How to get on someone’s travel bucket list.

July 22, 2025

Filed under: Public Relations, Marketing Strategies, Observations From the Field, Media Relations, Social Media — @ 10:20 am

You want to inspire bookings now, it’s true…but landing a spot on someone’s travel bucket list is an equally worthy marketing goal. And since we all aren’t lucky enough to be “the Grand Canyon,” “Petra,” “Mount Everest,” “The Taj Mahal,” or any of their popular bucket list cousins, most of the time, we need to work to earn that spot.

Is the amount of work you need to do worth it in the end? Hell yeah, it is. Let’s break it down.

This post will cover why this should be among your marketing goals, what you can do to be bucket-list-worthy, and how to ignite proper interest in what you’ve got to offer.

FIRST…WHY?

This is different than just marketing for long-term brand awareness. This is marketing a SPECIFIC thing that acts as bait to hook potential travelers’ interest. That “thing” is what goes on their bucket list. YOU are just the access granter. And when you get on someone’s travel bucket list this way, you:

Cultivate future revenue
Create absurdly compelling content for your ongoing marketing efforts
Make yourself newsworthy
Turn people into ambassadors long before they even book their trip

People LOVE talking about what’s on their travel bucket list. They tell friends and family about you, obsessively share photos, post on social media about it, and do a ton of ongoing research. These are the folks who sign up to follow your social channels and get your newsletters before they ever grace your doorstep. They generate repeat website visits and help goose your social algorithms with enthusiastic engagement. In effect, they wield a tremendous amount of marketing power for you.

Case in point: my nephew and I talked about this 3.5 pound cinnamon roll served at Lulu’s Bakery in San Antonio, Texas, for nearly two years before we planned a trip there in 2016 to eat it. Sure, we did other things once there, but the driving reason behind choosing San Antonio for his birthday trip was – literally – to eat that cinnamon roll. Heads up dessert lovers…Lulu’s has since closed, but that giant plate of sweet goodness is now available at Green Vegetarian Cuisine, the restaurant owned by Lulu’s son.

The point is…things that are bucket-list-worthy don’t have to be big, nor expensive. They just have to be out of the ordinary enough that someone would have to consider traveling to you for the experience.

SECOND…WHAT?

If Lulu’s didn’t have that cinnamon roll, would I even have heard of that small bakery/diner in San Antonio? Nope. But it’s so unusual and makes such a fabulous visual that the first time I saw a video about it on social media, it stopped me in my tracks. And I immediately saved it to plan a future birthday trip for my cinnamon-roll-loving nephew. It was never a matter of “if”… it was always a matter of “when.”

To get on someone’s travel bucket list, you need something that does the same thing as that cinnamon roll: stops people in their tracks and makes them immediately say, “I’m going to do THAT someday.”

Just existing, or existing near a popular travel bucket list spot (like the Grand Canyon), or offering a bucket list experience that many others offer (like an African safari or skiing the Alps) isn’t enough. Why are YOU the right access-granter of that bucket list thing they want? What sets you apart and earns you that coveted spot?

If you don’t already have something worthy in your arsenal, here are five categories you should consider exploring:

1. An experience that’s rare or (if this is even possible) completely unique.

Adventure, learning, culture, culinary…your canvas here is limitless. Outrageously decadent or expensive meals. Exclusive interaction with experts for learning opportunities. Behind-the-scenes access that’s not usually available. Things like this can all be achieved through creativity, collaboration, and/or a willingness to sort out logistics. From the 24 karat gold pizza at NYC’s Industry Kitchen to the extraordinary Stargazing Over Hirundo program (with legendary astronomer and planetarium innovator Shawn Laatsch) at Maine’s Hotel Ursa, it’s just a matter of dreaming something up and figuring out a way to make it happen.

You can also bundle together things that, alone, are no big deal…but together, they make an unusual experience for someone’s bucket list. Like the Tour de José at the Ritz Carlton New York-Nomad, which is a private, guided evening through all four of José Andrés’ four dining experiences within the property.

2. An annual event that stands out.

You don’t have to be a huge, internationally known event (yet) to get on someone’s bucket list. Quirky, interesting, bucket-list-worthy events come in all shapes and sizes. When Nova Scotia’s South Shore region created their Lobster Crawl event several years ago, it was a small event with a few casually planned happenings over a weekend in February. Now it’s the entire MONTH of February with robust programming. (Side note: I personally know several lobster lovers who have this event on their bucket list.)

The town of Woodstock, VT, is on a similar path, having just launched their annual Pride of Woodstock events in June 2024. Trust me…that wild High Heels Race through the tiny village of Woodstock with its charming covered bridge and lush town green? That’s ALREADY on people’s bucket lists for future years. Even smaller, but no less worthy…the Inn by the Sea, renowned for welcoming pets, has a fabulous annual tradition. For the last week of summer before their outdoor pool closes for the season, the pool is open for dogs to swim, which is a rare opportunity at a hotel. So, you can make a bucket-list-worthy annual event out of just about anything if you get a little creative.

3. An arresting visual worth traveling for.

If there’s a bucket-list-worthy visual that occurs naturally in your area, you need to make it easy/extra-enticing for make you their access-granter. For example, travelers can see the Northern Lights from many locations around the world, but at the Kakslauttanen Arctic Resort in Norway, they can see them from the comfort of their breathtaking domed igloo accommodations. If there’s something cool nearby or within your region, you just have to link yourself to it in a way that’s exclusive to you. Think tailor-made packages to see area sights, special access, or just offering it differently than others. Several tour companies offer jaguar safaris in Brazil…but Caiman Ecological Reserve offers nocturnal safaris, which is when jaguars are most active.

You can also make your own bucket-list-worthy visual. And don’t forget, these aren’t just landscape/nature oriented. It could be anything that makes an arresting visual that the traveler would want to see with their own eyes…and likely wants to post a photo/video of on their social channels. The aforementioned 3.5 pound cinnamon roll qualifies here. The 2-foot tall soft ice cream cone at the Hampton Chocolate Factory in Tampa, FL also qualifies. Think: food, drinks, art, décor, products…how can you create something with a stand-out visual that people just HAVE to see for themselves?

4. Something that aligns with fanatics, hobbies, or pop culture.

This is another limitless canvas. When someone has a deep passion, they are usually willing to indulge it with time and money. Cocktails, sports, art, books, knitting, music, ethnic foods, comfort foods, science, movies, fashion…there are a zillion angles here to tap.

Themed rooms at hotels, experiential trails in a region, exclusive sightseeing/behind the scenes experiences, extraordinary dinners, and more…pretty much any destination, accommodation, tour company, and cruise line can find something to offer in this category.

For example, the Kentucky Bourbon Trail is a natural mecca for bourbon lovers. But now they can stay at The Trail Hotel, a new luxury property that offers a deeper connection to the spirit, including Bourbon Butlers onsite and eight specialty bourbon-themed suites.

And I’m a HUGE fan of pierogi, so you’d naturally think Poland is on my bucket list, right? Sorry Poland, you’re lovely and all, but I read about the Manitoba Perogy Trail a few years ago and it immediately went on my travel bucket list.

The great thing is that to lean into this particular bucket-list category, your entire being doesn’t have to play along. It could be one room of a hotel, one table at a restaurant, one day each month, or one corner of your region. Remember, this isn’t about aligning your entire identity with the angle for long-term brand marketing. It’s about using a SPECIFIC hook as bait to get on someone’s travel bucket list.

