|
Article Directory
|
+ Authors
+ Articles
|
|
|
|
Internet Marketing Lessons From A Side-trip In Las Vegas
Copyright (c) 2008-2012 Willie Crawford
While attending an Internet marketing seminar in Las Vegas recently, I decided to spend some time observing how those with huge budgets market. I reasoned that in a city where buildings often cost billions (with a B), they must know a thing or two about effective marketing.
In this article, I'll share just a few hours that I took out from my day to tour a timeshare resort.
While walking through the casino where we happened to be staying, my wife and I were approached by a casino employee. He asked if we'd be interested in a few free shows, and some buffet meals. My interest was piqued, and I wanted to see how such a huge operation used a freebie as a lead generator.
The employee steered us to a information counter where we were told that to get the freebies, we needed to attend a one-hour tour of a local resort... with no other obligations. They did require a $40 deposit to reserve our spot on the bus, and to ensure that we showed up.
At this point, the marketer in me "was game" even though I considered my one hour... plus travel time, worth much more than the value of the tickets and meals. However, I wanted to compare their marketing to mine, so I went along.
At the appointed time, I showed up, filled out a short form, that basically entered ALL of my contact info into their funnel, and got on the bus.
On the bus, we were given a short survey to take that would be used by the sales person to structure their pitch. The survey asked about our opinions and travel habits. It also was VERY leading... pointing out how much more sense it made to stay in a 5 star resort condo for only $200 per week, than it did to stay in a "ratty" hotel for $200 per night.
Getting off the bus, they collected our survey forms at the door, and then seated us all in a large room that, among other things, had a guy on a ukulele singing and providing mood music.
A sales rep walked into the room periodically and yelled out one of our names. They'd then ask a few very brief questions and tell us that a guide would be with us shortly. I suspect that the purpose of that "little exercise" was to assess each couple or prospect, and try to figure out which sales person it would be best to match them up with. They were matching us up with someone enough "like us" that we'd probably like them ... and maybe even want to help them make a sale.
They fully understood that "people prefer buying from people that they know, like and trust." People are also often more inclined to buy from people that they feel are "like them."
Our tour guide/sales person guided us into a large presentation room where we were seated with our sales person. Dozens of other couples were similarly seated in the room.
The sales person got enough preliminary information out of us so that as we went around the room later, they could share something special about each couple with the group. They were somewhat creating a sense of community... or connection.
Next, one of the better sales people got up front and made the first pitch, rolling in things such as scarcity, social proof, consistency, authority... all of the things that I'd read about in Robert Cialdini's book, "Influence, The Psychology of Persuasion."
As the presentation proceeded, people in the room frequently clapped at certain statements. Most of these were sales people, but before long the prospects were also clapping.
I reflected upon the fact that on comedy television shows they overlay "laugh tracks" to que you as to how you are suppose to feel and respond. Cialdini tells of how they even had people in the opera whose job it was to stand up and start clapping to trigger that same response.
I smiled as I observed how well they orchestrated the psychological triggers that I somewhat understood.
During the presentation it was pointed out how rapidly phase 1 of the project had sold out and how likely phase 2 was to quickly sell out. In the pit of my stomach, I began to sense the urgency/scarcity of the situation.
They continued by pointing out how rapidly prices were indeed increasing for property in Las Vegas, and how the cost of a unit on that condo could very well double by next year. The urgency continued to build, except that the salesman in me was enjoying watching the crowd more than I was paying attention to the message. There was a small voice in the back of my head reminding me that I didn't travel to Las Vegas searching for property, and in-fact had never even considered living in Las Vegas.
They mentioned all of the celebrities, politician, and "big wigs" who were a part of the project. Our sales person also mentioned that she was an owner from phases I. That played on a number of psychological factors including authority... and social proof.
As we wrapped up the group presentation, and our guide took us on a tour of the property, it was repeatedly point out to us how "it only made sense" to purchase if we took even one vacation a year. That point was really hammered home... much as many online copywriters point out how much of a "no-brainer" certain decisions are.
As the tour wound down, the sales person asked what we though. She did several trial closes and also looking for the decision maker.
