Let me guess…you have a great product or service that you are selling to the golf market, but your sales are…um…not that great?
While there are many many reasons that golf products struggle to gather momentum and generate sales online, one of the most common problems that I see time and time again is poor sales copy.
Maybe it’s website copy, email promos, case studies, blog posts, etc…It really doesn’t matter what kind of marketing you’re doing if your sales copy isn’t up to par (pun intended).
In this article I’m going to discuss a few of the most important things you’ll want to keep in mind when creating direct response copy for your golf audience. Keep reading.
Know Your Target Market/Audience (Buyer Persona)
This one seems obvious, but you might be surprised at how many people completely miss this step. For instance, let’s say that you sell custom, expensive headcovers that the average golfer isn’t going to buy.
Then why on earth is your messaging tailored to the average golfer? Your target market is golfers who maybe care just as much (if not more) about looking good on the course as playing well. You’re brand needs to reflect that.
Chances are even though you are selling a product or service to the golf market, your ideal customer is a segment of the market. Find that segment or niche and tailor all of your sales copy to that buyer persona.
Use the Right Terminology and Lingo
I’ve worked with a lot of great clients. What initially surprised me when I got into the golf copywriting and content marketing business is that a lot of golf business owners either don’t play golf at all, or don’t play very often and are somewhat removed from the marketplace.
That’s cool. You certainly don’t have to play golf to run a successful golf business. However, it’s important that the writer who writes all of your sales and marketing materials (including website content) knows the game inside and out, and is familiar with the lingo.
Nothing will turn a golfer off more than reading a piece of content or advertisement where the person who wrote it uses the wrong terminology.
Write Compelling, Magnetic Headlines
Most people are not going to read every word of your website content or sales copy. People scan and find trigger words that they identify with, or peak their interest.
This means that writing magnetic headlines that will entice a user to learn more about the product or service you are selling are essential.
Here are a few tips on writing great headlines:
- Be specific (example…adding 37 yards to your drive is better than 30 yards from a copywriting perspective)
- Curiosity gets attention (example…this one weird trick helps golfers improved their scores 9 shots per round instantly)
You get the idea. Don’t have a boring headline!
Write to ONE Person
Always remember that ONE person is reading your sales copy, and it is your job to connect with ONE person. When you identify your buyer personas like we discussed in point #1, this becomes much easier.
Think about it…what works best a generic sales pitch targeting 1,000 people, or a carefully crafted article or advertisement that speaks to a single individual. The results aren’t even close.
When people feel you are talking to them, solving their problems, and helping them get what they want they’ll listen, and more importantly open their wallets.
Follow the AIDA Formula
Your goal is to get the attention of your prosect, and then lead them down a path from getting their attention, to peaking their interest, to creating desire, to provoking them to take a specific action (order now, sign up, etc.).
Remember: Some Hype is Ok in the Golf Space (Depending on Your Product or Service)
This doesn’t work for every company in the golf industry, and it certainly depends on what you are selling. Hype isn’t going to work for a traditional clothing company like Polo or Ashworth, but it will work for companies who are launching a new line of drivers, wedges, etc.focused on game improvement.
Direct Response = Sales
Don’t rely on mediocre web content and sales copy if you want to increase sales and grow revenue. Direct response copywriting = sales. It always has, and it always will.
If you have a product or service in the golf industry, and you’re looking to revamp your marketing materials to attract more new customers, then I may be able to help.
Just give me a call at 706-975-8045, or contact me here, and we’ll see if we are a good fit to work together.