5. Stunning dramatic architecture and/or interior design.

This too doesn’t have to be true of your entire being, but certainly entire hotels have been built around bucket-list-worthy architecture and/or interior design. Case in point:

The glass & steel accommodation pods, or “ovo,” set into the vertical rock surface at the Ovo Patagonia in Argentina (above).
Stunning cave accommodations in Matera, Italy, like the Sextantio Le Grotte della Civita.
Accommodations at the Jamala Wildlife Lodge, set within the Canberra, Australia, National Zoo & Aquarium, where each room has glass walls abutting the wildlife enclosures. (Yes, you can take a bath while watching tigers roam two feet away…just remember they are watching you back!)
At Winvian, in Connecticut’s Litchfield County, you can stay in a helicopter, a treehouse, a greenhouse and more. Each of their 18 accommodations is completely unique.
The Biosphere accommodation at Treehotel in Sweden is suspended in the air among the trees and adorned with 340 birdhouses on its exterior. It’s utterly WILD to look at from the ground too.

But you can get on someone’s travel bucket list using architecture and design without needing an entire hotel/building specially designed for it. Luckett Vineyards in Nova Scotia placed an iconic red British phone box smack in the middle of their vineyard. The Common Man Inn & Spa in Plymouth, New Hampshire, has a handful of adorable and photogenic “tiny cabins” nestled into the landscape. Saybrook Point Resort & Marina in Saybrook, Connecticut, has a Lighthouse Suite located out on one of the docks at the marina. All you need is just ONE thing to promote within this category and you’ll have the chance to hook future travelers.

Offering anything among these five categories can get you a spot on someone’s bucket list, so you’ve got a lot of latitude to find something that works for you operationally/logistically. And if your bucket list item taps into more than one of these categories simultaneously, it’s even more powerful.

AND THIRD…HOW?

It’s like that old saying, “if a tree falls in the woods, does it make a sound if no one is there to hear it?”

You can’t ignite proper interest in your bucket list “thing” unless you promote the hell out of it. You’ve got to dangle those lures in order to catch the attention of those who might be interested. And if you’ll forgive me while I take that analogy one step further, you’ve got to fish in all the right ponds.

Whatever your bucket list item, the most crucial thing you can do is invest in stellar visuals – photos and video. Because those visuals are the best bait you can use to hook bucket listers. Visuals are essential for both traditional media (because every journalist will want them to accompany their story) and social media (where dramatic, unexpected visuals “stop thumbs from scrolling,” and boring visuals get lost among the clutter).

If you need a nudge on this, we’ve got two: The Secret to a Great Tourism Photo, and What Makes a Dramatic Tourism Marketing Photo?

The better your visuals, the more they’ll get shared. So if you spend a ton of money and time investing in your bucket list item, and then DON’T spend money and time capturing them visually for sharing…dude, that’s fumbling at the goal line. When your bucket list item gets no love, you’ll have no one to blame but yourself.

Here’s a helpful checklist to ensure that your bucket list item has the best chance of nailing a spot on people’s lists:

I repeat: invest in stellar visuals.
Ensure information about it has a permanent home on your website with an easy-to-share landing page url, so that you, journalists, influencers, and potential guests can (duh) easily share it. If it’s something seasonal and you only have it on your website during that season, you’re missing out on year-round discovery opportunities.
Share it with traditional media through a PR strategy. (Oh, you need one of those? We gotcha.)
Share it through your newsletters and on your own social media…and do what you need to do to boost and amplify those posts. (Oh, you need a strategy here too? We gotcha again.)
Share it with social media influencers – choose them strategically and let THEM amplify your message with their own visuals and storytelling. (Oh, and this too? We still gotcha.)
Investing to host journalists and social media influencers to experience your bucket list item seems like spending a ton of money with no guarantee of return – especially if it’s an annual event. But that’s an INVESTMENT you need to make, which will pay dividends over time. So do it.
If your bucket list item aligns with certain passions, hobbies, and interests, you’d be wise to stop and think: where do those people congregate? There are social media groups you can post in, niche media you can tap, special interest groups that have their own newsletters/magazines/websites…heck, even in-person meetings and conferences. Like, should New Zealand want to attract even more Lord of the Rings fans than it already does, they might consider taking a booth or sponsorship at Comic Con, where tons of LOTR fans flock regularly.

The bottom line is this: to get on someone’s travel bucket list, you need to have something rare or unique and be bold and creative in sharing stories about it.

Developing ideas like this is – quite literally – my favorite thing to do at Redpoint. So if you want to bat around some ideas, just holler anytime. I’m game! Drop me a line here.

How to use UX principles in writing.

June 18, 2025

Filed under: AI in Marketing, Writing Tips — @ 8:09 am

“UX” (user experience) is one of those industry terms that can sound like fancy jargon to outsiders and requires highly specialized knowledge. In fact, in my experience, even seasoned marketers can throw the term around to sound like they know what they’re talking about without understanding how UX principles truly work.

But if you have to communicate things as part of your job, whether to internal or external audiences, you should be using UX principles in your writing. It’s a secret weapon that will ensure you get what you want out of those communications. And this is true even if you’re using AI to assist with drafts.

First, some quick background, and then I’ll show you how to easily apply UX to your writing.

The term UX refers to the overall experience a user has when interacting with a product, system, or service.

In simplistic terms, for example, a website with “good UX” is easy to use…speedy loading pages, clear navigation, visually attractive, and a seamless experience with no annoyances. A website with “bad UX” is difficult to use…it can have pages that take forever to load, be confusing to find what you want, have harsh or distracting visuals, have broken links or missing information, and so on.

UX is a term heavily used in design work…graphics, visuals, and products. Letting UX principles guide their work enables designers to create things that have smooth, frictionless interactions with minimal (if any) negativity for the user.

But imagine how much better your life would be if all your written communications created smooth, frictionless interactions.

Here’s how UX applies to writing.

In this context, I don’t mean becoming a “UX copywriter,” which is a specialized job in itself.

I mean the everyday communicator – in marketing, sales, the executive suite or whatever – using UX principles to make their written communication frictionless.

This can apply to emails between colleagues/bosses/direct reports, documents of any kind, marketing emails to key audiences, and especially anything that has a call to action. Because if you want the reader to DO something, you’ll want to make it as easy as possible for them to do it.

To achieve that, let these three tips guide you:

Spend enough time before writing to clarify in your own mind exactly what this communication needs to achieve.
Anticipate questions and hesitations your readers may have and address them proactively.
Make strategic choices about how the information is organized and – if necessary – comes across visually.

Let’s break each of those down further so you know exactly what to do.

1) Clarify your goal before writing.

Believe it or not, most folks don’t do this…and I say that from my vast experience hosting writing workshops and working with tourism executives on their writing. Most people sit down and just spew out words. If you’ve ever tried to write an email or document and spent an absurd amount of time backspacing over what you wrote before you get into a groove, you know what I’m talking about.

You might think you know what your goal is, but in reality, people most often come at writing with the goal of “I have to write (this thing).” They’re not really thinking of the writing part as just a tool that’s going to help them achieve an end goal, which is communicating information and/or getting the reader to do/think/feel something.

When you aren’t crystal clear on your goal, it usually results in “bad UX” writing, such as:

Wordy, repetitive information that never quite makes the right point
Any calls to action getting lost in a sea of meandering words
Confusing the reader as to what they’re expected to do/think/feel
Losing the reader’s interest quickly

Take a beat – or as many beats as necessary – before you start writing to answer this critical question: what do I want the reader to do/think/feel after reading this? And then, keep that goal front and center to guide your thinking for the next two steps.

But keep in mind that clarifying your goal is particularly essential if you’re using AI to help with your draft. If you’re a regular AI user, you know that the clearer your prompt, the better the outcome. “Garbage in…garbage out” is an apt phrase here.

2) Anticipate and address questions proactively.

This one might be the hardest part because it’s not always easy to put yourself in someone else’s shoes. But I have found that often times, people write with blinders on…filling in detail gaps in their own mind and not realizing key points are missing from the finished piece of writing.

If you want a good laugh that proves this point, watch this dad try to follow his kids’ written instructions for how to make a PB&J sandwich.

When your audience is reading your communication, whether that’s a meeting invitation to your team or a marketing email to potential guests, “good UX” writing anticipates and addresses all their questions in the initial communication.

