Get The Word Out

By: Richard Earls "TravelReacearch On Line"

In many cases you can more effectively generate clients through publicity than through advertising. Consumers understand brands propelled by publicity. Like all word of mouth advertising, publicity carries an inherent third-party endorsement of your services as a travel consultant. Thus, it is a highly effective form of marketing.

The best way to achieve a bit of publicity is to say something publicly that’s either contrarian or creative - statements that sound "new”, spark conversations, and lead to new ways of thinking and problem-solving.

When you deliver the "new" idea, either through an article, interview, or as a speaker, you demonstrate your expertise and you give local media an interesting bit of "buzz" about which to write. Suddenly - you're an expert!

For example, if you want to sell European vacations in the face of the rising Euro, an effective contrarian statement would at first sound as if it’s going against the grain: "With the Euro so high, now is the time to book your trip to Europe." The public hears news that Europe is too expensive, but you suggest that by booking now, travelers can avoid future cost increases, or can see Europe without the crowds.

Alternatively, a creative statement tells the public how to avoid or solve a problem: "With the Euro so high, now is the time to take a European Cruise." You might also say: "While the Euro is high, Central Europe still offers amazing values" . You generate publicity in this instance by creatively solving a problem.

Once you formulate your thought-provoking and persuasive points about travel, where do you say these things? Publicity counts on consumers learning from you in a context that essentially endorses you as an expert. Here are some of the easiest and best ways you can do this:

Write an article with a stimulating headline and send it to a local paper or magazine for publication. If you can get to know your local editors at the weekly, daily and specialty publications, you can develop a solid, ongoing resource for your publicity efforts. Also consider online message boards associated with the community.

Don't forget the e-newsletters of small retailers in your area. Yoga studios, clothing shops, outfitters, and other retailers with which you might cross-market need content for their newsletters. Help them out by providing a ready-made article!

Solicit speaking opportunities with churches, universities, clubs, and civic or social organizations. Many groups have people whose job it is to find speakers, and you can kindly offer to talk at a future meeting. Use each engagement to build up to another, and you can even consider developing a seminar or lecture series.

Small radio stations are always looking for interesting guests for talk shows. Again, offer to solve their problem by offering your services as an expert guest.

Your presence at any of these venues suggests your expertise, and your contrarian and creative topics will surely get the attention of many new clients.