Page 20 - GBC spring 2018 eng

Leading them to a yes with your Call To Action (CTA)!
TEE TIME CONFIRMATION EMAIL
This email should delight your golfer! Address questions or points of confusion that are speci c to your location in this email. This is the easiest place to engage an audience that is completely ignored by most facilities. Tee time con rm- ation emails get read and saved, so put your best foot forward.
When writing this email, remember that only one person is going to be reading it on the other end, so write it directly to them. This requires the use of the word Y-O-U.
Avoid giving a list of “Don’ts” and instead, put a positive spin on the “Do’s.” If you have a dress code at your course, try softening the instruction with amusing imagery or wording. Differentiate yourself by writing, “In keeping with the spirit of the game, our golfers must wear a collared shirt” which sounds much better than “Collared Shirt Required.”
Provide a link to a video where your management team is welcoming new golfers to your facility. You can use your phone to create a video that shows the location of your bag drop, practice facilities, tee time check in, starter location, and snack bar. Welcome golfers to your course and provide valuable information that a rst time person would appreciate knowing before arrival.
Create a bank of three or four con rmation emails that you can change a few times a month to keep your golfers reading this email that they receive on a frequent basis.
If you really want to get creative, write the con rmation email from the perspective of the course. What would your course say to a golfer if it could talk? For an example of this, refer to this viral con rmation email that a company that sold CD’s used as its con rmation.Visit theallisongeorge.com/viral
CALL TO ACTION (CTA)
One of the biggest mistakes that golf courses make is leaving out their Call to Action. This is when you tell your golfers what you want them to do next.
Lead them in the right direction. Do you want them to ll out a form? Make a tee time? Visit your website? Sign up for a lesson? People need to be told what to do next.
When you’re writing your social media posts and emails, you should be thinking about their purpose. If the purpose is for your golfer to sign up for a lesson, then lead them to sign up with clever words as your CTA.
For example, you might write: If you’re ready to take three strokes off your game, sign up for This Lesson Program.
This method is called leading them to a yes. By using language, your golfers will want to sign up for your program because who doesn’t want to take three strokes off of their game? It’s easy for them to click the link because they want to be successful at golf.
Your CTA should provide the direct link to that page on your website. In the example above, the link would take them directly to the page with the lesson sign up form.
When you’re creating a generic post on social media, include a direct link with a CTA to book a tee time online. Filling your tee sheet is putting money in your pocket! It’s a very simple change that leads to more online bookings.
Take a look around your website and you’ll see many CTAs. Chances are that many of them are simply a plain box that says SUBMIT.
A simple change in the words on your CTA button can add excitement. For example, instead of using the word SUBMIT on your tournament registration form, insert I’m Ready for Fun on the button instead.
These simple changes will sep- arate you from your competition. People pay attention to things that are different and your golf course becomes memorable without much effort. You’re setting the personality of your course and establishing your brand.
20 Golf Business Canada