Marketing tips

When we market our businesses - through social media, word of mouth, mailings, websites, advertising etc - we convey messages designed to attract the attention of potential visitors. We give them information, and hopefully inspiration.

That information essentially 'teaches' potential visitors about our businesses. 

Usually it's positive, and we tell visitors what we/they want to know. 

Yet sometimes we convey information that contradicts what we really want to tell visitors. 

I've recently h…

Here's a very quick marketing tip. It might seem obvious but many don't do it enough. 

Share. And show your relevance. 

That's it. 

When you spot a social media post about your local area, or something relevant to your business, share it. 

Sharing other posts does several things: 

• it gives you a post without much effort!
• it builds local relationships and collaborations and create a sense of reciprocity - if you share something, then eventually/hopefully maybe they'll share your posts or …

How does your business and local area look at the moment?

Everywhere I look I see beautiful (mainly blue) skies, blooming gardens, lush green trees, fresh produce and happy visitors.

Now’s a good time to take photos.

Not just now and then, not just a few but of everything, everywhere, whenever you can!

I'll suggest how you can use these images in a moment. 

First of all though, I really want to stress: any spare moment, when you’re taking a quick break, when you see something beautiful, wh…

What’s selling a Rolls Royce got to do with promoting your small business?

I’ll explain in a moment.

I’ve no idea whether this story is true or not, but it’s a great illustration that could help you show potential visitors that you offer exceptional value for money - whether you charge a little or a lot. 

The story goes that Rolls Royce decided to stop exhibiting at car shows and to take a stand at private jet shows instead. As advertising supremo, Rory Sutherland said, “when you’ve been look…

There's an easy way to grab attention and get potential visitors interested in what you have to offer, whether you write on a website, social media or a mailing. 

Turn your sentences around.

Here's an example of what I mean. The first version was written by someone who sells home-baked brownies: 

Our Brownies are lovingly made with local ingredients. Before selling them, I spent hours perfecting the recipe for my signature chocolate brownie – testing each one personally… I then chose flavour…

Most people scan-read whatever you write. They can't be bothered to read everything. Yet you need them to read to find out more about your business.

You need to make it easier for them.

You don't necessarily need to change what you write - just how you lay it out. You could probably shorten what you say too. 

Compare these two approaches:

First - how many of us write:

Most people write too many words, making text too long and dense, not getting to the point quickly enough. They don't start …

Remember being taught how to write essays? Your English teacher probably told you to write a heading and then an introduction before you go to the point. 

Many of us still do that but it doesn't work for marketing. Let's take the example of your website.

There are two things you need to consider before you even write a word: 

1. Most people are in a hurry or impatient: they won't spend ages hunting out information. If they don't find what they need or you don't grab their attention they won'…

'I tried it but it didn't work'

Ever felt like your marketing just isn't working the way you'd like?

It's usually for one of these reasons: 

• You're doing the wrong thing (e.g. spending too much time on social media when a mailing list would be more effective) at the wrong time (promoting something too early or late).
• Your marketing messages - what you say on your website, in mailings and social media - aren't quite right. Usually they're not targeted enough or don't stand out enough. 
• Yo…

When one of the 'kings' of the internet and social media (around 50 millions followers!), Gary Vaynerchuk suggests the future is analogue, it pays to listen. 

He's not saying that the internet, social media and AI will go away, but is predicting a massive resurgence of interest in real-world experiences. True authentic human connection and physical experiences are at a premium, and likely to grow in importance. 

The craving for humanity and genuine connection means that there's strong demand f…

How can we be the 'most human'? Why do you need to be? 

Two things are occupying many minds right now: 1) war, unrest and unstable economies; and 2) AI and its impact on just about everything.

Many of us feel powerless. And when we feel like that we become indecisive. Which can be bad for tourism businesses, because although people want what you have to offer, they just don't get round to booking or making plans.

The solution?

We have to find ways to offer something more up-lifting. Somethin…