3. Write like you talk
Remember all those rules your English teacher taught you? Don’t take them too seriously. There’s no excuse for bad grammar and absolutely no room for spelling mistakes, but please don’t sound stuffy or proper. Casinos are fun, exciting places. Keep your sentences short. Make a point, and then stop. And don’t be afraid to have fun!
4. Step outside
There’s an old saying, “It’s hard to read the label when you’re inside the jar.” Working in your casino gives you a very sheltered perspective. Hiring an outside creative team can produce fresh thinking. They are at an advantage. They see your property for the first time and can really spot the highlights.
Try to take the player’s perspective. Look at the promotion, offer, or letter from the customer point of view. I mean REALLY look at it from their point of view. What would you do if you received it? Would you open it? Be honest. Why would I read it?
It helps to have some sales experience. Job shadow a salesperson for a few days or take sales course. The techniques they use verbally work in writing as well.
Assumptive - Assume they’ve already accepted. “Would you like to pick up the coupon or have it delivered to your home?”
Alternative - You pose the question, for example, “Would you prefer to sit in the balcony or the on the main floor for this event? “
Standing Room only - This technique suggests great demand. “We’re offering this to you first, but we’ll have to open it up to other players soon.”
Last Chance - Create urgency, we’re all familiar with this one. The show ends Saturday. The price goes up next week.
Try a different approach next time and compare the results.
By David Bellerive, VP Creative Services and Media at The Phoenix Group.