My wife deferred to me, and I said that I rarely made snap decisions. She pointed out that some people would instantly "see the value" and that others wouldn't. She emphasized that since Las Vegas saw million of visitors per week, it really was "no big deal." My mind instantly flashed back to sales letters that I've read where they point out that "they'll eat steak that night regardless of my decision." As I declined "the deal of the century," naturally the sales manager and other "very likable people" were brought in to help out.
They assumed that it was "a price issue" so they strove to determine what monthly payment I would be comfortable with. They enlightened me to the fact that this was the only number that really mattered :-)
As someone with a harddrive full of digital properties (resale rights to ebooks, software, etc.) that I might never use, I CERTAINLY saw no logic in buying real properties that I might never use!
The sales person asked me what she did wrong... and pointed out that her manager would be critiquing her performance so she really wanted to know. I wasn't sure if this was an attempt at making me feel guilty... and to therefore reconsider, or if it was a genuine effort to determine how to improve their process.
The sales manager asked me similar questions, patiently waiting for me to talk myself into reconsidering :-)
In the closing room, whenever a customer said yes, they put on a big show, to include having them spin a wheel for a big prize. That offered more social proof, and gave them an opportunity to build value by piling on the bonuses.
In the end, I didn't purchase but did feel that I'd gained tremendous value from the experience. I saw how many of the very things that we used in our online marketing are used in "higher stakes" offline marketing. Practically everything that they did made perfect sense, and I could see that I was dealing with a well-oiled selling machine."
As they transported me back to my hotel-casino, I also smiled at the fact that while they had indicated that it was a "now or never deal," they also had my mailing address, phone number, email address, and enough demographic data to follow-up with me forever... if they choose to. I'm certain that they will, and so I look forward to continuing to hone my online marketing skills by studying sales people trained in a "billion dollar environment."
I also appreciate the fact that they staunchly refused to discuss my going home and "thinking about it." That simply was never acknowledged as an option. They framed is as there will be millions more next week, so we will sell out soon. They closed the door of too many options, and I'm sure that that increased their closing rate (since most who say that they want to think about it, are soon sidetracked).
As an aside, during the formal presentation, they showed how hotel after hotel was being bought up, and then imploded, so that they could build several billion dollars resort casinos on the same land. They frequently tossed around "the B word," and I could see that they were both building value and doing an "apples to oranges" sales pitch.
I was mildly impressed when they mentioned that hundred million dollar building were often bought only because someone wanted the parking lot!
My little excursion provided dozens of other marketing lessons that, if you are really listening, PROVE to you how effective the very things that you are taught online everyday can be. The fact that I am a sales person also shows that when you market in a niche that's full of other marketers (such as Internet marketing) you will face a tougher challenge than you would if you were marketing to someone who didn't analyze your every word.
Now I feel less guilty about skipping some of the seminar presentations. As you can see, I WAS working. I was studying how others practice my profession :-)
|
Willie Crawford is an internationally-acclaimed speaker, author, seminar and radio show host, and leading Internet marketing expert. When not out fishing in the Gulf of Mexico, Willie can be found sharing his 11 1/2 years of online marketing experience with members of The Internet Marketing Inner Circle. Join them at: http://TheInternetMarketingInnerCircle.com
|
Follow "The Phantom Writers" on Twitter
(@phantomwriters)
to be notified when new articles are made available.
VOTE ON THIS ARTICLE
Needs Work >>
0 -
1 -
2 -
3 -
4 -
5
<< Excellent Article
Tell our authors what you think about their article.
|
Top-Level Category: Business Online Articles
10 Most Recent Articles Written by Willie Crawford
How To Have An Endless Stream Of Highly Qualified Free Leads (Part 2)
Written by: Willie Crawford |
Distributed: 2011-07-26 |
Word Count: 854 |
Page Views: 409
In part-1, I mentioned how to publish on Kindle to create
free leads. Now here's the rest of the strategy to easily
get several books on your topic working for you as lead
generators.
