Hot Button Marketing: Accessibility is Key | TravelResearchOnline


Hot Button Marketing: Accessibility is Key

“Make your website user-friendly and likeable.”

Hot Button Marketing by Barry Feig, page 186

Here is an exercise I would like all of you to participate in in the next few days: Google the phrase “travel agencies.” Put quotation marks at the beginning and end of the words. I just did this, and instantly received 19,600,000 responses. That is a lot of competition.

Click on the book to grab your own copy of "Hot Button Marketing"
Click on the book to grab your own copy of “Hot Button Marketing”

Now with over 19 million options, I would like you to click on a handful of travel agencies and look at their websites as if you were a potential client. I am willing to bet that none of these “jump off the page.” Go ahead. Try another five, 10, 30, 70. You are going to arrive at the same revelation. Nothing. Nada. Zilch. They will all look the same, and none of them will even remotely suggest that you have arrived at the right website.

With this in mind, I now want you to look at your website as an outsider would see it for the first time. What is your immediate reaction? Favorable? Impressed? No reaction?

The rest of this article is elementary. I want you to begin to think about ways that you can become more useful to the people who are first introduced to your web identity. How can you reward them for stopping by resulting from their lucky “find?”

I’ll give you a hint: if you do not have a form on your homepage offering information or something of value (a bribe) in return for their name and email, you have wasted every dollar you have spent up to this point developing your web identity.

Your website needs to be more than pretty rendition of your brochure. It must immediately provide value to your new audience.



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