People don't stop thinking about sex when they go to work

People don't stop thinking about sex when they go to work.

They don't stop thinking about potato chips, either.

People are, after all, people.

And the same people who book hotel rooms and arrange for offsite meetings or contract for professional services, also buy cars, beer, auto insurance and movie tickets.

Which means you’re competing for your target’s attention with everybody who sells those things. So, doesn’t it make sense to use the same tools – especially creativity – those guys use? Of course it does.

There are two components to any decision, the intellectual part and the emotional part. In the hotel business, the intellectual part is what you have to offer – location, how many restaurants, whether or not you have a spa and so on.

The emotional part is how excited anybody gets about it.

That’s where creativity comes in.

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