How To Have An Endless Stream Of Highly Qualified Free Leads
Written by: Willie Crawford |
Distributed: 2011-07-24 |
Word Count: 675 |
Page Views: 358
| Votes: 3 |
Rating: 4.00
Do you dream of having so many customers that you can be
very selective, and can choose only the ideal customers to
work with? Well, it's not a dream... for me and many
friends who have also discovered "the secret!"
Follow The Experts Who Do What They Teach
Written by: Willie Crawford |
Distributed: 2010-11-02 |
Word Count: 897 |
Page Views: 906
As I'm sure that you realize, not all online marketing
experts are the same. Some are only interested in your
money, and they know that the quickest and easiest way to
get it is to sell you "the dream." Many so-called experts
have never done what they teach. They come online, survey
the landscape, and decide that teaching is easier than
doing.
How To Profit From Really Inexpensive Website Traffic
Written by: Willie Crawford |
Distributed: 2010-10-28 |
Word Count: 1200 |
Page Views: 814
| Votes: 1 |
Rating: 5.00
All online marketers eventually realize that a steady flow
of targeted traffic is the very life's blood of their
online business. At that point some decide to focus on
generating free traffic via methods such as article
marketing and search engine optimization. That's how I
generated most of my website traffic for many years.
How To Earn An Online Living As A Writer
Written by: Willie Crawford |
Distributed: 2010-07-27 |
Word Count: 373 |
Page Views: 952
Since 1996 I've written over 1600 articles. These articles
have provided me with a decent living in numerous ways. Here
is how I've used the articles that I've written:
Your Internet Marketing Virtual Vending Machine Route
Written by: Willie Crawford |
Distributed: 2010-04-13 |
Word Count: 1456 |
Page Views: 925
| Votes: 1 |
Rating: 5.00
When I'm being introduced at seminars and tele-events, the
emcee often points out that I have over 1600 websites. This
usually grabs the attention of audience members who have to
wonder why I have so many websites, and how I manage them.
So, let me enlighten you.
A False Economy I NO LONGER Practice Do You?
Written by: Willie Crawford |
Distributed: 2010-03-15 |
Word Count: 676 |
Page Views: 910
| Votes: 1 |
Rating: 1.00
Many of us go out and buy some of the best software and
hardware tools available. We read about some tool that could
easily DOUBLE our business, or TRIPLE our productivity, so
we wisely purchase it. After the purchase is made, the whole
process goes sideways...
My New Top 10 Free Website Traffic Generation Methods - Part 1
Written by: Willie Crawford |
Distributed: 2010-03-10 |
Word Count: 885 |
Page Views: 1285
In 2008, I wrote an ebook that revealed my most effective
methods of generating free website traffic. As online
conditions and technologies change, I feel it's now time to
update that ebook. However, instead of revealing my new top
10 free website traffic generation methods in ebook format,
I'm going to do it in a 10-part article series.
The End Of Dumb Affiliate Marketing
Written by: Willie Crawford |
Distributed: 2010-02-09 |
Word Count: 921 |
Page Views: 924
| Votes: 1 |
Rating: 5.00
One of the saddest things that I witness day after day is
affiliate marketers who really struggle to make sales. They
send out email after email, promotion after promotion, yet
often make very few sales. This is not only sad, it's also
needless "practice bleeding." Making affiliate sales is
easy when you know the secret. It's even very scientific
and does have fairly predictable results.
Are Your Websites Secure Or Is The Back Door Wide Open?
Written by: Willie Crawford |
Distributed: 2010-02-02 |
Word Count: 722 |
Page Views: 833
One of the topics that all of us online business people are
aware of but usually don't feel totally on top of is
website security. Coming from a background of having spent
over 20 years in the U.S. military, and having spent four
years as a software tester, I have a greater awareness of
the need for continuous vigilance in this area than your
average marketer.
All of Author's Articles on this site: Willie Crawford Articles
Most Recent "Business Online" Articles
Sell Yourself, Not Your Products or Services
Written by: Bill Platt |
Distributed: 2012-01-02 |
Word Count: 989 |
Page Views: 2754
| Votes: 5 |
Rating: 4.00
Sell yourself, not your products or services. The point we
need to make is that your products and services will change
over time as your business adapts to the realities of the
marketplace.