Why is this helpful? Because they don’t get distracted away from your call to action by all the questions that pop up in their brain as they’re reading. Even better, it reduces (or hopefully eliminates) the need for them to come back to you with questions, which would delay you getting the result you want…which is getting them to do/think/feel something.

This example will give you an idea of what I mean.

You’re inviting colleagues to a three-hour strategy meeting from 1-4pm. So you write an email that says:

Hey all. We’re going to meet about the 2026 strategy next Thursday from 1-4pm. Please come prepared to discuss your thoughts based on the budgets and programs that John shared earlier this year. I’ll send an invite. Thanks!

If I’m the recipient of that email, I’ll immediately wonder things like:

Should I eat lunch before or will food be served? (yes, my first thought is always about food)
Do I have those docs from John? Did I even get them? Where can I find them if I don’t have them?
Am I going to be asked to make a presentation here or is it more of an informal discussion?
Who’s running the meeting and what will the agenda actually entail?
Three hours is a long time to sit in a meeting…will there be a break?
What’s the goal of the meeting…are we making decisions here or just discussing things?
What else do I need to do to be prepared for this meeting?
Is this virtual or in person?
And if it’s not clear by the email distribution, who’s coming to this meeting?

If that email went out to 10 people, all 10 of them are likely to have at least a few of those questions…which means you’d be stuck volleying back and forth with 10 people to answer questions.

A “good UX” approach of that same email would be:

Hey folks.

All department heads will meet in person next Thursday from 1-4pm in the 18^th floor conference room to discuss the 2026 strategic plan. Please come prepared to discuss your thoughts based on the budgets and programs that John shared earlier this year, which are attached again here for your convenience.

Sue and I will lead the meeting and each person will be asked to spend 5 minutes sharing how the budget impacts their department. Then we’ll brainstorm together on how to achieve the goals shared on the last page of the attached program document. We’d like to leave this meeting with at least five workable ideas for discussion at the next leadership meeting.

Drinks will be provided and please feel free to BYO lunch. We intend to use the full three hours, but we’ll take a break midway through.

Please accept the calendar invite coming your way shortly.

Is that email a little bit longer? Yes. But it’s not TOO long and it will eliminate at least 98% of the questions the recipients are likely to have. Thus, allowing them to just accept the calendar request when it arrives with no additional time wasted on either side. THAT’S good UX.

What if you don’t yet know the details but need to quickly get out the invite to lock it in on everyone’s calendar? Send this:

Hey all!

We’re planning a meeting of all department heads in person next Thursday from 1-4pm at HQ to discuss the 2026 strategic plan. More detailed information will follow tomorrow to ensure that you’re prepared, but for now we just wanted to get the time blocked on everyone’s calendar. Please accept the meeting invite coming your way shortly!

So…even if you don’t have all the details, you can anticipate that they WILL have questions and just let them know from the start that those questions will be answered. It still eliminates friction and volleying.

3) Make wise organization/layout choices.

If your goal is to make it as easy as possible for a reader to embrace your message, then organization plays a HUGE role in how they receive/interact with your words.

Here are just a few facts to keep in mind:

Giant, long blocks of copy are desensitizing. Break long paragraphs up into shorter ones. Better yet, use bullets wherever possible. The human mind LOVES bullet points…they make information more digestible.

If you’re giving a deadline – whether a booking deadline for a vacation package or a response deadline on a colleague’s email – ALWAYS put that at the beginning so the reader knows the time sensitivity. If you put it at the bottom, or worse, hidden in the middle somewhere, there’s a high risk they won’t see it. Don’t assume they will read all the way to the end of whatever you sent.

Especially if you’re communicating a lot of information, or complex information, put down everything you need to say and THEN go back and reorganize. It’s hard to organize as you create, so let it all flow out and then reread it using the lens “what’s the best order to unfold this information for the reader?”

If you’re using AI to help with writing, you still need to be aware of facts like these to be sure you’re getting an effective result. You might have to prompt it with commands like “this copy is too dense, break it up into more easily readable paragraphs and use bullet points where possible.”

Also, sometimes to be most effective, written words need a little assist from visual layouts. Pete & Gerry’s did a marvelous job with this email to their database talking about the rising costs of eggs and the bird flu epidemic. The subject is serious and written words alone would have come across flat, like a crisis statement or a formal press release. The combo of visuals and simple, brief, and distinct text boxes make this email SO easily digestible by the reader. It’s not arduous to read it so you actually DO read it.

Overall, using UX principles in writing is the best way to ensure you get the result you want from readers. Does it take more time/thought on your part (even if you’re using AI) to approach writing this way? Sure. But that’s the whole essence of UX: you work harder/smarter to make it easier on the user.

And THAT makes it easier for them to do/think/feel what you want.

The world is getting judgy about AI usage.

May 14, 2025

Filed under: AI in Marketing, Observations From the Field — @ 12:46 pm

Is AI a useful tool, a cheater’s crutch, a superpower, or the scourge of the earth? Well, according to our recent survey about AI usage at work, it’s all of those things…and more. One responder even vehemently proclaimed, “AI is absolutely awful. Burn it down.”

Benefits aside (and there ARE benefits, arsonists notwithstanding), the arrival of AI tools like ChatGPT, Gemini, Claude, and others has kicked up a massive cloud of negative emotions along with it – fear, guilt, and anxiety among them. And many of these emotions come from peer pressure, which is especially prevalent in the marketing industry. You can feel judged for using it and judged for NOT using it.

For example:

AI champions think non-users are dinosaurs going extinct.
AI haters view users as lazy cheaters whose brains will turn to mush.
Some people hide their usage because they don’t want people to think they’re incapable of producing their own work.
Some people hide their non-usage because they fear people will think they’re not on the cutting edge of technology.

So how many people really ARE using it for work? And how often?

If you believe the media hype, EVERYONE is using it for work. The topic of AI and how to use it saturates media coverage, industry conference agendas, and business-focused social media platforms like LinkedIn. It’s no wonder it feels like the world is getting judgy about AI usage. The push to use it is everywhere you turn.

Yet, we recently surveyed 419 adults to ask for their anonymous response to the question, “How often do you use an AI assistant like ChatGPT to help with your work?” And despite AI tools being readily available for more than two years, the results aren’t as one-sided as the media-hype-peer-pressure would have you believe.

In this graph about how the world is getting judgy about AI usage, the data shows that 36% of people never use it, 45% of people use it occasionally, and 19% of people never use it.

So according to this survey:

36% of people never use it
19% of people use it every day
45% of people only use it occasionally

AND OH, THE COMMENTS! We added a box for optional comments and didn’t expect many. We were so wrong. People had a lot to say about it, all of which was quite illuminating.

From the comments (which you can read for yourself here), we learned things like:

Cool (simple) ways to use it we hadn’t considered, like correcting formula errors in Excel that you can’t figure out.
Many people won’t use Large Language Model (LLM) AI platforms like ChatGPT, Gemini, and Claude, and others because of their extensive drain on the environment. This is a particular concern for people and companies that have made a commitment to sustainability.
At the moment, there seem to be more “passionate haters” than “passionate lovers.” Like the colorful commenter that said, “Don’t trust AI, it’s anti-human and generally produces slop.”
It seems to be gaining traction as simply a helpful tool…many people use it for polishing up their own writing, getting them started with a framework for a document, and – as one responder put it – “using it as an extension of my own brain.”

That observation in the last bullet? That’s pretty much the stance of the “45% of people who use it occasionally.” They just see it as a tool…one they use when it’s needed and don’t when it isn’t.

And that’s really what it comes down to in the end.

You are not a dinosaur if you DON’T use AI.

And you are not a superhero if you DO use AI.

AI is just a tool. Tools are used for a variety of reasons, like to make things easier or to solve problems. And people adapt to using newly emergent tools at different paces. There’s no good or bad here, and no right or wrong. There are only choices and outcomes.

