This is Marketing Mistake #5 of 15. The Rule of 7 comes to mind whenever I talk about persistence.
This rule states: To make an impact in a strangers mind, you must make a connection with them a minimum of seven times in each 18-month period.
Most people quit or give up after the first sign of rejection. A number of sales “professionals,” deciding to give it another shot, quit after try #2. Seven contacts is the secret.
There really is nothing magical about the number seven, but you don’t want to become a nuisance. Read the rest of this entry »
Posted In: Editorial Musings
Finally, my youngest is out of college! Employed! And living on her own! Go me! Last week, I was talking with a friend about today’s secondary education and how many tools kids have today that we never had growing up. We had libraries. They have the Internet. We had mystery meat. They have grass fed, farm-to-table, free range chicken on a brioche bun. After a few beers, we were having a good laugh and then we got into my biggest frustration with higher education. They make everything so difficult. Read the rest of this entry »
Posted In: Publishers Corner
“I think people have been obsessed with the wrong question, which is, “How do we make people pay for music?” What if we started asking,”How do we let people pay for music?” ~ Amanda Palmer: The Art of Asking TED Talk Feb 2013
I wrote the following article in 2013 and recently read a blog post on Host Agency Review reminding me of the “art of asking.” Here is the article from Host Agency review and below is my article reminding you of the importance of constructing your own frame of reference as you build your travel practice.
I recently watched Amanda Palmer’s TED Talk titled “The Art of Asking” and I recommend it to everyone, in every profession. I find it particularly engaging and challenging for travel professionals. Our own industry has suffered many of the same disruptive economic forces as has the music industry. I think, too, we sometimes ask the question “How do we make people pay for our services” rather than “How do we let people pay for our services?” Read the rest of this entry »
This is marketing mistake #4 of 15. I don’t want you to jump ship on this one. Very few people in business today have a marketing plan. They say they do, and every book on business suggests that you have one. My experience tells me otherwise.
The truth is that most well-intentioned folks have a “wing-it” plan. They have a “we try harder” plan. They have an “I’m a nice person, so I deserve success” plan. For lack of a better term they call these Marketing Plans. I don’t think so! Read the rest of this entry »
Posted In: Agent Perspectives
You may have heard the story of the man with the hammer. A machine broke down at a manufacturing plant and a repair man was called. The managers were greatly concerned because production had ceased, resulting in delayed shipping. The repair man was an expert on this specific machine. He took out his hammer and slowly walked around, tapping the machine at certain spots. Eventually he pounded the hammer on one pully and the machine instantly started again. Everyone was thrilled!
The following week, the repair man sent an invoice for $10,000. Read the rest of this entry »
Posted In: Soundings
The team at ShoreTrips has traveled to over 400 destinations around the world and came up with a list of our best recommendations for your next world travel experience. From the far corners of Asia to the United States, here is a list of must-see travel experiences to fuel your wanderlust in 2019. Read the rest of this entry »
Posted In: Deck Plans
This week on Avid Travel With Britton Frost I seek to answer one of the most frequently asked questions on our site: How do I save money on a river cruise?
In this episode, we look at the prices of river cruises on the Danube and the Rhone during peak season, and during shoulder season. There are multiple factors to take into consideration when looking for river cruise deals whether its time of year you’re cruising, airfare incentives, price cuts, or something else. Read the rest of this entry »
Posted In: Spotlight
Ernie has been conducting tours since 2003. He has conducted Ghost, Voodoo, and Cemetery tours for Haunted History Tours longer than most tour companies have been in business. In fact, Ernie is a native of Louisiana who was born in Slidell and raised in New Orleans, Georgia, and Florida. After returning home from active duty he attended Delgado Community College. Ernie discovered the tour guide profession, by chance, one night after taking a Ghost tour. Ernie’s love for the culture and unique history of New Orleans led him to become a licensed professional tour guide Read the rest of this entry »
Posted In: Luxury Travel Tips
Recently I have been cleaning out my email of the many free e-newsletters I have signed up for over the years. Many with the promise of easy riches in webinars, self-filling sales funnels, and coaching programs who guarantee their secret system will make me a rich by ____ (you fill in the blank).
And then there is Russ Ruffino. I like his style. He and his company are an open book. His system is simple and successful. And unlike most other coaches, he uses it in his own business. Read the rest of this entry »
This is marketing mistake #3 of 15. Most customers are getting tired of hearing companies chant the “CUSTOMER SERVICE MANTRA.” Based on my experiences in the marketplace, chances are pretty good that most companies are just saying the words they want their customers to hear.
There are a great number of organizations out there who still don’t know how to spell customer service, no less how to deliver it on a regular and consistent basis. TOO MANY!
Allow me to clarify. You might be good at it – servicing your clients – now and then, when you feel like it. But how often is that? Read the rest of this entry »
This is mistake #2 of 15. They all may appear obvious at first, but I want you to give each one some thought. They will all serve as a valuable reminder.
Let’s use an example to “drive” today’s mistake home.
If I asked you what attributes you look for when shopping for an automobile, you would give me your personal buying criteria on the matter. These are your feelings as they relate to you – specifically. If I asked someone else what it is they look for when shopping for a car, chances are they would give me an entirely new set of “needs.” Read the rest of this entry »
Posted In: Motivationally Speaking...
Losing sleep wondering why your best customer hasn’t answered your emails or phone calls? Shocked to learn they left you for a competitor? “After all these years, how could they do this to me?”, you ponder. “What nerve! I always gave them my all.”
What if your all wasn’t good enough? “At the very least they owe me a courtesy call”, you insist.
What makes you think they owe you anything at all? “I knew something was up. It had been a while since I’d heard from them.”
Are you blaming the client for not staying in touch with you? “How could they tell me they love me then leave me?”, you question. Read the rest of this entry »
For the next three weeks, I am going to remind you of 15 Marketing Mistakes you need to eliminate from your daily program. I will highlight one each day to give you ample time to focus, reflect, and think about how you can avoid making these mistakes.
It is too easy to fall into the trap of simply hanging your shingle that reads ‘Open For Business.’ Yes, selling is a numbers game. Yes, there are millions of people who want and/or need your services. Yes, no matter what you do, some mud will stick now and then if you sling enough of it, resulting in a few new business transactions. Read the rest of this entry »
Posted In: Editorial Musings
There used to be an old adage, “Trust, but verify.” Seemed logical enough. In fact, I raised my kids by giving them implicit trust…until they screwed up. And then they needed to earn it back again. If I was starting over with babies today, I am not so sure I’d take that route. It seems that it is becoming more and more difficult to discern truth from lies (it’s okay, I am not going political here), fact from fantasy, and reality from fabrication. Even in travel. Read the rest of this entry »