Work From Home - Make Money Online With EBay Store
Written by: David Miller |
Distributed: 2011-12-12 |
Word Count: 2105 |
Page Views: 351
| Votes: 1 |
Rating: 2.00
Find out how to present your items, as well as other key factors
to profit from your eBay Store.
Bring Your Photography To Life With Stunning Video
Written by: Adam Harding |
Distributed: 2011-12-12 |
Word Count: 684 |
Page Views: 456
I want to let you in on my little secret. It is about how I bring
photographs to life by creating professional video slideshows
that look like they cost hundreds of dollars.
Leveraging the Social in Social Media
Written by: Enzo F. Cesario |
Distributed: 2011-09-21 |
Word Count: 907 |
Page Views: 393
| Votes: 1 |
Rating: 1.00
Social media marketing is about the conversation, not the
pitch. Having conversations with people is nice, but the
goal of a brand is ultimately to get people interested in
spending their time or money on the brand, after all. What
does having this conversation accomplish, and just how does
a brand use that conversation to get the critical conversion
from conversation to customers?
Blog Writing - Finding the Right Person
Written by: Enzo F. Cesario |
Distributed: 2011-09-21 |
Word Count: 884 |
Page Views: 630
There are a host of articles and sites covering advice on
how to address various topics, but one area that doesn't
get a lot of attention is what "person" to write the blog
in. Each linguistic person has its own strengths and
weaknesses, depending on the message that needs to be
covered. Ultimately, most will simply write in whatever
person is most natural to them, but there is some merit in
taking a bit of time to think about the implications,
advantages and disadvantages of each.
That First Impression: Title Considerations
Written by: Enzo F. Cesario |
Distributed: 2011-09-19 |
Word Count: 860 |
Page Views: 355
While it certainly isn't as much work as crafting the body
of a superior article, selecting a title for a piece is
definitely an important element of the entire process of
content creation. Here are some thoughts on crafting a
perfect title.
5 Tips For Writing Great Content For Your Blog
Written by: Lee Dobbins |
Distributed: 2011-09-16 |
Word Count: 987 |
Page Views: 404
If you want people to come back to your blog over and over
again, then you need to provide great web content. This may
seem like an impossible task if you aren’t a natural born
writer. Here are 5 tips that will help even the least
experienced writer create blog content that will entice even
first time visitors to become frequent readers.
Understanding Cloud Computing for SMBs
Written by: Audre Hill |
Distributed: 2011-09-16 |
Word Count: 449 |
Page Views: 512
| Votes: 2 |
Rating: 5.00
The buzz about cloud migration, or taking your business to the
cloud, is all over the internet. But the geek speak and sales
hype make understanding the cloud difficult for small and
mid-sized business owners. Read this to clear up your cloud
confusion.
Dynamic Content: Using Analytics to Write Your Blog
Written by: Enzo F. Cesario |
Distributed: 2011-09-16 |
Word Count: 873 |
Page Views: 425
The role of web analytics in setting useful metrics for a
site has been discussed in-depth in any number of places,
but this is far from the only useful function that web
analytic practices can offer. As in any field, a little
thinking outside the box can offer extensive rewards to the
creative researcher. Perhaps most usefully, creative
cultivation of web analytics can help conquer blogger's
block and help a good writer come up with some unique angles
for content they thought they had peaked out on.
Social Media Marketing Tools – Putting Your Finger on the Pulse of the Web
Written by: Enzo F. Cesario |
Distributed: 2011-09-14 |
Word Count: 856 |
Page Views: 342
Social media marketing is the home of successful brand
promotion, and finding the right mix of tools to take
advantage of it has become the defining issue of the modern
brand. Knowing the focus of each of these tools and the best
way to use them is the key to bringing all this power under
control and using it to help promote a brand to its full
potential.
Most Viewed "Business Online" Articles
Attracting Readers to your Book
Written by: Alastair Hall |
Distributed: 2006-05-18 |
Word Count: 708 |
Page Views: 42520
| Votes: 9 |
Rating: 2.11
One of the common and obvious ways to market a self-published
book is having your own website. The harder part is how to
attract your target audience and then convert the sale.