There are plenty of people out there leading perfectly happy lives without smartphones. Are there efficiencies and benefits they’re not taking advantage of because of that choice? Sure. Does it matter? No. Who says that doing more and faster is better? YOU may not be able to live without those efficiencies and benefits, but that’s YOUR choice.

We are still in the very early stages of LLM/AI usage by the general public, and it’s reasonable to expect that more people will come to adopt its use over time. Humans aren’t always quick to change and often resist learning how to use new tools and technology. Eventually, the new tech settles into whatever place it belongs in each of our lives, based on our own personal needs/likes/style. But initial resistance is normal.

I wasn’t around when the telephone was invented, but at the time, many people saw it as “the instrument of the devil.”

I was around, however, when the internet was invented and I fully remember having to counsel our marketing clients at the time on whether or not they should have a website. That too was a polarizing choice for people. And over the years, I saw clients cautiously come to embrace website marketing… then fully embrace it and strike all printed marketing materials from their budget. Then – whoa – realize that plenty of people out there still want/need/crave printed materials and scramble to rebuild sales lost from banishing them. And then eventually make peace with some sort of hybrid of print/digital mix.

And more examples…

E-books like Kindle didn’t replace books for every reader.

Food processers didn’t replace hand-chopping for every chef.

Task management apps didn’t replace handwritten to-do lists for every planner.

Hell, music streaming services didn’t even replace vinyl for every music lover.

And AI will never replace “writing” or “thinking.” Too many people get pleasure from brainstorming, strategic thinking, and crafting the perfect combination of words that articulate their point. Might those folks use AI as a tool for other things, or to help them occasionally with some parts of writing or thinking? You bet. But just because you use AI for SOME things doesn’t mean you have to use it for EVERYTHING.

So let’s all stop being so judgy about people’s AI usage. Use it or don’t…it’s totally up to you.

My Great Aunt Pauline – bless that woman’s wisdom – always used to say, “Things take just as long as they need to.” Which means, when it’s the right time for you to embrace AI for various things, you will. Until then, don’t stress about it.

And if you’re worried that we are all going too far into embracing automation and depersonalization (especially in hospitality), these stories from the tourism world will warm your little heart.

We’re all just suckers for homemade cake.

Masking tape: the unsung hero of authentic branding.

10 unexpected (and fabulous) tourism guest service stories.

The secret to delivering successful presentations.

April 16, 2025

Filed under: Effective Presentations — @ 11:11 am

It doesn’t matter if the presentation you’re giving will span five minutes or a full day. If you don’t factor in these four components – time, goals, focus, and texture – it won’t be effective. Together, they are the secret to delivering successful presentations.

What do I mean by successful presentations? The kind where people are engaged and pay attention. And the kind that make a positive impression on any size audience, so your messages get heard and understood.

These four components are the same for ANY type of presentation – marketing ideas, sales pitches, financial performance results, training workshops, status updates, plan/recommendations, investor pitches, onboarding orientations, and even keynote presentations.

You may be surprised to learn that “exciting content” isn’t one of the components. Your subject matter could be dry and boring, and you can STILL engage people and make an impression.

That’s because the secret to engaging an audience isn’t in the content…it’s in the delivery.

Yes, the content has to be relevant to your audience, even if it’s dry. But the impression you make is shaped by your delivery choices, which, in turn, are shaped by the four components.

TIME

“How much time do I have?” should always be your FIRST question when you’re asked to give a presentation of any kind.

Time parameters dictate the quantity of content you can include. And you’ve got to be militant in understanding just how much time you will actually have or you’ll make unwise choices about what to include.

For example, say a client or your boss gives you 30 minutes to present your ideas. A 30-minute slot on a calendar does not equal a 30-minute presentation. The first five minutes of the meeting might be chit chat, settling in, and waiting for someone’s late arrival. Then you’ll need time for questions and discussion, whether that happens during the presentation or afterward. So let’s say you think there will be a lot to discuss and you want to save half of the meeting slot (in this case, 15 minutes) to allow for that. That means your actual presentation can only be 10 minutes long.

There is a HUGE difference between choosing content to fill 30 minutes vs. 10 minutes. In this example, if you had 30 minutes, you might choose to include your research journey and supporting data for all your ideas. But with 10? You might just have to deliver the ideas alone, in order to have enough time to do them justice.

Knowing the actual amount of time is also helpful because you’ll be able to see in advance whether the allotted time is enough for what’s needed. Maybe in this example, sharing the research journey is essential to understanding each idea, and therefore 10 minutes simply isn’t enough time communicate all the information necessary. That’s your cue to suggest that an hour be blocked instead of 30 minutes.

In another example, think about a keynote or other type of stage-based presentation to a large audience. For one of my most recent keynote presentations, I was given a 45-minute time slot. But in my analysis of content choices as I was creating the presentation, I came up with this breakdown of timing anchors:

Five minutes had to be saved for everyone coming in and getting settled, because these sessions at big tourism conferences rarely start on time.
I was showing five total minutes of video content throughout the presentation.
I always ask questions and engage in audience banter/interactions during my presentations, even hopping off the stage if appropriate, and walking out onto the floor. So I saved 10 minutes for that.
15 minutes would be needed to deliver actual technical content critical to the educational mission of the session. This stuff already existed, it was just up to me to organize and present it.

So in reality, I actually only had 10 minutes to fill with my own original content – examples, ideas, stories, and so on. Knowing that, I was able to choose the right number of stories and examples to make the most of that 10 minutes. Without it, I would certainly have chosen too many and run out of time.

Listen, no one ever gets mad if you finish a presentation early. But it’s super frustrating for the audience when you run out of time. Because you end up either 1) talking too fast to cram it all in; 2) leaving some content unpresented; or 3) forcing them to stay overtime until you finish. All three of those paths leave a negative impression on your audience, resulting in an unsuccessful presentation.

GOALS

This sounds elementary but most people don’t think through this crucial factor. The goals aren’t the same as the content choices, but rather they INFORM the content choices. The goals answer the question: what do you want the end result of this presentation to be?

In the first example above, your goal might be to get approval on the ideas. Or it could simply be to get feedback on them. But you might have other goals as well, such as:

Making a case for an increased budget or new hire.
Defending your job.
Laying the groundwork to ask for a raise or promotion.
Getting credit for your department’s good work.

In that example, if you’ve only got 10 minutes to fill with content…do you see how your content choices might change depending on which goals you’re trying to achieve? Each one of those goals has a slightly different slant.

Knowing your goals allows you to wisely choose which content to emphasize and what gets the most/least airtime.

Years ago, I was asked by organizers to use my keynote session to infuse joy into a tourism conference that needed a refreshed vibe. That was it…their one goal. They didn’t even assign me a topic.

That one goal led me to choose a topic – The Magic of Surprise in Guest Services – and all the elements needed to achieve that goal. Did this include surprising the audience with beer, snacks, fashion accessories, and an eight-piece jazz band during the presentation? Indeed it did. Watch a snippet here.

If their goal had been “educate the audience on the latest changes in social media marketing,” I would have made COMPLETELY different content choices. A jazz band, while fun, would have been unnecessary and squandered time away from achieving the goal.

FOCUS

Once you know “time” and “goals,” you use them to choose your presentation’s focus. What content needs the most emphasis? And how deeply should you cover each piece of content?

In the first example above, let’s say your two goals are to get feedback on the ideas and showcase your team’s limitless creativity. It might be best to use that 10 minutes to cover as many ideas as possible with just top-level highlights about each one.

But if your goal is to get approval on some or all of the ideas, it might be wiser to choose the top three most viable ideas and cover each one deeply. You can always mention (if appropriate) that there are 10 more ideas in the hopper but “these rose to the top” for whatever reason.

Focus is probably the most critical component in delivering successful presentations. Deciding on your presentation’s focus is all about curating the content. And that means choosing what gets included and, as importantly, what gets omitted.

