Ideas & knowhow

Make your customers cry

Make your customers cry

Actually I’m not exactly suggesting that you should make your customers cry but the fact you’re reading this demonstrates the power of emotions.

Many believe that marketing is expensive or difficult. It really isn’t.

Avoid being bland.

Make an impact by being memorable.

Develop a strong emotional appeal.

Make people feel something.

That’s all you need to do.

There are many ways to do this, no matter what it is that you need to ‘sell’.

Telling a story or giving a little information that c…

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Surprise and delight to get more word of mouth publicity

How to surprise and delight for word of mouth pubicity

Ask any tourism business what's their most effective, lowest cost marketing method and they'll almost certainly answer 'word of mouth'. It's easy, it's free - and it 'just happens'. Or does it?

Most businesses just hope for word of mouth publicity and recommendations from satisfied customers. They do a good job, and hope word of mouth referrals will follow. Now we have 'word of mouth on steroids', in the form of social media so it's become even more important to impress.

Surprisingly few peopl…

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One easy thing you might have forgotten to do

One easy thing you might have forgotten to do

One easy thing you might have forgotten to do…

I get a LOT of emails from tourism businesses. Many small businesses use gmail, hotmail and other email addresses instead of using their domain name (e.g. susan@tourismnetwork.co.uk).

While there’s nothing wrong with doing this, it could be having a small impact on your business. It’s not always obvious which business you’re writing from because the email address doesn’t mention the business name. Quite a lot of non-domain name email addresses get…

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What's your niche?

What's your niche

If you wanted to kill ants*, would you buy 'Ant Killer' or 'Insect Spray'?

If you wanted to enjoy paddle boarding, would you get lessons from 'Peter the Paddle Boarding Expert' or the 'Outdoor Centre'?

If you wanted to stay somewhere cosy in Masham with an open fire would you google 'cottage in Masham with an open fire' or 'places to stay in Yorkshire'?

If you're a normal human being, your answer to each of those questions will have been the first, the most specific description.

Years ago ev…

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Simple web check and update

SImple web check and update

If you only have a few seconds to convince someone to stay on your website and decide to visit you, what do you need to do to get results?

1. Build confidence

Consistency is key. You need your potential customers to trust you. Simple things help.

Keep the same fonts, photo style and colours through-out your website.

Now might be a good time to click through all the pages of your website to check there’s nothing on there that’s out of place? Maybe you had to add some Covid-info in a hurry and…

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Small actions to save lives and build loyalty

Small actions save lives

I really dislike the expression 'food to die for'. For most people it means eating something delicious. For me, it's a reminder that my daughter could eat something that will kill her. No food is worth dying for. 

I used to think people with food allergies were just being faddy and attention-seeking. Since then I've woken up to the reality. You really understand how severe food allergies can be when you’ve travelled in an ambulance, sirens screaming, blue lights flashing while someone clo…

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Are your potential customers stuck in the 'messy middle' ?

Messy middle

I'm old enough to remember the days when people decided to book a holiday simply based on either a neighbour's recommendation or an ad in the Christmas edition of the Radio Times. Nowadays decision-making is much more complicated. You may not realise it but you're probably losing income and bookings because some of your potential guests and visitors are stuck in the 'messy middle'.

This is the name Google gives to the gap between when someone is first interested in what you offer and their …

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How to use social proof to boost your tourism marketing

social media proof
In an earlier blog I wrote about why you need to build trust. An important part of doing this is to offer ‘social proof’. Social proof is the 'evidence' that people collect from others, which influences their own behaviour. We instinctively notice what others are doing and pick up on some of that activity, believing it might be the 'correct' behaviour, or the 'right' thing to buy. 

A simple example: would you rather buy fish and chips from the shop with or without a queue outside? Rather …

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Why I need to trust you - and how to make it happen

Trust

Can I trust you? How do I know that you're trustworthy?

Does it matter? If you're running a business, yes. It really does: you can't build a business without building trust.

Few of us are ready to pay good money for something that we're not certain of, or don't trust. We may seem to happily hand over our cash for goods and services online. In our sub-conscious we're constantly asking ourselves questions.

Is this really as good as it looks?

Is it worth the money?

Is the company genuine? Is it…

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The power of micro-steps to achieve a bigger goal

Power of micro steps

Ever feel some things are just too big to deal with?

You know it’s important but it just feels too big to tackle? Sometimes it’s something like redecorating – you know it needs doing but can’t face all the upheaval. Or you’ve got a new phone and know it’s got all kinds of clever functions but there’s never a good time to learn what to do. Climate change is a whole other level of daunting. What can one person do that’s ever going to make any difference?

Whatever the daunting challenge you’re f…

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