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2 Marketing Lessons from a Las Vegas Hooker

September 30, 2013

IEscortshirtf my post about Marketing Lessons from a Las Vegas Strip Club, made you blush, you should stop reading now.

So I’m in Las Vegas with a bunch of musician clients… A couple of them decided to partake in the type of room service the hotel catering department didn’t provide, if you know what I mean.

Prostitution is an easy sell to a convention crowd, but also a very competitive business in Las Vegas. And there are some great marketing lessons to be learned, I assure you…

If you’ve been to Las Vegas, you’ve probably seen people on the Strip wearing shirts like the one pictured here. They pass out “entertainment guides” and that was how one of my guys found the ad for the escort agency he called.

Within an hour, his “date” arrived.

The first thing she did, according to him, was to discuss price. $1000 for everything.

But he didn’t want to spend $1000, so she gave him the option to get a dance for $100…and then the negotiation really started.

What can you learn about marketing from a Las Vegas hooker?

Here is the big one… People buy based on emotion.

After sampling what the prostitute had to offer and getting a bit more “excited” about her higher-priced options, he wanted more and was able to rationalize spending the extra money to get it.

Remember this — people decide to buy based on emotion and reinforce that decision with facts (or at least opinions).

For example:

  • “I’m in Las Vegas. This is what happens here!”
  • “She’s already in my room, so I might as well take it all the way.”
  • “I’ll have a great story to tell my friends.”

Have you ever been to a mall, walked past the food court, and smelled cookies baking? If so, you’ve seen this same strategy in action. Why not have a cookie? Or a bag of cookies to take back to your co-workers or spouse?

  • “My co-workers will get more done if I show them a little appreciation by bringing some cookies.”
  • “I can get one cookie for $3, but a dozen is only $15. You can’t argue with economics!”
  • “The kids might behave better if I bring home cookies.”

This is how buying decisions are justified. Depending on what side of the transaction you’re on, it can work for you or against you.

Double Your Pleasure?

A couple of days later, after everything happened, and when my client was telling me his “date” story over breakfast, the prostitute did one more thing which I thought was great — she called him to check in and offer another visit!

Your second lesson — it’s easier to sell an existing customer than a new one.

This lady probably makes thousands of dollars each year with a few quick followup calls. And this can easily be added to the sales process of almost every business.

So get on it!

The “Dark Side” of This Adventure

By the way, if you’re curious, the other guy who decided to “rent a girl” met her at the hotel bar.

He went to an ATM, got some money, and took her up to his room. When he was done, he fell asleep. She then went through his wallet, took his ATM card and, having memorized the PIN he used earlier, took even more money from him.

ABOUT THIS SERIES: Every Monday, I analyze the good, bad, and ugly about the marketing behind a common business or famous personality. See other posts in this series here and, if you have a request for something (or someone) you’d like me to analyze for this series, contact me via Twitter.