Write to the Player

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Write to the Player


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To paraphrase an old line from advertising legend David Ogilvy, it’s important to remember the player is not an idiot; she’s your wife.

Mr. Ogilvy wasn’t referring specifically to casino patrons, but to consumers in general – he wrote this as a counter to the opinion of the day that consumers were dumb. David Ogilvy pointed out that those dumb people, those consumers, are you and I. With the cover story for this issue of Canadian Gaming Business focusing on the player, I thought it would be worthwhile to look at the language we use to communicate with players in marketing material.

Writing letters, offers and entertainment updates can get repetitive and that can lead to some boring copy. Here are 5 things to keep your writing fresh and interesting.

1. Speak to the player

Watch for “we” language. “We” have a new restaurant, “we” renovated, “we” are holding a promotion, we, we, we … what does it mean to me?

Change we, to you. You can enjoy sushi! You can win $1000! You will love the soft new carpet!

If your mail system software allows for it, use their name. We all love to see and hear our name, and research repeatedly shows we respond when we see our name.

2. What’s the benefit?

This is closely related to the first point and something you’ve likely heard a dozen times – sell the sizzle! What does that mean? It means tell them what the feature means to them.

We have a new kitchen is a feature. You can now enjoy sushi is a benefit. We have a new chef is news worth telling, but what’s the benefit? The chef has is a chocola-holic and is offering six new desserts.

3. Write like you talk

Remember all those rules your English teacher taught you? Don’t take them too seriously. There’s no excuse for bad grammar and absolutely no room for spelling mistakes, but please don’t sound stuffy or proper. Casinos are fun, exciting places. Keep your sentences short. Make a point, and then stop. And don’t be afraid to have fun!

4. Step outside

There’s an old saying, “It’s hard to read the label when you’re inside the jar.” Working in your casino gives you a very sheltered perspective. Hiring an outside creative team can produce fresh thinking. They are at an advantage. They see your property for the first time and can really spot the highlights.

Try to take the player’s perspective. Look at the promotion, offer, or letter from the customer point of view. I mean REALLY look at it from their point of view. What would you do if you received it? Would you open it? Be honest. Why would I read it?

5. SELL!

It helps to have some sales experience. Job shadow a salesperson for a few days or take sales course. The techniques they use verbally work in writing as well.

Assumptive - Assume they’ve already accepted. “Would you like to pick up the coupon or have it delivered to your home?”

Alternative - You pose the question, for example, “Would you prefer to sit in the balcony or the on the main floor for this event? “

Standing Room only - This technique suggests great demand. “We’re offering this to you first, but we’ll have to open it up to other players soon.”

Last Chance - Create urgency, we’re all familiar with this one. The show ends Saturday. The price goes up next week.

Try a different approach next time and compare the results.

By David Bellerive, VP Creative Services and Media at The Phoenix Group.