Client benefits must be main focus of marketing

08/23/2011 | Travel Research Online

In making marketing materials, travel agencies should not concentrate only on the features of their business, but rather how the features would benefit their customers, Richard Earls advises. "When you address features by placing them in the context of benefits, you demonstrate an inherent empathy for the needs of your client, and that's what the client wants to hear and believe," he writes.

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