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  1. Make an Impression Before They Get There With Your Clubs Website
    Andrew Wood
    The average golf club does a horrible job with their digital marketing. This makes no sense as it's one of the cheapest and most cost effective ways you can improve your business and connect with new and existing customers. If you are trading a website for tee times, using a POS provider as your website provider or using one of the low end template driven website companies you fail before you start. . . . keep reading

  2. Make an Impression With Your Clubs Point of Sale Banners or Signage
    Andrew Wood
    Few clubs take full advantage of their most valuable asset, which would be whatever people they have on property that particular day. The easiest people to sell are the people who are right there in front of you! One way to passively take advantage of your daily traffic is through the use of internal advertising in the form of posters, banners and tabletop displays. . . . keep reading

  3. Make an Impression with Your Club's Unique Story
    Andrew Wood
    This is one of the most powerful secrets in sales and marketing--the art of storytelling. You must wrap your clubs product in a great, spellbinding story--a story that enthralls your prospects long enough to get your benefits and sales propositions across. As with a good book, you just can't put down a great sales story. It should hold the prospect riveted, eager to find out what happens next. . . . keep reading

  4. Always Strive To Create Memorable Headlines
    Andrew Wood
    Compelling headlines are the ones that actually get the reader to read your sales message and therefore, get to the part where they might choose to BUY YOUR PRODUCT or SERVICE! Such headlines alone, can easily increase your response by 500-1000% or more! The difference between a total flop and a Legendary Marketing campaign can often be a single sentence, sometimes just a few words. . . . keep reading

  5. Make an Impression with Your Club's Unique Story
    Andrew Wood
    This is one of the most powerful secrets in sales and marketing--the art of storytelling. You must wrap your clubs product in a great, spellbinding story--a story that enthralls your prospects long enough to get your benefits and sales propositions across. As with a good book, you just can't put down a great sales story. It should hold the prospect riveted, eager to find out what happens next. . . . keep reading

  6. Make an Impression By Taking Care of Your Club's Group or Outing Leaders
    Andrew Wood
    While a lot of clubs have an informal process for this it pays to take it to the next step and let group leaders know you will be taking extra care of them as it then servers to then attract other groups not yet booked. The extra care usually takes the form of a year-end party add perhaps a nice gift. At one of our clubs in the UK the year-end party and Nike shirt they where given resulted in an 80% re-sign rate at the event. That's some nice business to have on the books for next year with three months left in this year! . . . keep reading

  7. Make an impression With Your Clubs Print Ads
    Andrew Wood
    Most golf ads are designed to be cute, catchy or (worse still) funny, without actually creating leads. With a couple of exceptions, most golf advertising is nothing more than a giant waste of money. Good ads -- ads that communicate the passion of a club -- are remembered for years. Not months, weeks or minutes. . . . keep reading

  8. Seasonal Memberships
    Andrew Wood
    Seasonal memberships are often more of a marketing ploy than a real value, but they should be considered if for no other reason than that alone. Many people from the North (Snowbirds) flock to the Southern states in the winter but don't like the thought of paying say $5,000 a year for 12 months of membership that they will only use 6 months of the year. . . . keep reading

  9. Make a Memorable Impression With Your Club's Collateral
    Andrew Wood
    To sell memberships, outings or weddings you need some printed materials to use for prospecting such as a direct mail piece to physically put in the hands of prospects and aid in the selling process. Rarely should they look and feel anything like the puff piece glossy brochures and info kits stuffed with everything but the kitchen sink that passes for marketing materials at most clubs. . . . keep reading

  10. Twenty, Proven Techniques, to Massively Increase The Chance Your Mail Gets Opened and Read
    Andrew Wood
    People tire of seeing the same envelope month after month. If they have pitched it once, they will pitch it again. So put your sales message inside a variety of different envelopes. Use the space on the back of the envelope to encourage the prospects to OPEN your letter. A lot of the envelopes I see completely ignore the back surface. . . . keep reading

