Being an entrepreneur is often hard work.
And unless you want to be another one on the burn-out list,
you need to take some time off once in a while.
So… is there anything better than checking out booking.com.
“Welcome back! It’s always a pleasure seeing you. Log on to discover the 50% discount deals”
That was the message I got when I opened the booking.com site.
Next thing I see is Booking.com’s USP:
- Great deals for every budget
- 1,221,092 properties worldwide
- Make changes to your booking at any time!
- Millions of authentic traveller reviews
- Need help? We’ve got you covered in 43 languages, 24/7!
Next, a constant flow of information about people who just booked a hotel:
- A traveller from Australia just booked at Commodore Hotel in London
- A traveller from France just booked at Hotel Belfort in Paris
- A traveller from Kuwait just booked at DoubleTree Hotel in London
And I thought to myself… wow – they are good!
Marketing-wise that is.
You really should have a look at the booking.com site with your marketing hat on.
I immediately recognized some of the influencing strategies Robert Cialdini explains in his book Influence: the psychology of persuasion
I received the book from a friend about 10 years ago.
In the meanwhile I read the book a couple of times and even bought the audible version.
If you don’t feel like reading the whole book, here is a crash course 🙂
In his book, Robert Cialdini explains the 6 influencing principles.
I’ll cover them quickly and give you some practical examples of how booking.com
and you can use them to attract more clients.
“People prefer to say ‘yes’ to those they know and like,” Cialdini says.
People are also more likely to favor those who give them compliments.
And that’s what Booking.com did when saying how wonderful it is to see me back.
You can use this by doing likeable things – being kind, generous, gracious.
Be authentic, use humour when appropriate.
Or by humanizing your branding & marketing, ie your photo on your website.
By adding things like:
- ‘1,221,092 properties worldwide’ and
- ‘We have 117,615,855 verified reviews made by real guests.’
Booking.com builds its authority.
Maybe you can’t show these stats (yet :-))
but you too, you can build your Personal Brand (=authority position).
By downloading my FREE Personal Branding book where I teach you how to build an expert position in 5 steps.
And if you don’t feel like reading and filling out your Personal Branding workbook,
here are some tips: share your valuable content with your target audience via LinkedIn, a blog, a video, public speaking, a book, an eBook…
- Social Proof
When people are uncertain about a course of action (like buying your stuff), they tend to look to those around them to guide their decisions and actions.
That’s the reason why Booking.com shows you that “just booked carrousel” and all those reviews.
Typical example of social proof.
Back to you, ask for testimonials from your clients.
If you have a lot of followers on Facebook: show it…
Reciprocation recognizes that people feel indebted to those who do something for them or give them a gift.
For marketers, Cialdini says: “The implication is you have to go first.
Give something: give information, give free samples, give a positive experience to people and they will want to give you something in return.”
Giving you the possibility to download my Personal Branding Book for free is not only because I want to build an expert position and win your trust.
It is also a great example of reciprocation.
You too, can give away valuable stuff and it doesn’t have to be expensive.
- Commitment and Consistency
People do not like to back out of deals.
We’re more likely to do something after we’ve agreed to it verbally or in writing, Cialdini says.
People strive for consistency in their commitments.
Have you ever noticed the “wish list” on sites like Zalando, Booking.com etc?
That’s the fifth principle at work.
Studies show that once you have added something on your wish list the chances of you actually buying it are very high.
Because your brain wants you to be consistent in your commitment.
Another example is when you bought something at a certain place, you are likely to buy there again (unless you had a terrible customer experience of course).
That’s why Booking.com and others keep a record of what you have bought in the past and keep on reminding you of that.
And you can do the same.
Stay in touch with your clients.
Don’t be afraid to offer them something extra, something new, something more expensive…
Scarcity relates to supply and demand.
Basically, the less there is of something, the more valuable it is.
Again let’s have a look at Booking.com:
- “Booked 2 times in the last 48 hours” followed by “Only 1 room left on our site!” and “62% discount”
In other words:
you better hurry up or you’ll miss this great opportunity to get the 62% discount when you book this fantastic hotel.
I know a lot of people dislike the fact that marketers use scarcity.
But it works, so don’t be afraid to use it too.
For example: offer discounts or bonuses for a limited time period…
So how about it? Ready to use these principles in your marketing?
I can help you with that. Just contact me.
What influencing strategies do you use in your marketing?
Tell us about it.