How To Make Visitors Bookmark Your Site
Written by: Cheryl Miller |
Distributed: 2006-10-10 |
Word Count: 536 |
Page Views: 34815
| Votes: 13 |
Rating: 2.38
When visitors bookmark your site it is a sign that you have built
a great website and are pleasing them. Visitors think highly
enough of your site to want to return and possibly tell others
about it. You are not only increasing traffic from your existing
clientele you are encouraging new traffic by means of viral
marketing.
Treat Online 'Guests' With Respect
Written by: Rick Sloboda |
Distributed: 2007-07-27 |
Word Count: 472 |
Page Views: 27199
| Votes: 25 |
Rating: 3.76
Does your website show your customers lack of respect? Review the
following checklist to find out.
How I Got 70,000 Useless Visitors To My Site In One Day! (One Internet Marketer's Analysis of Social Bookmark Traffic)
Written by: Titus Hoskins |
Distributed: 2007-11-06 |
Word Count: 1545 |
Page Views: 23761
| Votes: 8 |
Rating: 2.13
Is social bookmark traffic useless? Is it even worth cultivating
for your site? Can it be used from an online marketing
perspective? Read to discover one Internet Marketer's analysis
of social bookmark/media traffic...
Successful Article Marketers Help Readers Solve Problems
Written by: Bill Platt |
Distributed: 2008-10-29 |
Word Count: 816 |
Page Views: 18812
| Votes: 23 |
Rating: 3.26
Every week, I have the opportunity to speak with people about the
benefits and challenges of using article marketing to promote an
online business. Article marketing is about getting your sales
message in front of potential customers and to get links to your
website. Many interpret this to mean that an article should
directly promote a website within the article, but that approach
is wrong and will reduce one's success using this methodology.
Tips For Building Your First Website
Written by: Benny Tsabba |
Distributed: 2007-05-30 |
Word Count: 1511 |
Page Views: 14632
| Votes: 9 |
Rating: 2.00
New people are coming online everyday. And many of those people
desire to turn their spare time into spare cash. So begins their
journey.
Successful Forum JVs and How To Get Them
Written by: Diana Barnum |
Distributed: 2006-06-15 |
Word Count: 648 |
Page Views: 6635
| Votes: 11 |
Rating: 2.18
The forming of common alliances, also referred to as a joint
venture (JV), happens nearly every day in the business world.
One of the most popular means of linking people up online of so
that they can work together on their projects is via forums,
where people of all levels of business and expertise post in
common threads.
Increasing Productivity In Your Online Business
Written by: Willie Crawford |
Distributed: 2006-06-14 |
Word Count: 1407 |
Page Views: 4327
| Votes: 32 |
Rating: 3.72
Running an online "empire" of approximately 1600 websites and
blogs, selling a variety of products, services and ideas, I
have to be much more productive than the average person in a
"regular job."
Who Else Wants to Know How-To Write an Effective Advertisement?
Written by: Bill Platt |
Distributed: 2011-08-25 |
Word Count: 1431 |
Page Views: 4296
| Votes: 22 |
Rating: 2.59
Webmasters struggle everyday with the question of how they should
advertise their website. There are so many advertising venues; it
is hard to know which is the right venue or the right combination
of advertising venues.
A Recent Issue Of Playboy Revealed...
Written by: Bill Platt |
Distributed: 2010-01-19 |
Word Count: 1658 |
Page Views: 4214
| Votes: 1 |
Rating: 4.00
If you have ever spent money trying to use article
marketing, and you failed to generate any measurable success
with your articles, then this article will show you why you
most likely failed to see your articles generate a solid
return-on-investment for your online business...
Highest Ranked "Business Online" Articles
What Kind Of Backlinks Are Best At Helping Your Website In Google?
Written by: Bill Platt |
Distributed: 2009-11-09 |
Word Count: 439 |
Page Views: 1819
| Votes: 5 |
Rating: 4.80
I was in the Warrior Forum, and someone asked what kinds of
Backlinks are worth pursuing. This is my answer to that
query.
