Telling the Right Story: Why Your Golf Shop Marketing Needs a Hero Shift

Written by Katelyn Madsen and Ariel Centurino | 4-minute read

Let’s be honest: retail today looks a lot different than it did even five years ago. Attention spans are shorter, competition is fiercer, and customers expect more than just “good products.” They want connection, experiences, and to see themselves succeeding when they walk into your shop.

It’s only natural—most businesses want to showcase how great they are. Phrases like “Come to us for the best gear!” and “We have the best prices!” are great, but if you only focus on how you are the answer to your customer’s problems, that will eventually turn people away. Why is that?

Your customer wants to feel like the main character of the story. They want to feel empowered and successful and generally care more about their needs than the desires you have for business growth. Think of them being on their own quest towards greatness–what do they need? They aren’t looking for you to be the hero, because they are the hero. What they need is a guide.

How to Frame Your Shop’s Story the Right Way:

Every sale starts with storytelling. Consider how a travel company doesn’t just advertise destinations, but crafts narratives of discovery and personal growth. Or picture a technology brand showcasing a user overcoming a challenge with their innovative product. The most effective marketing mirrors the Hero’s Journey—a narrative structure our brains are wired to respond to.

Originally outlined by Joseph Campbell, this classic narrative arc features a main character facing a problem, meeting a guide, receiving a plan, and taking action—leading to success or failure.

The Hero’s Journey is timeless. It’s effective. And it works in marketing, too.

Here’s How to Apply It to Your Shop:

While businesses might think they should also be the hero of the story, there’s a powerful reason why they should take on the role of the guide instead. If both the business and the customer are heroes, the story becomes confusing and unclear. The customer may not feel empowered in their journey, and the focus shifts away from their needs. Customers need to see themselves as the central character in their own journey—whether it’s finding gear that fits their needs or achieving confidence on the course.

The mentor role allows the business to provide valuable guidance, helping the customer succeed on their own terms. The business doesn’t overshadow the hero—it empowers them. By offering a clear plan, emotional support, and helpful resources, the business helps the customer navigate obstacles and reach success.

So How Does This Realistically Play Out?

1. Who is the main character (the hero)?

Define who the main character of your story is.

For merchandisers: It is a golf enthusiast who wants to…

Look and feel confident on the course
Find high-quality, relevant gear and apparel
Enjoy a personalized, enjoyable shopping experience

For vendors: It is a merchandiser who wants to…

Discover unique, high-margin products their members will love
Build lasting relationships with reliable, supportive brands
Feel confident that their buys will sell through

Once you know who your hero is, the next step is understanding what’s holding them back.

2. What is their problem/concern?

Getting specific helps shape more effective marketing messages.

For merchandisers: The customer is…

Overwhelmed by too many options
Unsure what fits their style, game, or needs
Wanting stylish products that work on and off the course
Desiring more personalization and better service

For vendors: The merchandiser is…

Tired of generic, cookie-cutter product lines
Concerned about sell-through and margin protection
Looking for a more collaborative and supportive vendor relationship
Needing help standing out with fresh, differentiated products

3. Since you are the guide, what plan do you give them?

As the guide, your job is to offer a clear, helpful plan that gives them the confidence to move forward. Every plan should include a call to action which invites them to take the next step.

For merchandisers (guiding members/customers):

“Struggling to find gear that performs and looks great? We’ve curated collections that blend comfort, performance, and style—come in and let us help you find your perfect fit.”
“Want a shopping experience that feels personalized? Stop by and let us pull pieces based on your fit, favorites, and playing style.”
“Tired of guessing what’s new and worth your time? Sign up for our member picks list and get curated recommendations straight from the shop.”

For vendors (guiding merchandisers):

“Want to stand out this season? Let’s build a product mix tailored to your shop’s goals. Schedule a planning session today.”
“Looking to increase sell-through without taking on extra risk? Ask us about our guaranteed programs and visual merchandising support.”
“Need content for your marketing? Access our digital asset library and get plug-and-play graphics that drive engagement.”
“Not sure what will resonate with your members? Let’s look at top-selling items from shops like yours and build a custom strategy together.”

4. How does the plan promote action?

Once you’ve given them a clear call to action, they feel empowered to move forward with confidence.

This looks like:

Customers engaging with your shop’s offerings to solve a problem or elevate their lifestyle
Members finding products they love, returning often, and becoming loyal advocates
Merchandisers acting on vendor guidance to curate smarter assortments and boost sell-through
Buyers feeling supported, prepared, and excited to implement what they’ve learned

5. What does success look like? What does failure look like?

Success: They’ve taken your advice and achieved a meaningful result—feeling more confident, solving their problem, or seeing stronger results in their business or lifestyle. They trust you more and come back for future guidance.

Failure: They disregard the advice or never take action and continue to face the same challenges. The opportunity to build trust and connection is lost, and they may look elsewhere for solutions.

Small Tweaks That Make a Big Impact:

Rewrite signage and social posts to speak to customer goals, not just product features.
Highlight customer success stories: “John crushed his tournament with his new setup from [Your Shop]!”
Start your social media captions with what the customer wants — then introduce the product.

These shifts might sound small, but they add up fast. People buy from businesses that make them feel seen, understood, and supported.

Conclusion

In the end, the most successful retailers aren’t the ones who try to be heroes. They’re the ones who recognize that the true heroes are their customers. By shifting your messaging to make your customer the hero and positioning your shop as the guide, you’ll connect deeper, stand out faster, and sell smarter.

You don’t need a total rebrand. Just start small, stay focused on your customer’s story, and watch the impact grow.

And if you ever need ideas or inspiration? AGM is here to help you not just survive in this retail landscape—but thrive. Let’s build golf retail that’s smarter, more human, and way more fun.

To join a merchandiser community and gain weekly educational opportunities and resources, sign up to become a member of the AGM.

Business Practices, Shop Operations

Telling the Right Story: Why Your Golf Shop Marketing Needs a Hero Shift

How to Frame Your Shop’s Story the Right Way:

Here’s How to Apply It to Your Shop: