Sep
20
Elsewhere in this blog you'll be able to read about my take on the craft of developing scenarios. Scenarios are essentially "stories" which attemept to illustrate how events may play out in the future. They help us to interpret present day events and their implications for what we're doing ("what we're doing" being a euphamism for "business strategy").
It has just struck me that there is another, powerful use for "memories of the future": You can use them to illustrate to a prospective customer what it might be like to stay at your hotel...
It has just struck me that there is another, powerful use for "memories of the future": You can use them to illustrate to a prospective customer what it might be like to stay at your hotel...
Most hotel stays end. When they end, they become memories, nothing more. For example, if you're selling romantic getaways, the strongest promotional or persuasive argument you can create is a "memory of the future" in the mind of your prospect that evokes pleasure, romance, togetherness.
If you can't remember what it felt like to be romantic - go and look it up in a book like I had to...
What you're aiming to do is to place the minds' eye of the reader in the position of actively or having consumed your product (in this case a short break or romantic break). You use website content to do this - a combination of the written word, pictures and perhaps some video.
Use these component parts to create a vignette, a set of mental images, a series of emotional responses, a story designed to encourage your website visitor to click on that "buy now" link. If you get it right, he'll click on it because you've illustrated the "memory" he wants to take home after you've raided his credit card for a few hundred pounds, dollars or euros.
Don't yell "buy now!" at him. Instead, tell him why he should buy now. Give him strong, relevant and emotional reasons to buy.
Humans have communicated emotions, learning and understanding using stories for thousands of years. It appears that in the internet age, we've forgotten how to use this most powerful selling technique.
If you want to know how to apply the concept to your website to increase bookings - just ask.
If you can't remember what it felt like to be romantic - go and look it up in a book like I had to...
What you're aiming to do is to place the minds' eye of the reader in the position of actively or having consumed your product (in this case a short break or romantic break). You use website content to do this - a combination of the written word, pictures and perhaps some video.
Use these component parts to create a vignette, a set of mental images, a series of emotional responses, a story designed to encourage your website visitor to click on that "buy now" link. If you get it right, he'll click on it because you've illustrated the "memory" he wants to take home after you've raided his credit card for a few hundred pounds, dollars or euros.
Don't yell "buy now!" at him. Instead, tell him why he should buy now. Give him strong, relevant and emotional reasons to buy.
Humans have communicated emotions, learning and understanding using stories for thousands of years. It appears that in the internet age, we've forgotten how to use this most powerful selling technique.
If you want to know how to apply the concept to your website to increase bookings - just ask.
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