Whose YES would make your day? A common missed opportunity comes from having messaging so broad that your ideal guests don’t see themselves in it.
When your digital “personality” is more like a billboard than a conversation that interests them, they do what we all do when we see a billboard: DRIVE ON BY.
These three simple steps will guide you through uncovering the top niche within your niche, walk through the conversations that will attract your ideal guests to your experience offerings and draw you into their world as their trusted expert.
Editor’s note: This article is a preview of an upcoming Arival | Elevate session, led by Renee Ventrice on the same topic. Find more details and register here:
Step One: Define Your Clients
Instead of asking “who wants what we offer?” decide who you want to see in those seats. Your optimal guest profile isn’t created to exclude anyone, but it does prioritize who your digital personality appeals to and matches your premium guests.
For example, a weak guest profile might be “anyone who wants to visit Southern Peru” or “wine lovers who want to visit wineries in Burgundy.” These profiles can be strengthened by adding more details: “adventurers ready to climb Machu Picchu with professional guides on an all inclusive 3 day experience” or “wine industry professionals interested in the viticulture and history of Burgundian wine beyond the glass.”
Step Two: Refine Your Message
Ok, so we know who we want to click “RESERVE NOW.” Once their curiosity drives them to click on your website or social media profile, how do we ensure that your message matches their desires, making you not only irresistible, but the obvious choice?
All of the clues exist in step one — step two takes what we know about WHO we want and develops the WHAT to say to lead them from “lookers to bookers.” The language used across your digital platforms should be a consistent, compelling message that informs, entertains and compels your preferred guests to book.
A great post includes “Triple A Keys”:
- ASK if this is what they are looking for
- ANSWER with what you offer that appeals to someone who says “yes, I’ve always wanted to do that!”
- ACTION prompt- a simple Call To Action (CTA) to learn more.
PRO TIP: Link to a trackable page or resource so you have insights into what people are responding to, and what they ignore. Bitly and linktr.ee are two examples of free resources that show clicks, as well as meta business suite insights.
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Step Three: Nurture Your VIPs
FUN FACT: Everyone who has committed their time and money to your spend with business is a VIP. Now that they’ve chosen you — how do you delight them into becoming volunteer “marketing minions” who return, refer and review you?
Your content creates a relationship when it makes them feel seen and catered to from the moment they say yes until the moment their experience ends, and beyond.
My favorite part of this approach is that it can increase revenue and reach without discounts, expensive campaigns or time-consuming content creation. Using psychographics of the guests identified in step one, we know what’s important to them beyond our service, and can continue to garner their support with minimal effort.
What do your guests care about when they aren’t using your services?
Beyond what you offer to your guests, your communications should reflect what matters to them: sustainability, eco-friendliness, emotional wellness, philanthropy, etc.
Understanding what excites, inspires and motivates your guests makes you part of their world, not just an excursion they booked. It becomes a connection, not a transaction.
Here’s an example: one of my clients, 868 Estates, hosts concerts for a charity that provides financial, equipment and studio time support for musicians with cancer. They were struggling to spread the word. We simply tweaked their post messaging to include the music community they served, asking all tagged businesses to share.
Here’s what happened: the post was shared 73 times in three days. The post grew from 8.9k to over 189k with the help of the tagged businesses. Now that’s the power of a digital presence when you defined your clients, refine your message and nurture your VIPs so they become your “marketing minions!”
About the Author
Renee Ventrice is a US Navy Veteran and the founder of an award winning winery tour company, which she sold in 2023. She curates WineauxClock®️ Culinary Experiences, and is the author of #1 best seller POUR Relationship Choices. She’s also a regular speaker at Arival events, sharing her Bizlationships®️ community marketing strategies.
Learn More about Driving Revenue with Arival
Dive deeper into building a digital presence that drives real revenue with Renee Ventrice at the next Arival | Elevate online session on Thursday, 16 April 2026, at 11am EDT / 5pm CEST. Open to Arival Insider Pro Access members: register here.
Also, join us for an upcoming Arival event to learn more about growing your revenue, and make in-person connections with your colleagues and peers during THE event of the year for solutions-focused creators and sellers of tours, activities, attractions & experiences.
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