Focus Your Content to
BUILD YOUR BRAND By Don Parsons, PGA Director of Instruction at Twin Lakes Golf Course When writing articles or creating any content there are a few questions you should answer before you start. 1. Who is the audience? 2. What is the message I want to convey? 3. What is my expected outcome? Answering these questions will focus your message. The story below will go to my clientele via an email and be posted on my website. The message I want to convey is that golf is a great game and means so much more than a score or a tournament win. My expected outcome is to entertain and therefore build my brand. I have found that articles like this get a lot more viewing and activity than the typical swing tips that we often see. With any content it important to grab their attention and keep it by engaging them.
A Picture is Worth a Thousand Memories
www.scpga.com
wing. He would show me what to practice on the range and his fee was that I had to play him every weekend for $5 three ways. For the next year or so I lost $30 a weekend and learned a million dollars’ worth of life lessons. Scotty didn’t teach me to swing; he taught me to PLAY the game. Over the years we became tournament partners and had some success. In 1988 I won the California Amateur Championship at Pebble Beach. One of the qualifying rounds was held at Cypress Point. After 9 rounds in 6 days, I headed down to Hollister to play with Scotty’s 77 year old Dad, Mac. I was 5 under par through 14 holes and closed out by an old man who could barely walk; familiar territory. When I look at this picture, I am instantly transported back in time. Not to the day it was taken, but to the thousands of memories that I have because I pulled my bike up to Ocean Meadows and met a variety of people who would change my life through this great game. Let me know your thoughts on the following articles by contacting me at Don@DonParsonsGolf.com
US Foods is a proud sponsor of the Southern Californa PGA
TEACHER’SFORUM
Taken by my good friend Scott McBeath, this is a picture of me teeing off on the 8th hole at Cypress Point. It was a pristine day in October 2005 and Scotty and I met up for a rare round of golf together. He had moved to Washington to be close to family and I had a young family and rarely took the opportunity to play. Devastatingly, our third Jeff Herman couldn’t make it due to a medical emergency the day before. It was to be a reunion of a group of friends who worked together at the 9 hole Ocean Meadows golf course in the 80’s. I have clear memories of this day, this shot was a beautiful cut to the center of the fairway, where I hit a great PW to a front right pin and missed the 4 foot birdie putt. But what makes this picture special to me is all of the memories and experiences that it represents. One summer day when I was 15, I went to the golf course for a round by myself, and I was hooked by the game. Within a week, I was playing 36 holes a day and having a bacon cheeseburger at the turn. Two weeks later, I was hired to pick the range and hadn’t even used up my first monthly card. Early on Scotty took me under his
www.usfoods.com PROGRAM MAGAZINE JANUARY/FEBRUARY 2013
15