courses communicate with potential customers. My journey hasn't been about perfection, but about continuous learning. I've crafted compelling copy that resonated, and I've also written marketing messages that fell flat.
These experiences taught me something crucial: effective marketing isn't about being flawless, but about understanding your audience and communicating with genuine, strategic clarity. This newsletter is more than just advice—it's a practical guide born from real-world trials, mistakes, and insights. Consider it a helpful set of guidelines to help you avoid common pitfalls and create marketing materials that truly connect with golfers.
Understanding Calls to Action: The Psychological Foundations
What is a Call to Action?
A call to action is far more than a simple button or line of text—it's a strategic psychological trigger that bridges the gap between passive interest and active engagement.
In the context of golf marketing, your CTA is a sophisticated communication tool that:
- Addresses the golfer's underlying motivations
- Reduces decision-making friction
- Transforms casual interest into concrete action
- Creates an emotional connection with course/clube (i.e. your brand)
What do you mean by psychological trigger?
When a golfer encounters an effective CTA, unbeknownst to us, it may trigger several cognitive processes, such as:
- Their Curiosity (i.e. I should really check this place out)
- May ignite a perceived value assessment (i.e Hmm, Can I join this club?)
- Emotional Responses (i.e. This is why I love this course)
- Decision-making simplification (i.e. I'm definitely going to this event!)
More Than Just a Button
Think of a call to action (CTA) like the perfect golf swing—it's not just about hitting the ball, but about precision, intention, and getting exactly where you want to go. In golf marketing, your CTA is that crucial moment that transforms a casual website visitor into an excited golfer ready to book a tee time or join a membership.
A great call to action is:
- A clear invitation
- An exciting promise
- A simple path to something awesome
- Your marketing magic wand
The Rules of CTAs
1. Be Crystal Clear
Imagine you're explaining a golf shot to a beginner. You wouldn't say "Do something with the club." You'd say exactly what to do. When you write a concise CTA, is reduces the amount of thinking, therefore eliminating elements of their decision-making process, and builds trust.
Winning Approach:
- "Book Your Sunrise Tee Time"
- "Unlock Exclusive Member Rates"
- "Claim Your Golf Weekend Getaway"
Avoid:
- "Click Here"
- "Submit"
- Anything vague that doesn't tell the whole story
Start with strong, energetic verbs that create a sense of immediacy.
For example:
Weakest: "Learn"
Stronger: "Discover"
Strongest: "Unleash", "Transform"
2. Speak to Their Dreams (Not Just Their Wallet)
Golfers aren't just buying a service—they're chasing an experience. Your CTA should capture the emotion behind the action. The brain constantly evaluates cost versus benefit. Your CTA must make the benefit feel significantly larger than the perceived cost.
Dream-Worthy Examples:
- "Escape to Your Personal Golf Paradise"
- "Transform Your Game This Weekend"
- "Experience Luxury Beyond the Fairway"
3. Create a Sense of Excitement and Urgency
Nobody wants to miss out. Make your CTA feel like a limited-time, can't-miss opportunity. This is where you'll want to use vivid imagery, tapping into aspirational desires i.e. creating FOMO.
Urgency Tactics:
- "Last Chance: Summer Membership Closes in 72 Hours"
- "Only 3 Sunset Package Spots Remaining"
- "Upgrade Now - Exclusive Rates Ending Soon"
4. Make It Ridiculously Easy
The moment someone has to think too hard, you've lost them. Your CTA should be as smooth as a perfectly maintained putting green.
Simplification Strategies:
- One-click booking
- Clear pricing
- No hidden fees
- Immediate gratification
Common Mistakes to Avoid
1. The Bland Button Syndrome
The "Book Now" button is the lukewarm coffee of marketing—functional, but completely uninspiring. It's a missed opportunity to create an emotional connection. Think of your CTA as the first conversation with a potential golfer, not a bureaucratic transaction.
Why Bland CTAs Fail:
- They're forgettable
- They treat golf like a commodity instead of an experience
- They don't trigger any emotional response
Transformation Examples:
- Bland: "Book Now"
- Exciting: "Tee Up Your Dream Vacation"
- Bland: "Reserve Tee Time"
- Exciting: "Unlock Your Perfect Fairway Moment"
- Bland: "Golf Packages"
- Exciting: "Design Your Ultimate Golf Getaway"
GG POV: Each of these improved CTAs does something critical: it sells an experience, not just a service. It transforms a simple booking into a promise of adventure, relaxation, or personal achievement.