  11. Country, National, or International Membership
    Andrew Wood
    National Memberships generally refer to members whose primary residence is more than 25, 50 or sometimes 100 miles or more away from the club. This was a category that was very popular in the late Eighties and early Nineties when collecting club memberships was a sport in itself among the affluent. Times have changed and while it's still possible to sell high-priced second memberships at a handful of quality courses, it's not nearly as easy as it used to be. . . . keep reading

  12. House Guests/Temp Members
    Andrew Wood
    Reconsider what your rates are for non-clubbable family members who are visiting. Instead of charging members' houseguests for each time they play during their visit, which is usually a high season rate, charge a one-time guest rate and then a cart fee for each additional play thereafter. . . . keep reading

  13. Make an Impression With Your Club's Fond Farewells
    Andrew Wood
    When, despite your best efforts a member decides to resign you must make their departure as pleasant as possible. First ask the reasons for the departure as some, like short-term financial issues or health issues from which the member will recover may be fixable at the mangers discretion by some compromise other than resignation such as a freeze of dues, a deferment or some other option that allows the member to justify continuing his membership in the face of unusual circumstances. . . . keep reading

  14. Social Share All Your Emails and Offers
    Andrew Wood
    This is another idea that's so simple hardly anyone does it, and I have checked hundreds of golf club Facebook pages. Every time you send an email, an offer or promote an event to your database Make sure you remember to click the button and social share your email offers across your entire social network! At many clubs, social share links could double or triple the number of people who see your message, which in turn will increase response exponentially! Fast, easy and free… why don't more people do this ? . . . keep reading

  15. Impress Your Club's Patron's With a Remodel and Revamp
    Andrew Wood
    In most businesses, if you don't consistently re-invent yourself you are in big trouble. Restaurants and nightclubs are the most extreme examples. A hot restaurant or club is a license to print money for three maybe four years then the bubble busts and a new place across town suddenly becomes the "in place." While inexperienced club owners ride the tide to the very end crashing in bankruptcy, astute club owners do just the opposite. They will reap the rewards while the going is good then close the club for several... . . . keep reading

  16. Standing Out From The Crowd in A Very Crowded Market
    Andrew Wood
    Now let's look at the golf industry. Let's take a half dozen private or daily fee golf courses in a town near you. What makes one demonstratively much different from the next? Usually absolutely nothing at absolutely every touch point (A touch point is the various places that a customer interacts with your business) . . . keep reading

  17. Partner with Local Realtors - They Meet New Golfers First
    Andrew Wood
    Realtors are a very important group with whom to establish a relationship in your community, both as individuals and as a group. Remember, realtors are not selling just houses to a potential homebuyer. To be truly successful, they must sell a life-style and a community. Your Club is an integral part of the lifestyle and personality of the community and, as such, should be an integral part of the sale. . . . keep reading

  18. Five-Day Memberships
    Andrew Wood
    Five-day memberships (weekday memberships) are a very popular membership category in Europe and allow those with more flexible schedules to play on weekdays only! This allows more time on the weekend for full paying members while giving those on a five-day membership a substantial break on the cost of their dues. . . . keep reading

  19. Test Timing Before You Buy
    Andrew Wood
    Another thing to look at is timing. My guess (because Facebook never really tells you their pricing formulas) is that at popular times, reach costs more. Look at how many people you would reach with the same post on different days and at different times of the day, and you will see a wild fluctuation in the number of people you can reach for a specific price. . . . keep reading

  20. Make a Memorable Impression With Your Club's Collateral
    Andrew Wood
    To sell memberships, outings or weddings you need some printed materials to use for prospecting such as a direct mail piece to physically put in the hands of prospects and aid in the selling process. Rarely should they look and feel anything like the puff piece glossy brochures and info kits stuffed with everything but the kitchen sink that passes for marketing materials at most clubs. . . . keep reading

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