It can be painful to leave content out of your presentation when you really really really want to include it. But if that piece of content doesn’t align well with your time and goals, no matter how much you love it, it will actually do more harm than good to include it.

A favorite piece of advice I got years ago about the importance of brevity in communication is “overwriting is just a failure to make choices.” This is true also with delivering successful presentations. Choose your focus wisely and your audience will stay engaged.

TEXTURE

Ah, here’s the secret sauce to audience engagement.

It’s a given that with any presentation, there’s the potential to lose the audience’s attention to daydreaming, their mobile device, private troubles, a desire to be elsewhere, and even just a need to go to the bathroom.

Texture – which is what I call doing unexpected things and breaking patterns – is the best way to combat that.

Texture is anything that snaps people out of their thoughts and back into what you’re saying. There’s no formula for infusing texture into a presentation…in fact, the unexpected element of it is what makes it so successful. And it has to be natural to the presenter. For example, *I* may choose to hop off the stage and head out into the audience for interactive banter during a presentation, but that may feel weird for other presenters.

What you choose to use for texture will depend on your own style/comfort level with your presentation, audience size, your relationship with the audience and how well you know each other, subject matter, and amount of time available. Handing out prizes/gifts, stopping to talk to one particular audience member, showing an unexpected picture, singing a song, making everyone get up and switch seats, calling up a volunteer, asking the audience an impromptu question and giving an answer…ANYTHING to break the monotony of you-talking-and-them-listening. THAT is texture.

Here’s me, trying to decide what kind of “texture” to serve the audience.

In a small setting, like the first example above, that might mean bringing cookies from your favorite bakery or snacks/drinks you know the client/boss really likes. Or it could mean bringing in props or accessories that make the presentation interactive and bring the ideas to life.

In a larger setting, you likely can’t see all the audience members. So those folks in the back can easily be scrolling on their phones and answering emails without you knowing. But the minute you call up a volunteer, or hop off the stage, or do a little dance, or show an unexpected photo that gets an audible response from the whole audience? Trust me, those strayers will come right back to you.

I once gave a three-hour long workshop on crisis communications response for the members of a tourism region. The heavy subject, necessarily unpleasant examples, and scary nature of the content – coupled with the fact that the audience was mandated to be there – was a recipe for low attention spans. Some texture I used to combat that:

After presenting each super-heavy case study – which included examples of natural disasters, violent crime, epidemics, and more – I showed a pleasant “palate cleanser” photo of a cute dog doing something…yawning, leaping, sleeping, etc. And I called it just that: a necessary brain palate cleanser, because it’s important to protect your state of mind when dealing with a tragic crisis. We all took a moment to “awwww” over each dog before we collectively pulled up our bootstraps and dove into the next gut-wrenching case study.
I created an activity for each table to do together and instead of handing out pencils and paper, I handed out crayons and construction paper for recording their ideas. Just adding these pops of color to the environment gave people a lift, because it was fun and different. I also encouraged folks to doodle, collected one from each table, and awarded prizes to the top three at the end of the presentation.
Twice I asked for a volunteer to come up and help me do something. In one case, I handed the guy my “clicker” to advance my slides on cue and it created much levity in the room when we had some snags in coordinating the timing.

Did some people’s attention drift at times? Sure, they’re human. But did I get them back with each infusion of texture? You betcha.

Again, texture examples like those in particular may not work for every presenter. But the point is…texture is the key to holding people’s attention. So do SOMETHING.

Overall, using these four components to guide the creation of your presentations will ensure they go smoothly and make the impression you intend. They are, hands down, the secret to delivering successful presentations.

Need some help trimming your words down to save time in your presentation? Check out these Four Quick Tips to Strengthen Your Writing.

The secret to successful email marketing.

March 20, 2025

Filed under: Digital Marketing, Marketing Strategies, Effective Communication — @ 11:17 am

If you ask marketers “what’s the secret to successful email marketing?,” you’re bound to get a slew of answers about mechanics: ideal number of CTAs, optimal distribution time, the best platforms, effective templates, the importance of content calendars, and more.

See that? They go right for PROCESS. They focus on HOW TO DO IT.

Mechanics matter for sure, but they are not the answer to that question.

Because the secret to successful email marketing isn’t about process. It’s about PURPOSE.

What purpose does your ongoing email communication serve in your audience’s lives and how is your email content making their lives better?

These seem like lofty, grandiose questions. And maybe you’re thinking they are TOO lofty for tourism marketing. Like… “We’re not curing cancer here or giving anyone financial retirement advice. The purpose of our emails is to sell tourism packages and get people to come to our destination.”

No… that’s YOUR purpose for sending the emails.

But what’s THEIR purpose for receiving them?

Why do your emails matter to your audience?

Busy, overworked marketers lose that perspective because – quite frankly – it’s easier to focus on one’s own goals. An email marketing program becomes a “thing that needs to be managed.” A tool to sell stuff and/or generate brand awareness. And just one more item on a massive to-do list of competing priorities.

This is what leads to a narrow focus on PROCESS. It becomes, “how can we get these emails out the door more efficiently and with the least amount of time involved?” Enter…spreadsheets, platforms, templates, and habitual processes.

But none of that stuff – however efficient it is – matters if you lose sight of the purpose your emails play in the lives of your recipients. You know why they matter to you. But your email campaigns will only be successful in the long run if you focus on why you matter to them.

In the world of hospitality, this is what’s known as “serving, not selling.” And if you focus on serving their needs, then in the end you will ultimately sell more.

Here’s how you do it:

GET A NORTH STAR

You need a North Star that guides the purpose of your email campaigns – from the recipient’s perspective – and forms the mutually understood basis of your email relationship with them.

For example, are you their…

One stop shop for deals and discounts?
Source of travel inspiration?
Resource for “how to” knowledge?
Source of laughter and entertainment?
Helpful trip planning tool?
Escape from the monotony of daily life?
Source of news for your area?

You could be any one or more of those things – or something else completely – but what’s critical is that you promise to serve a purpose for them, and then you deliver on that promise with every email.

It’s like a pact you enter into with recipients. And the better you uphold your end of the pact, the stronger your relationship with them gets. It fosters trust, forges a bond, and establishes a place for you in their lives.

Can you serve this purpose for them and also achieve whatever YOUR goals are for the email campaign? Absolutely. The magic of a successful email program comes when purpose is satisfied for both sides of the pact. And if you continue to put theirs first, yours will follow easily, whether that’s sales, brand awareness, or referrals.

Lacking this mutually understood purpose, your emails are just a disconnected series of transactional messages to recipients. Each email you send may or may not matter to them depending on how much time they have when it lands in their inbox, whether or not your subject line grabs them, or a host of other factors beyond your control.

But WITH that purpose, which you reinforce and uphold each and every time you send an email, YOU matter to them. You matter for who you are and the place you have in their lives…not because of any one specific piece of communication.

THEN, STICK TO THAT NORTH STAR

Now comes the hard part.

Once you define that North Star, you’ve got to stick to it. It is soooooo easy to lose your way, especially because focusing on the efficiency of the process is so seductive.

Choosing content that upholds the purpose you’ve promised your audience requires time and fortitude. It’s not always quick. It doesn’t always fit into the templates you’ve already got designed. It doesn’t always align with the things you want to promote. Hell, it may not even always provide an opportunity for recipients to “click,” which is the (often misguided) holy grail of email marketing.

But it’s worth it because it cultivates passionate champions for your brand. They are not fair-weather friends. They have a meaningful, engaged relationship with you.

So… every time you’re about to plan a content calendar or draft an email, stop first and ask yourself: does this communication serve the purpose that we promised to uphold? Force yourself to use that lens as you decide what to include and how to frame it.

Will this take more of your time? You bet. But an email relationship is a weighty, meaningful thing that deserves the investment.