2. Information Overload
Imagine walking into a pro shop where 20 different people are simultaneously trying to sell you golf gear, memberships, and lessons. Overwhelming, right? That's exactly what a cluttered website with multiple competing CTAs feels like to a potential golfer.
GG POV: Don't give potential golfers a dissertation. Give them a clear, exciting path.
- Bad: Multiple competing buttons and options
- Good: One clear, compelling invitation
3. The Trust Killer
Never mislead. Your CTA should be an honest promise of the experience to come.
What Honest CTAs Look Like:
- Accurate representation of the experience
- Clear expectations
- No hidden fees or conditions
- Transparent messaging
Trust-Building Techniques:
- Use real photography of your course
- Show actual member experiences
- Provide clear, upfront pricing
- Offer transparent booking conditions
- Include genuine testimonials
Potential Trust Destroyers:
- Photoshopped course images
- Misleading discount structures
- Hidden membership conditions
- Overpromising and underdelivering
GG POV: Misleading calls to action destroy the most critical element in marketing: trust. In an age of instant online reviews and social media, one disingenuous marketing message can quickly spiral into a reputation management nightmare that costs far more than the short-term gain of a deceptive click. Trust is the premium currency in marketing, and once spent, it's extraordinarily difficult to rebuild.
Simple Pro Tips
Think of these tips as your secret golf marketing playbook—the insider strategies that separate good marketers from great ones. Just like a golfer doesn't become a pro overnight, crafting irresistible calls to action is an art form that requires practice, creativity, and a willingness to experiment.
-
Personalize When Possible
- For returning guests: "Welcome Back, [Name] - Your Favorite Fairway Awaits"
- For first-timers: "First-Time Golfers: Your Golf Journey Begins Here"
-
Visual Appeal Matters
- Use colors that pop
- Make buttons big and easy to tap
- Ensure it looks great on mobile
-
Always Be Testing
- Try different wordings
- Experiment with button colors
- Track what actually gets your golfers excited
Conclusion
A great call to action isn't about manipulation—it's about connection. It's about understanding what makes a golfer's heart race: the promise of a perfect swing, a beautiful course, a moment of pure relaxation, or a chance to improve their game.
Remember: You're not just selling a tee time. You're selling a moment, an experience, a memory waiting to be made.
Think about what golf truly represents:
- A challenge against oneself
- A connection with nature
- A social experience that creates lasting memories
- A personal journey of continuous improvement
- A brief escape from the everyday world
When you understand that you're not just selling a tee time, but offering a portal to these deeper experiences, your marketing transforms. You're no longer pushing a service—you're extending an invitation to a moment that could become a cherished memory. A truly exceptional CTA doesn't just inform; it resonates. It doesn't just describe; it evokes emotion. It doesn't just sell; it understands.
The magic happens when your marketing speaks not to what golfers will do, but to how they'll feel. Your call to action is the first step of that journey—a promise of potential, a whisper of excitement, a promise of an experience that goes far beyond a simple round of golf.
✍️ Give Us Some Feedback?
| How do you like this post so far? |
|
|
|
|
🆓 Social Media Calendar UPDATE for April
I've updated the Social Media Calendar for April 2025 - including a number of ideas for your course or club to execute for The Masters this April. If you haven't download it yet, it's right here for you. Click to Download
👀 Up Next: Community Spotlight
Next week, we'll be spotlighting another member of the Grow Golf community, Madison Holmes. Madison is the Director of Marketing & Memberships, at TPC Sugarloaf and I couldn't be more excited to share her story and tips with this group.
Next week, she'll share how her passion for building connections and her diverse background in club operations have shaped her innovative approach to digital marketing.
You'll learn about:
- Her strategies for engaging different generations,
- Her creative content mix, and
- How she showcases the true essence of club life—one post at a time.
As always, if you see any standout golf course marketing content on your social feeds, go ahead and tag us, DM us, or shoot us a note at hello@growgolf.co If you send us some content that gets featured, I'll be sure to give you a special shoutout!
Thanks for being part of Grow Golf. Content of the Week returns on Friday! See you then.
-Rich
ICYMI
Miss a week? Here's a list of Grow Golf's most recent newsletters:
