Since the turn of the century more than 10% of all visitors from the United States who travel to Hawaii rely on the advice of one man: Andrew Doughty, publisher and author of Wizard Publications and the Hawaii Revealed brand. In the age of free travel advice from the likes of TripAdvisor and Yelp, visitors to Hawaii still rely on, and pay for, premium content through his books, eBooks and apps. And he has done this with zero marketing. Only word of mouth. His books outsell all other competing books from all publishers combined by 3x times and are the best-selling travel guides in the entire Unites States.
If 10% of all visitors are willing to pay for this content—in an app or something as 20th century as a book—what percent of travelers nationwide would jump on that content if it’s free, on their computers at home and on their geo-responsive mobile devices? And what if that same great content was filtered even further to them, if they choose that feature, based on their wants and...
Since the turn of the century more than 10% of all visitors from the United States who travel to Hawaii rely on the advice of one man: Andrew Doughty, publisher and author of Wizard Publications and the Hawaii Revealed brand. In the age of free travel advice from the likes of TripAdvisor and Yelp, visitors to Hawaii still rely on, and pay for, premium content through his books, eBooks and apps. And he has done this with zero marketing. Only word of mouth. His books outsell all other competing books from all publishers combined by 3x times and are the best-selling travel guides in the entire Unites States.
If 10% of all visitors are willing to pay for this content—in an app or something as 20th century as a book—what percent of travelers nationwide would jump on that content if it’s free, on their computers at home and on their geo-responsive mobile devices? And what if that same great content was filtered even further to them, if they choose that feature, based on their wants and needs? Based on their age and likes and dislikes? Filtered by familiarity with the user? Remember, the idea of a great guide is not to be boundlessly comprehensive. You can get that from Google. The idea is to be the trusted friend who has already sorted through the clutter, riding in the backseat, saying, “Hey guys, check this out...” What traveler could resist it? And what if, while app users are happily consuming this great, human-filtered content, their interactions with the app—what page they are reading, what they want to do, where they want to spend their money—is being sent to servers in real time? How valuable would that information be? It would enable targeted ads of pinpoint precision to be generated by real-time feedback from the app. Ads that would fetch $3–$64 or more per click-through. (Can go as high as $10 or more, depending on the keyword.) When Doughty’s customers leave Hawaii, their books are worn and wrinkled, bookmarked and dog-eared from being constantly referenced. With a book, you only make money once at the beginning. What if each time users looked to their trusted travel source, there was revenue being produced— all across the country and eventually the world?
Wizard’s success is not magic. It’s a formula. A real, explainable, reproducible and scalable formula that attracts and keeps readers over and over. We do the grunt work and shield people from the tedium of travel planning. Once they discover Travel Revealed, they’ll never travel without it.
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