To have a successful hotel marketing campaign, you must convince the readers or viewers of the value of your property’s offer.
You must sell them on some kind of action, which often involves removing their doubts and fears. This is the point of the copy where you transition from your story to your sales pitch and it’s the point where most hotel marketing campaigns start to go wildly astray.
Are You Insane!
That was the headline of perhaps the greatest sales letter I have ever penned, my famous “Insane” letter. This one-page letter alone is responsible for over $7 million in income but here’s the real beauty of it. I have used the same letter for almost fifteen years with the same staggering results in a number of different businesses—from selling franchises in the karate industry, to software in the golf business.
The reason this letter has been so successful is simple—the concept and the copy resonates with the readers. The idea of doing the same thing again and again and yet expecting different results is, in fact, insane!
This type of connection and understanding of human nature, motivation, and buying psychology is what separates a $500 sales letter writer from a $5,000 or even $15,000 dollar sales letter writer, with a corresponding increase in response.
There is nothing, I repeat nothing, more powerful than a well-written sales letter! By well-written I don’t mean spelling, grammar, punctuation, and all the things I seemed to have missed by quitting school at fifteen. What I mean is, a letter that connects with a prospect at the soul. A letter that speaks the language of your prospect, not the corporate speak language that some Madison Avenue type thinks your prospect speaks. And very possibly, not the language you speak.
It’s that connection that makes your copy work and it’s the lack of that connection that makes it fail, whether in a letter, brochure, postcard, a website, or a social-media post.In this chapter of the Hotel and Resort Marketing Bible we will also cover:
In this chapter of the Hotel and Resort Marketing Bible we will also cover:
- Speaking and writing in benefits.
- Focusing your attention to gain the initial call, click or visit,
- Organizing your key benefits, and
- the importance of using testimonials to add credibility.