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A marketing client of mine, a travel advisor with vast travel experience and very little marketing know-how, used to forward supplier promotions straight to the client list. Offer in, offer out.
Here’s what that forward was missing. The same offer was already sitting in each client’s inbox, sent by the supplier, with better design and a bigger budget. The forward added nothing.
That’s the problem this month. Black Friday is November 27, 25 days away. Between now and then, cruise lines, tour operators, and hotel brands will send their offers, many of them straight to your clients. You can’t stop that, and you can’t outspend a supplier.
Ride the wave
A surfer paddles out early, picks a wave, and rides what’s already coming in. Your clients are already looking at travel deals this month. Your job is to meet them there with the offer that fits them, and the reason it fits.
Four weeks, four jobs
Here’s the plan: Thank, Teach, Match, Send. One job per week, and each job is one short email.
Week of Nov 2: Thank. Send a note thanking your clients for the year. No offer and no link. When every other inbox is asking for something, a note that asks for nothing stands out.
Week of Nov 9: Teach. Send three questions to ask before booking any travel deal. What’s included? What are the cancellation terms? Does the price hold for my dates? Now you’re the person who explains the offers.
Week of Nov 16: Match. Pick two or three supplier offers and think about which of your clients each one fits. Send each client a personal note about the offer that fits them. “I saw this and thought of you” gets read.
Week of Nov 23: Send. Write your own Black Friday note. One offer, one deadline, and an invitation to reply. Send it early in the week, before the noise peaks.
Suppliers send the offer. You send the reason it fits.
Let AI write the first drafts
Last Monday you got six AI prompts. Did you try one? If not, start with this one. It covers all four emails. Paste it in, fill in the brackets, and you’ll have four drafts in a few minutes.
“I’m a luxury travel advisor. I specialize in [your specialty]. My clients are [who they are]. Write four short emails for November. 1) A thank-you note with no offer. 2) A tips email with three questions to ask before booking any travel deal. 3) A personal note recommending [offer] to a client who [why it fits]. 4) A Black Friday note with [one offer] and a reply deadline of [date]. Use plain words. Keep each email under 150 words. Write in first person. No exclamation points.”
Before anything goes out, do two checks. Read each email out loud, and if it doesn’t sound like you, change it. Then check every price, date, and term with the supplier. AI doesn’t know today’s offers, and one wrong price costs you a client’s trust.
If you’d rather not write all four
I’ll write them. The Thanksgiving Appreciation Pack covers your November newsletters, Instagram, and LinkedIn, written and designed in your voice. It’s $1,500 for November or $2,500 for November and December, paid upfront.
Enrollment closes Thursday, November 5, and I take only a few advisors at a time.
Reply THANKSGIVING and I’ll send you the details.
Alex
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