The Golf Copy Bible

How to write golf-club and golf-marketing copy that sounds like a person who loves the place, not like AI.

This guide was built from deep research into golf clubs, the world’s best luxury-hospitality writing (Aman, The Newt, Soho House, Belmond), the master copywriters (Ogilvy, Schwartz, Halbert, Sugarman, Trott) and a hard look at the specific tells that make copy read as machine-made. Use it to brief, write, and red-team every piece of copy we put out.

How to use it

• Writing something new? Start with Write Like Someone Who Loves the Place, then the channel section you need (email, social).
• Editing AI output? Run it through The Anti-AI-Slop Playbook and Using AI Without the Slop.
• Making a claim about price, pedigree or scarcity? Read Staying Legal first. It is not optional.

The sections

1. Golf-Club & Golf Marketing Copy: Write Like Someone Who Loves the Place: Why you are never selling 18 holes. Write for belonging, pride of place and a proper day out, in a member’s voice.
2. Steal From the Hotels: Luxury Hospitality Copywriting for Golf Clubs: What Aman, The Newt, Belmond and Soho House do on the page, and how to borrow it for a golf club.
3. The Masters’ Rules: How the Greats Beat the Robot: Eleven rules from Ogilvy, Hopkins, Schwartz, Sugarman, Bernbach and Trott, aimed straight at the robot.
4. The Anti-AI-Slop Playbook: The specific tells that make copy read as machine-made, and the swap test that kills them.
5. Email & Marketing-Copy Craft: Get Opened, Get Read, Get the Booking: Subject lines, preheaders, structure and CTAs that get the email opened, read and acted on.
6. Voice, Tone & British Idiom: Making a Club Sound Like Itself: How to make one club sound unmistakably like itself, in plain British English.
7. Sourcing & Fact-Checking: How to Earn the Specifics: Where the real specifics come from, who holds them, and how to verify a fact before you print it.
8. Staying Legal: UK Advertising Rules for Golf-Club Copy: The ASA and CAP rules that bite golf clubs: pricing, testimonials, scarcity, green claims and the DMCC fines.
9. Social & Google Business Profile: Copy for the Channels You Actually Post On: Writing for Facebook, Instagram, Reels and the Google Business Profile, channel by channel.
10. Measuring It: Did the Copy Actually Work?: Which numbers tell you the copy actually worked, and which ones are vanity.
11. Using AI Without the Slop: How to use AI as a drafting tool without letting it flatten the club’s voice into slop.