Commodity to Celebrity

Season 7, Episode 4,   Jul 08, 2019, 02:18 AM

Hello I’m Yvonne Halling and in this video I’m going to show you how to take yourself from a commodity to a “celebrity brand” in 3 easy steps, so you can attract the guests you want to welcome and charge the rates you want to charge.

So if you’re frustrated by the guests you’re getting from the online travel agents and the commissions you pay to them for those guests, then this video will help you see why.

First, let’s define what I mean by a commodity and a celebrity brand and why it matters.

A commodity is something that can be bought anywhere usually at low prices, and has nothing much to differentiate itself from its competitors.  It usually looks the same as everything else in its market.  

A celebrity brand is something that is exclusive, is rarely discounted and has a higher perceived value so it can command a higher price.  It usually looks and feels completely different from everything else in its market and it’s well known.

So why is this important for you as a B&B owner or innkeeper?

If you’re frustrated because you can’t seem to attract enough guests yourself, and you’re still relying largely on online travel agents to bring you guests, even after many years, then you’re probably looking like a commodity in the marketplace.

I see very few owners building a “celebrity brand” and yet it’s the quickest and easiest way to attract guests yourself, without using the OTAs.

Here’s the steps:

Step 1

Decide on who you want to welcome.  Really dig into this, and you’ll probably feel some resistance to doing this, because you may think that honing in on a certain type of guests means you’ll be turning people away.

But the truth is you won’t have to turn anyone away.  What will happen is that when your message goes out there into cyberspace, it will start to attract MORE of the guests you want to welcome and the others will be fade away naturally.  You won’t have to do anything.

Step 2

Once you’ve decided on WHO it is you most want to welcome, then you craft a message that calls them out, and you put that message everywhere online.  That means firstly, on your website.  Go take a look at your website now and read the first piece of text your visitor will see when they land there, and ask yourself these questions – am I calling to the guests I most want to welcome?  If I was that guest, would what I’m reading inspire me to stay and read more?

If the answer is no to those two questions then you have work to do.

Step 3

Now that you have your ideal guests in mind, you’ll need to create some content for them to consume.  This can be in the form of blog posts, social media posts, and videos.  You’ll want to position yourself as the best source of information around for those guests, and online content is the way to do that.  Think about what content you’d like to create and play to your strengths.  If you like writing, do some blogs.  If you like talking, then video would be great for you.

If you’ve liked this video, then hit the subscribe button to be the first to be notified when I post the next one, and if you’re curious to know how other B&Bs, guest houses and inns have put these basic steps in place to add at least 25% to their income in one season, while working less and having more fun, then click on the link below to register for my next Masterclass.

Click on the link and I’ll see you there!

Register here for my next Masterclass: