A man once came up with an idea that could double sales of an already popular product.
According to advertising legend, he told the business owners that he could vastly increase their profits with the addition of just one word - in return for an enormous fee for himself of course.
Eventually they agreed to pay him, perhaps because the idea was just so intriguing. What was this incredibly powerful word?
I'll explain: he worked for a shampoo company who used the words, 'lather and rinse' on the back of every bottle of shampoo. His great idea was to simple add the word 'repeat' so it became 'lather, rinse and repeat'. The instruction to 'repeat' remained on shampoo bottles for years and years. It might not have doubled sales but it certainly increased them significantly.
What has this got to do with your tourism business?
I was speaking to some one recently about a promotion we did a while ago that was really popular and successful. But we made a mistake. We did it once. That was it. It worked really well, yet we didn't do it again. All it would take was a simple leaflet reprint, or even just another social media push for the online .pdf version. Yet we simply moved on to the next thing.
We do that a lot in tourism. We post something on social media that gets loads of engagement. We feel pleased. Then we move on to the next thing.
We often assume we've 'done' something and don't repeat it, not wanting to bore people or assuming everyone has already seen what we do. Yet we're continually trying to attract new visitors, so there's a constant stream of new people we need to convince.
Think about the best promotional activities you've ever done. Which could be repeated? Which social media posts got great engagement? Can you make a note to repeat them at regular intervals, maybe just adapting images and words a little so they don't become dull?
It's said that most of us need around seven touch points - maybe a mention in a magazine article, a few social media posts, recommendation from a friend, perhaps an email - before we respond and actually buy something. If that's true, then saying something brilliant once just isn't going to do the trick.
You not only need to repeat yourself, but to also use similar messages in different ways.
So sometimes you really don't need to reinvent the wheel - just to do what you've done before, again - and possibly again. And again.
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Please note: all articles are copyrighted Susan Briggs