Email is a channel you own, unlike social media platforms where you’re marketing on “rented space” owned by someone else. Just look at how the looming US TikTok ban is freaking out marketers and influencers, who are living in fear that their entire audience will disappear in a blink if TikTok goes away. You own your email list and control those relationships, so any investment of brainpower and energy here builds equity with staying power.

One parting thought. While “purpose” is definitely the secret to successful email marketing, having a kickass subject line can’t hurt. Because even those recipients who love you don’t want to be bored to tears by a lackluster teaser. Here’s how to grab their attention with clever subject lines.

Clever signage makes a lasting impression on your guests.

February 11, 2025

Filed under: Marketing Strategies, Observations From the Field, This is Cool — @ 10:55 am

If you’re not having fun with your signage, you’re missing a huge opportunity to make a lasting impression on your guests. Why? Because clever signage is unexpected and therefore grabs attention.

I’m not talking about sidewalk chalkboards or temporary menu boards here. I’m talking about permanent signage that does its intended job…but with unexpected humor.

This transforms boring, necessary signage – restrooms, information, directions, rules, etc. – into a marketing tool. It’s an opportunity for you to share a joke, spark a smile, and quite possibly even inspire a social media share. And any brand can have this kind of fun, even a luxury brand. It’s all about being human and approachable.

Need a little inspiration? Here are several examples from around the world.

Seen in a New England church parking lot, this could say “No Parking,” but instead it says…

Seen at the Renaissance Nashville Hotel, this could simply say “Ice Machine,” but instead it says…

Seen at Hot Dog Tommy’s in Cape May, NJ, this could say “10am to 6pm,” but instead it says…

Seen at Bennett’s Sandwich Shop in Kennebunk, ME, this could say “No Parking,” but instead it says…

Seen at the Halifax Seaport Farmer’s Market in Nova Scotia, this could say “Lamb for Sale,” but instead it says…

Seen during the holidays at toll booths around NYC’s bridges and tunnels, this could say “Don’t Drink & Drive,” but instead it says…

Seen at the Ft. Lauderdale Airport, this could simply say “Pardon Our Construction,” but instead it says…

Seen at Miyahara, a sweet shop in Taichung City, Taiwan, this could just say “Ice Cream,” but in a nod to their building’s legendary origins as an ophthalmology clinic, instead it says…

And we haven’t even talked about BATHROOM signage, which is a prime opportunity to have fun. Check out these clever bathroom signs for a laugh.

The bottom line is this: why waste an opportunity to forge a positive connection with your guests when all it takes is a little thought, a dash of mischievousness, and a desire to make people smile?

Got some fun, permanent signage at your business? Send me a photo and I’ll squirrel it away for the next blog post about signage!

Locals play a key role in tourism marketing.

December 14, 2024

Filed under: Marketing Strategies, Branding Strategies — @ 1:02 pm

(Warning: ridiculously adorable baby photo below. Be ready to smile.)

“Tourism marketing” usually implies promoting to audiences who live elsewhere, yet locals play a key role in tourism marketing too. In fact, they play a far more critical role than most tourism brands are willing to acknowledge:

They are influencers, who can either help promote you or help promote AGAINST you.
They are, inevitably, your go-to-market whenever tourism slows (off-season) or gets interrupted (recession, natural disaster, global pandemic, etc.).

So essentially…they can become your greatest ambassadors AND they can save your bacon when times are tough. Surely this makes them an audience worth consistently courting, right?

And yet, in my experience working with tourism brands, I find that locals are often viewed as an inconvenience, and an audience that needs to be “placated” not courted. Tourism brands frequently complain that locals:

Don’t drink the Kool-Aid they’re dishing out…locals feel they know the REAL you and they love calling you out when you try to promote only your “good side.”
Feel entitled ownership of the area and begrudge the entity’s (perceived) power.
Resent floods of tourists coming to the area and disrupting their normal activities.

But if you only care about them when “regular” tourism is down, can you blame them for not loving you? Locals don’t like being your Plan B. Who would?

Instead of treating them like a fair-weather friend, you should consider ways to treat them like a special audience. You want their support, their goodwill, and their vocal promotion in good times and in bad. How do you get it? You need to instill a sense of pride in them about YOU.

This is true for all types of tourism entities…destinations, hotels, attractions, even tour companies and cruise lines within both their home base and the markets in which they operate.

Give locals reasons to take pride in you. And be proud to be associated with you. And want to brag about you to others. Let THEM pour your Kool-Aid.

In some ways, this isn’t about treating them as a tourist whose wallet you’re looking to open. It’s about treating them as a part of your tourism family.

Tasmania, Australia’s island state, does an extraordinary job at this.

The Little Tasmanian program was not created by Tourism Tasmania, nor is it designed to be a tourism promotion program. And yet, that’s one of its hidden super powers.

Brand Tasmania created the program, in collaboration with government partners, to foster early childhood literacy and simultaneously inspire in young children 1) a sense of pride in being Tasmanian, and 2) a sense of confidence that they can succeed in anything they choose.

As part of the program, every newborn in Tasmania gets a library bag filled with Tasmanian branded goodies that are both useful and inspirational. Besides a library card voucher and helpful information for parents, the bag’s contents vary, containing things like a Little Tasmanian board book and playmat, as well as a onesie that proudly proclaims the newborn’s origins:

With this program, Tasmania is creating future tourism ambassadors in its kiddos and current tourism ambassadors in their parents. It’s instilling a sense of pride in the state and giving them positive reasons to share stories. Indeed, I discovered this program because someone shared a photo on LinkedIn of her newborn in his Tasmanian onesie and she was enthusiastic about the Little Tasmanian program.

And Tasmania isn’t alone in cultivating future ambassadors from birth. The Italian soccer team Atalanta gives a newborn-sized signature Atalanta shirt to all babies born in the team’s home town of Bergamo through a program called Progetto Neonati Atalantini (Atlanta Newborns Project).

Newborn gifts may not be a good fit for you or your budget, although I strongly encourage tourism destinations to consider it and look for government or other funding partners. Even for-profit tourism entities (like hotels) who may not have access to government funding can partner with clothing companies, authors, toy companies, bookstores, and more to make it happen.

But aside from newborn gifts, there are other ways to show locals that they are not just your Plan B, but rather they are a valued part of your tourism family. This is true whether you’re a tourism destination or a tourism operator within a destination.

This goes beyond just sponsoring the local little league team and supporting local charities. Show them that they matter to your business. Some ideas:

Lots of tourism entities offer loyalty programs to tourists. But do you have one for locals? You could put together a program with special benefits for locals…you could probably even charge for it if the ROI to them was significant enough.
Offer a special “locals only” drink (at a special price) at your bar. You could offer this every night or just one night or just weeknights or just at happy hours. Whatever works for you, as long as it’s a regular thing, and they have to show their license with a local address to be eligible. Or, they have to be a member of your locals loyalty program if you go that route. (If you’re in a big city, you can make this more of a neighborhood thing with a clear block perimeter.)
Give them a sneak peek of new things…renovations, products, menus, activities, offerings, and more. Experiencing it first makes them really FEEL like part of your tourism family.
If you have consistent annual slow seasons, create value offerings for locals they can count on each year so they plan for it. It doesn’t matter to them if the weather is crappy and a lot of local businesses are closed. I personally would take an “Escape Your Chores” vacation in a heartbeat at the right price. Someone else cleans my room and cooks my meals and I’m not sitting in my home looking at all the closets I keep meaning to clean out and the bookshelves I keep meaning to organize? Sign me up.
How about hosting a “thank you party” at the end of tourism season for the locals?
You could organize a regular “locals only” drawing for swag and other giveaways – hotel rooms, spa treatments, meals, golf rounds, ski passes, and more. If you’re a destination, you can get your local operators to contribute the giveaways…it’s a win-win.

You may say to yourself “why should I give locals discounts when they might pay full price if I didn’t?” That’s because you’re thinking with your REVENUE HAT on, not your MARKETING HAT.

