You’ve seen it before. A well-intentioned member has reached the end of their rope about the number of unrepaired ball marks on a green. Now they want the club to do something about it — post signs everywhere and include it in the weekly member newsletter. I breathe a deep sigh. Not because I don’t wholeheartedly agree with them. I feel their pain like it was my own. But it always leads to the same thing — plastering a FIX YOUR BALLMARK message on every sign, scorecard and newsletter we can find. Let’s write it in bold, block letters with lots of exclamation marks. Because that will ensure the message gets through.

Golfers say that all people need is a reminder. Well, that’s just crazy. I’m an advertising guy who spent his career trying to convince millions of people how to think or act or feel a certain way. Golf is an emotional sport. Surely that means there’s lots of rich soil to turnover. And surely........

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