How to Keep Your Article Content Fresh and Interesting
Written by: Craig Ritsema |
Distributed: 2006-08-29 |
Word Count: 699 |
Page Views: 2155
| Votes: 17 |
Rating: 4.18
Webmasters everywhere are constantly on the lookout for fresh and
interesting content for their website. Along with these content
qualities is the requirement that it be unique. Everyone wants
their website to stand out above the others in the search engine
results. So what is the trick for you to keep a steady supply of
this quality content coming your way?
Is Your Business 'Out Of Site'? Employ The Ultimate Marketing Tool
Written by: Rick Sloboda |
Distributed: 2007-01-09 |
Word Count: 445 |
Page Views: 2200
| Votes: 19 |
Rating: 4.16
With the rapid expansion of the digital economy, the web site is
conceivably the most powerful marketing and sales tool you can employ.
Find out what a web site can do for you.
How To Use Your Race To Get Rich
Written by: Herbert Harris |
Distributed: 2009-07-07 |
Word Count: 1407 |
Page Views: 2572
| Votes: 40 |
Rating: 4.05
Amid recent news reports that there continues to be an ongoing
and substantial gap between the net worth of Whites and other
racial groups, it is easy to be distracted and overwhelmed by the
raw data. However, I am immediately reminded of a quote offered
by an economic expert from the past... "There are lies, damned
lies, and statistics!"
Secrets of Domain Parking - An Innovative and Easier Way to Make Money
Written by: John Khu |
Distributed: 2009-02-27 |
Word Count: 484 |
Page Views: 1392
| Votes: 7 |
Rating: 4.00
Using a good domain parking services to monetize expired domain
names seems to be a neglected aspect with a number of domain
names traders. Domain parking is also an unfamiliar concept to
many inexperienced domain name traders. Read this article to
better understand domain parking and how it can be of benefit to
you.
Expired Domain Gains - Simple Ideas to Create an Income Base
Written by: John Khu |
Distributed: 2009-07-31 |
Word Count: 549 |
Page Views: 3231
| Votes: 14 |
Rating: 4.00
You can use a number of simple methods and plans to create a
solid income base that earns a monthly ongoing income base.
For many expired domain entrepreneurs (both full-time and
part time), expired domains offer an opportunity to
supplement their current income with money earned out of
dealing with expired domains.
Sell Yourself, Not Your Products or Services
Written by: Bill Platt |
Distributed: 2012-01-02 |
Word Count: 989 |
Page Views: 2754
| Votes: 5 |
Rating: 4.00
Sell yourself, not your products or services. The point we
need to make is that your products and services will change
over time as your business adapts to the realities of the
marketplace.
The Most Important Ingredient for Info Product Success (is You)
Written by: Judy Murdoch |
Distributed: 2008-04-15 |
Word Count: 981 |
Page Views: 1428
| Votes: 13 |
Rating: 3.92
Last week I was attending a conference and mentioned to someone I
help small business owners create information products. The other
person was very friendly until I said "information products."
Then the temperature in the room dropped about 10-degrees
How To Build A Website That Will Rank Well In The Search Engines?
Written by: Fred Schebesta |
Distributed: 2007-04-23 |
Word Count: 1064 |
Page Views: 2129
| Votes: 9 |
Rating: 3.89
Redeveloping your website can be a real challenge when you assume
your web designers and developers understand search engine
marketing. Unfortunately this is not usually the case. Most
designers are great at making pretty pictures and developers are
great at making great technology. But pretty pictures and great
technology don't necessarily give you great search engine
results.
How to Prosper Beyond Virtual Real Estate
Written by: Kamau Austin |
Distributed: 2006-10-17 |
Word Count: 1263 |
Page Views: 1593
| Votes: 7 |
Rating: 3.86
We explore virtual real estate (VRE) sites as sites primarily
embedded with Google Adsense(tm) or Yahoo Publisher's Network (YPN)
ads.
|
|
|
Article Reprint Rights
|
This work is
licensed under a
Creative Commons
License
You are not required to show the creative commons license notice when you reprint this work.
|
|
Home
for Writers
for Publishers
Article Directory
Article Search
Contact
Get RSS Feed