You’re courting the locals, not for their money (though that will come) but for their ambassador potential. You want them telling their friends and family about you with pride. You want them to be an unofficial part of your tourism team, sharing good things about you on social media. And you want them to WANT to see you succeed in your tourism effort…because it is also THEIR tourism effort.

Then, the next time “regular tourism” dips for whatever reason, the locals will feel a sense of community in supporting you instead of resentment over being your Plan B.

And heads up: you definitely want to nip local resentment in the bud before it escalates, or else you may find that locals are banding together and proactively doing what they can to STOP tourists from coming.

For additional tourism marketing ideas:

How to inspire word-of-mouth in tourism marketing.

The use of experience guarantees in tourism marketing.

How to steal travel marketing ideas.

One key to persuasive writing.

November 19, 2024

Filed under: Writing Tips, The Power of Persuasion — @ 8:53 am

As a marketer, your job is to influence people’s perceptions and behaviors, and persuasive writing is key to your success.

This is why you’ve got to stop opening your sentences with the word “I.”

When you begin sentences with “I,” they force the communication to be about YOU and YOUR perspective, such as:

From a hotel sales rep reaching out to a meeting planner: I would like a few minutes of your time to introduce you to ABC Hotel.
From a member of another department within your company: I need this by 2pm or I can’t make my deadline.
From a job applicant in a cover letter: I’m looking for an opportunity that will help me grow.

In each of those examples, the approach focused on the WRITER’S need, not the READER’S need. So there’s that reader, just sitting at their computer trying to juggle their own jam packed to-do list and busy life demands. And then you drop into their email, Teams chat, Slack channel, or whatever and add something to their unwieldy pile that YOU want or YOU need.

Why on earth should they care what YOU want?

Here’s the thing. By starting the sentence with “I,” you’re subtly putting the power in their hands. You’re not giving a compelling enough reason for them to be moved to whatever action you’re trying to inspire. Essentially, you’re making their cooperation a choice based on whether or not they have the time and inclination to do what you’re asking.

Reframing the sentences so YOU aren’t the focus makes them more persuasive. You can do this by positioning the perspective from THEIR point of view, or removing the you/them point of view entirely and giving the sentence a third party perspective:

You need a hotel that delivers X, Y, and Z for your meetings, and ABC Hotel delivers that and more.
Here’s why ABC Hotel is rated “5/5 – Most Memorable Meeting Ever” on 95% of post-meeting surveys.

Your numbers are needed by 2pm or the team’s deadline can’t be met.
The numbers are needed by 2pm or the team’s deadline can’t be met.

Your company has all the elements on my wish list, so I’ll dive right in enthusiastically from day one.
Growth is important to me, and I can see that’s one of your company’s key values.

This sort of reframing doesn’t guarantee that the reader will do as you ask, of course. But psychologically, removing the self-centered approach gives it a more compelling foundation.

Further, this “no I” trick is useful even beyond situations where you’re asking for some sort of action. Watch how using “I” can dilute the strength of so many other messages:

When sharing a fabulous report: I am pleased to share the latest report.
When delivering a proposal: I have attached the proposal you requested.
When confirming something: I just wanted to let you know that the cost has been approved.

You may not be trying to directly persuade the reader of anything with those messages, but all of them are weak, passive and typical. And self-centered, too…for example, why does it matter if you’re pleased? In messages like this, why are you drawing the focus onto yourself, when the focus should really be on the report, proposal, or cost?

Plus, let’s take this one step further: passive messages like that miss opportunities to grab your reader’s attention. Even if those messages aren’t directly asking for action, you do still want the reader to care, especially if the subjects are worthy of some spotlight. You can seize the chance to prime the pump, so to speak:

The latest report is going to knock your socks off.
The latest report shares some interesting surprises.
The latest report shows a strong rebound from last quarter’s stumble.

Everything you requested – plus one fun surprise – is in the attached proposal.
Here’s why you’re going to love the attached proposal.
The attached proposal meets your vision for the event…plus a little extra thrown in for fun.

The cost has been approved with all the additions you requested.
(Person’s Name) approved the cost in its entirety.
It’s exciting that the full cost was approved!

Each one of those examples grabs attention way more than the original vanilla-sounding “I” phrase.

There ARE circumstances, however, when it could actually be MORE persuasive – or at least more impactful – to begin your sentence with “I,” such as:

When you’re giving your word or making a promise. “I promise you…” is so much more meaningful than “You are promised that…”
When a personal apology is needed and you need to clearly accept responsibility for something you or your company did wrong. “I take full responsibility for the error and here’s what I’m going to do to make things right.” (But do you actually need to say the words “I’m sorry?” Find out here.)
When expressing your perspective would be impactful and appreciated. “I’ve written hundreds of proposals in my time, but crafting yours was the most fun I’ve ever had because…”

As a marketer, it’s important that you know when you should and shouldn’t begin your sentences with “I.” So one key to persuasive writing is awareness of the choice and then choosing wisely.

If this is a habit of yours – and don’t feel bad if it is because it’s pretty common – here’s one way you can break it. Periodically pick a day or even a week and take the “No-I-Challenge.” During the period you set, commit to not starting a single sentence with the word “I”…not even the ones where it doesn’t matter, such as “I have a doctor’s appointment at 1pm.” (“The doctor is seeing me at 1pm today.”)

It will be HARD and you’ll likely be frustrated at first. Wrapping your brain around how to reframe perspective will force you to think about wording in ways you don’t normally use. But that’s the whole point! Any new thing you learn feels awkward at first, but I promise you it gets easier as your awareness level grows.

But do yourself a favor and don’t cheat, ok? Replacing “I” with “We” still keeps the perspective with the writer, not the reader. And just dropping the “I,” as in “Wanted to share this report,” is majorly cheating. We all see that “I” even though it’s not there.

Overall, you’ll find that your writing will evolve to become stronger and more persuasive as you focus on shifting your sentences in this way.

For more persuasive writing tips:

The worst opening line for an email.

Here’s how to stop being an impatient writer.

Four writing tips to make tourism marketing more persuasive.

Here’s why marketing geeks rule.

October 18, 2024

Filed under: Public Relations, Digital Marketing, Website Strategies, Customer Service, Marketing Strategies, The Power of Persuasion, Observations From the Field, Media Relations, This is Cool, Social Media, Uncategorized — @ 2:07 pm

Effective, memorable, stand-out marketing always starts with a brilliant idea…and this is why marketing geeks rule in the idea department. Are you one? Your reaction to the three examples shared here will help you know.

First, let’s define “marketing geek,” which – in my world (tourism marketing) – is an affectionate compliment.

A marketing geek takes pleasure in the delivery of ANY successful marketing idea. It doesn’t have to be their own. It doesn’t have to be big. It doesn’t have to be revolutionary. It just has to strike you in such a way that you instantly appreciate all the invisible efforts that brought such a thing to life. It’s like a master chef tasting someone else’s delicious dish and immediately appreciating the culinary choices and skill that went into creating it.

And just like that master chef will be curious and ask questions of the dish’s creator, so too does a marketing geek question things.

We see things “out in the wild” and we’re SO curious about why choices (good and bad) were made. Why that font? Why that timing? Why that name? How did they pull that off? Why the bloody hell did they approve that ridiculous idea that tanked their brand? How long did that take? How much did that cost? And especially…did the marketing folks mean to do that or was it a happy accident?

More than that… we learn from everything we see. Every example we encounter gets stored away – in the creativity pantry of our brains, if you will – and we draw from that pantry every time we need seasoning for a new creative idea.

Take this photo:

On October 8^th, 2024, Jessica Campbell made history by debuting as the first female full-time assistant coach in the National Hockey League.

If you looked at this photo from that historic game and applauded whoever it was that suggested she wear an all-white suit…you’re a marketing geek.

