Designing Web sites and Facebook fan pages and creating content that matters to your ideal guest can take an incredible amount of time and energy.
Whether a DMO, tourism association, hotel, restaurant, or attraction understanding what is unique about the benefits you offer is key.
Make it easy for your ideal guest to understand your offer by taking a bare bones approach and focusing on the three most important words that differentiate your tourism products or services for your ideal guest. Use those words in your copy whenever you are talking with your ideal guest.
Take a moment and write down the three most important words that describe your value proposition. Are they words that a competitor could use to describe their offer? Are they words that a PR company might come up with in a campaign to build your brand? If someone else can copy your pitch and deliver on it, go back to the dictionary and try again.
Ideas on finding those three words
- go to your mission or vision for your organization and think about why you do what you do.
- Ask yourself, “What are your key competencies and what makes you different from your competition?”
- Ask your team members – “What values do they aim to provide? What do they think your guests really appreciate?”
- Ask your guests – “Why did you choose us? What do you really appreciate about our products, services?”
- Make a list of twenty action words that get you excited? Then circle your favourite three. Can you get your team excited about delivering on these words without fail?
Ours at http://NorthernEdgeAlgonquin.com might be: Rediscover, Nature, Connect.
What are your favourite three words that define your tourism product or experience?
