Here we are. Twenty newsletters into Grow Golf, and I'm more excited about what's to come than I've ever been. Each week, I've been meeting with people in the industry to grow the Grow Golf network, and I've thoroughly enjoyed each conversation. Shout out to Proper Golf Society, iliac Golf, and the Association of Golf Merchandisers for connecting over the last few weeks.
There's a alot to look forward to in the weeks ahead, but no day is more important than today - right?
So let's get to it.
This week, I wanted to tackle how crucial it is for player (and customer) testimonials. Whether collected via survey, Google reviews, or flat-out asking customers directly, these simple statements are incredibly valuable as you push prospects through your sales funnel from lead to prospect to customer.
Let's Grow Golf.
The Power of Player Testimonials
In the competitive landscape of golf club management, there's a marketing tool that's often overlooked despite its remarkable effectiveness: player testimonials. As someone who has worked with dozens of clubs across the country, I've seen firsthand how authentic member stories can transform a club's reputation and membership growth. Yet many clubs either neglect to collect testimonials or fail to leverage them effectively.
Don't Be Afraid to Ask
I've found that the biggest obstacle to gathering great testimonials isn't member reluctance—it's management hesitation to ask. Many club managers worry about bothering members or fear negative feedback.
The reality is that members who love your club are often eager to share their experiences. Your request for a testimonial might be the only nudge they need.
Here's how to ask effectively:
- Make it easy: Provide a simple form or survey link rather than an open-ended request
- Be specific: Ask about particular aspects of the club experience
- Timing matters: Request feedback after positive experiences (tournament success, a particularly enjoyable event, or improvement in their game)
- Express gratitude: Let members know how valuable their input is
Have a Plan: Targeting Testimonials to Support Specific Goals
Random testimonials are helpful, but targeted testimonials are transformative. The most successful clubs I've worked with develop a strategic approach to testimonial collection.
Consider the primary challenges your club faces.
- Are you struggling to attract younger members?
- Family memberships?
- Corporate events?
Each of these challenges requires different types of testimonials from different segments of your membership.
Update Frequently: Keep Your Testimonials Fresh
Many clubs make the mistake of collecting testimonials once and considering the job done. Static testimonials from 2019 send a concerning message: has no one had a positive experience since then?
Fresh testimonials create a sense of vitality and ongoing positive experiences. I recommend implementing a quarterly rotation system that ensures you're constantly gathering and refreshing your testimonial collection.
One effective approach I've seen is creating a "Member Spotlight" series where you feature different member stories each month on your website and social media. This not only provides fresh testimonials but also makes members feel valued and recognized.
Fresh testimonials also allow you to showcase recent improvements or additions to your club. If you've renovated bunkers, updated your practice facility, or hired a new teaching pro, targeted testimonials about these changes help highlight your club's commitment to improvement.
Diversity Matters: Cast a Wide Net or Target Precisely
When collecting testimonials, you face a choice: should you gather stories from a diverse cross-section of your membership, or focus specifically on the demographics you're targeting for growth?
The answer is both, but with strategic emphasis.
Diverse testimonials signal that your club welcomes everyone, combating the exclusivity stereotype that plagues many golf clubs. When potential members see testimonials from people like themselves, psychological barriers fall.
At the same time, if you've identified specific growth segments, concentrated testimonials from those groups can be particularly effective.
For example, if you're targeting corporate memberships, featuring testimonials specifically from business professionals who use the club for networking and client entertainment can be extremely effective. These testimonials should highlight specific benefits relevant to that audience—perhaps how the club has helped them close deals or build stronger client relationships in a relaxed setting.
Making Testimonials Work Harder: Strategic Deployment
Collecting great testimonials is only half the battle. How and where you use them determines their impact.
Website Integration
Don't relegate testimonials to a single "What Our Members Say" page that few visitors will find. Instead, strategically place relevant testimonials throughout your website:
- On your membership information page, include testimonials specifically about the value and benefits of membership
- For your instruction pages, feature stories of game improvement and positive experiences with your teaching pros
- On event pages, showcase testimonials from members who've hosted special occasions at your facility
- For your junior program section, include parents describing the positive impact on their children
Social Proof in Action
Social media provides the perfect platform for testimonial deployment. Consider these approaches:
- Create short video testimonials for Instagram and Facebook
- Design graphic quote cards featuring member testimonials with their photo
- Develop a hashtag campaign encouraging members to share their own experiences
- Use testimonials as captions for photos of your course and facilities
The Power of Specificity
Generic testimonials ("Great club, friendly staff!") have minimal impact. The most powerful testimonials include specific details and stories that paint a vivid picture.
Transform your testimonial collection process by asking more targeted questions:
- Instead of "How do you like our club?" they asked "What specific moment made you feel most welcome at our club?"
- Rather than "What do you think of our course?" they asked "Which hole presents your favorite challenge and why?"
- Instead of "Do you enjoy our dining?" they asked "What menu item would you recommend to a new member and why?"
The resulting testimonials were rich with specific details that prospective members could visualize and connect with emotionally.
Building a Testimonial Collection System
To make testimonial collection a consistent practice rather than a sporadic effort, implement a systematic approach:
- Automated requests: Configure your system to automatically request feedback after specific interactions (completing a round, participating in an event, taking a lesson)
- Incentivize sharing: Consider small incentives for members who provide testimonials (pro shop credit, a complimentary beverage)
- Make collection ongoing: Train staff to identify opportunities for testimonial collection during positive member interactions
- Create multiple submission channels: Offer various ways for members to share their experiences (digital forms, comment cards, recorded video stations during events)
Conclusion
In an era where consumers are increasingly skeptical of traditional marketing, authentic member voices have never been more powerful. Your existing members are your most credible advocates, capable of telling your club's story in ways your marketing materials never could.
By strategically collecting, curating, and deploying member testimonials, you transform marketing from a one-way broadcast into a community conversation that builds trust and drives growth.
Don't be afraid to ask, be strategic in your approach, keep your content fresh, and showcase diverse voices that represent both your current community and the members you hope to attract. The authentic stories of your members may well be the most powerful marketing tool you haven't fully leveraged.
GG POV: Remember: every member has a story about why they chose your club and why they stay. Those stories deserve to be heard—and they just might be the tipping point that brings your next generation of members through your doors.
If you enjoyed this article, hit reply and let me know. I'd love to hear from you and get your feedback (See what I did there? It's not hard to ask!). I need "Reader Testimonials" too :)
Have a great week, y'all. Let's Grow Golf.
-Rich
ICYMI
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