In every photo, Coach Campbell “pops” dramatically while surrounded by a sea of black-clad Seattle Kraken players. And dare we mention that all the other coaches are wearing very dark suits as well? Not even a “slightly less dark grey” among them? You’ll never convince me any of these choices were an accident on the night of her first game, when all cameras would be shining a spotlight on this milestone story.

What do marketing geeks take away from seeing such a photo? A memorable reminder that if you want your photo to tell a marketing story, you need to make sure the right thing “pops.”

Need some tips for that? Learn the secret to a great tourism photo.

Here’s another example.

Like everyone, I’ve been in probably thousands of public bathrooms in my lifetime…restaurants, hotels, stores, airports, rest stops, office buildings, medical centers, libraries, museums, and more.

I don’t remember a thing about the toilet paper in any of them, except that it was – without exception – plain white.

So naturally my attention was grabbed instantly when I saw this toilet paper in the bathroom of a hospital recently:

It wasn’t just that the brand name “Scott” was blatantly showcased on the toilet paper. There was also a graphic pattern on it. It was actually kinda pretty.

So now, in my endless sea of white toilet paper memories, I can honestly say that moving forward, I will forever remember that the toilet paper in the bathrooms of NYC’s Mount Sinai Hospital at 98^th & Madison is NOT just plain white. Kudos to the Scott Paper Company (who probably intended this reaction) and to Mount Sinai (who may not have).

What do marketing geeks take away from seeing something like this? A heightened awareness that things get attention when they are unexpected or highly unusual. And this is especially true when it’s for a mundane, everyday product or experience.

Plus, if my reaction is true to form for marketing geeks, then such an encounter immediately inspires the thought, “what could we do with this?” Because right away, I thought of all our hotel PR and marketing clients and how cool it would be if they had unique, pretty, Instagrammable toilet paper for guests.

(Pssst… worried about costs, hoteliers? So put this toilet paper only in special suites or use it only during certain themed weekends. There is always a way, and in this age of social media, the surprise and delight ROI is worth it.)

The View – Lugano in Switzerland gets the whole “cool toilet paper” thing.

And as a final example, a true marketing geek would take great joy out of an email like this landing in their inbox:

As a medical insurance carrier, Anthem Blue Cross & Blue Shield likely has a lot of dry, seemingly boring, and it’s-for-your-own-good topics in their email content calendar. But that doesn’t mean they need to communicate them in a dry and boring way. I never thought I’d see myself smiling from an email about getting a flu shot, but smile I did. And I quietly gave their marketing team a mental high-five for it.

What do marketing geeks take away from seeing a subject line like this? Inspiration that ANY topic can have an interesting and attention-grabbing subject line if it’s approached the right way.

And come on, people… we’re in TOURISM. Surely if the medical insurance community can do this, we’ve got way more fun fodder in our arsenals to help us deliver on cool subject lines? See here for some tips.

The bottom line is that if you’re not already a marketing geek in this way, it’s not hard to become one…and your ideas will be better for it. Anyone can do it just by looking around, noticing things, and asking yourself “why” and “how” of everything you see. Eventually it becomes a habit and before you know it, you’ll be asking yourself “what could we do with this?” a dozen times a week. And this is why marketing geeks rule.

PS – I collect stellar marketing examples from all industries – not just tourism – to showcase here in this blog and in our newsletter, Tickled Red. So if you see any out in the wild that are worthy of applause by fellow marketers, send me a note/picture about it! I’m totally ready to geek out with you over it and may even use it in a future piece. Reach me at miranda@redpointmarketingpr.com.

The worst opening line for an email.

September 19, 2024

Filed under: Writing Tips, The Power of Persuasion, Effective Communication — @ 2:32 pm

A side view of a black and brown dachshund dog looking sideways at the viewer. The text reads "Do you REALLY hope I'm well," which is the worst opening line for an email.

Let’s cut right to the chase: “I hope you are well” is by far the worst opening line for an email. Or a letter. Or a LinkedIn message. Or any really any kind of communication, but especially when you’re trying to get the reader’s attention for something important to you…a sale, a deadline, a call to action, and so on.

Here’s why, and here’s what to use instead.

WHY IT’S BAD

It is – by a landslide – the most commonly used opening line in communications. That means people see it so often, they’re desensitized to it. It’s become a trite, meaningless phrase.

And worse than that, because it’s so overused, it feels disingenuous to the reader. Like…does the sales rep hawking event space or the colleague asking for your input on a report REALLY hope you are well? In truth, it’s likely they haven’t given much thought your well-being. Rather, they have something they need to tell you or get from you. You know it. They know it. Hence, disingenuous.

Here’s why this is a problem: humans have tiny attention spans. We are distracted, we multitask, and (thanks to technology) we get bombarded with way more communication than we can handle.

What gets our attention? When something is DIFFERENT.

So if you want someone to pay attention to the message you’re sending – engage with it, feel something, do something, or even just read the damn thing – why start the communication with a boring sentence that’s predisposed to make their eyes glaze over?

This is especially true for folks who work in marketing, sales, public relations, and journalism. You should never bait your hook with a forgettable line like “I hope you are well.”

WHY WE USE IT SO OFTEN

It’s like a way for writers to warm up before writing. You sit down to your computer and you don’t quite know how to start your message, so you type out that nice, generic opening line to get your brain started. Then you can segue into writing the REAL part of the message.

It’s akin to warm-ups for athletes before a competition or singers before a show.

The thing is…warm-ups are boring to watch. Just like they’re boring to read. They should be done behind the scenes and be invisible to the audience.

But writers, just like readers, are distracted, multitask, and have tiny human attention spans. So when we sit down to write something, we just want to GET IT DONE. Sitting there, staring at the screen trying to think what to write? That feels like wasting time. We get antsy. We get impatient.

So we fire off some version of “I hope you are well” and it gives our brain that dopamine hit that says, “I’m not wasting time, I’m actually writing something.”

Rinse and repeat this pattern often enough and soon it becomes a mindless habit. And voila: the worst opening line for an email becomes your comfortable go-to.

WHAT TO USE INSTEAD

Oh… you wanted a one-size-fits-all answer? Alas, effective writing doesn’t come from a cookie cutter.

You can still have your warm-up. Just make it “thinking time” instead of an empty phrase irrelevant to your purpose. Indeed, the best result will come when you craft an opening line tailored to the relevance of your message. Some examples that have crossed my inbox:

From a job seeker: When I read your job posting, it stopped me in my tracks and made me instantly want to apply.
From an industry colleague: Your website sent me down a rabbit hole of joyfulness.
From a realtor: NYC real estate is a blood sport.

Yes, it takes a little longer to come up with an opening line that stands out from the sea of sameness. But isn’t it worth it if it grabs your reader’s attention? If they engage with your opening line, they’ll be more likely to keep reading. And if the opening line is related to your core message, you’re wisely priming the pump.

Still not convinced? I’ve got two words for you: PREVIEW PANE. In email, LinkedIn messaging, and most forms of electronic communication, the recipient’s inbox is often set up so they can see a preview of the message before opening it. DO YOU REALLY WANT THAT PREVIEW TO BE “I HOPE YOU ARE WELL?” Ugh, it’s a waste of coveted, influential space that tortures my little marketing heart.

Listen, if you are in a massive hurry and absolutely have to “show” your warm up to your audience, at least make it different than the overused “I hope you are well.” You can try either of these:

Happy (day of the week)! You could also use the month instead, if it’s the start of a new month.
Hello from (location)! This is useful if your recipient is far away (“Hello from NYC” to someone in Georgia) or even in a different part of your building (“Hello from the 4^th Floor!”).

But if you want to break the habit of using the worst opening line for an email, these additional resources will help:

Here’s how to stop being an impatient writer.

The power of 15 minutes in writing.

Five opening lines that sabotage your email’s success.

Just remember…you may indeed care about your recipient and hope they are well. Just do it at the closing. 😉

PS: don’t even get me started on email subject lines.