Marketing Sensibility

Open your feed and you'll see it within seconds: the question as an opener, the emoji on every line, the "thrilled to announce," the glossy image with the soft glow. You've seen that post forty times, from forty different businesses.

This season of Marketing Sensibility is about AI and marketing, with no hype and no doom.

In this episode, I explain why the tool is no longer the advantage, what a chatbot can't supply on its own (your value proposition, a clear call to action, and real empathy for your customer), and how to brief one so the result sounds like you. I also say where I think AI should stay out of the room entirely, and I get a little fired up about it.

There's a challenge at the end that takes five minutes and will show you the difference straight away.

If you know someone who's still posting copy-and-paste captions, send them this one.

Listen now, and keep it human.

#MarketingSensibility #AISeason #AIMarketing #MarketingPodcast #SmallBusinessMarketing #ContentMarketing #ChatGPT #SocialMediaMarketing #MarketingStrategy #BrandVoice

Marketing the Invisible: How the Internet Makes Services Sellable.

From hotel beds to spa treatments, services may be intangible, perishable, and inconsistent, but digital tools transform how they’re marketed. Automation, storytelling, and guest-shared memories turn fleeting experiences into lasting value."

#marketingsensibility #CustomerService #BrandLoyalty #servicesmarketing #howtosellaservice

Customer service isn’t a checkbox—it’s a discipline. In this episode of Marketing Sensibility, I break down why the best brands focus on just three things that make their service unforgettable. Define them. Measure them. Master them. 

#marketingsensibility #CustomerService #BrandLoyalty #Customer

And why does it matter?

In this episode, we unpack the power of your value proposition, how to define it, own it, and use it to stand out.

#marketingsensibility #ValueProposition #PersonalBrand #WhatMakesYouDifferent

Reviews aren’t just feedback — they’re fuel. Learn how to turn them into bookings.

From 5-star praise to 1-star lessons — discover how to make every review work for you.

Want more bookings? Start with better reviews.

Negative reviews? Don’t panic — pivot. This episode shows you how to turn critique into credibility.

Your guests are talking. Are you listening? Learn how to use reviews to grow your brand.

#marketingsensibility #guestreviews

Your website isn’t a digital brochure—it’s your 24/7 storefront. In this episode of Marketing Sensibility, Faruk breaks down how to turn social media clicks into confirmed bookings and loyal guests. From intuitive design and instant messaging to mobile-first experiences and 24/7 availability, we’re unpacking the essentials of a frictionless guest journey.

If you’re in hospitality or any service-based business, this one’s a must-listen. Conversion starts with clarity—and loyalty begins with trust.

Listen now and make your guest experience seamless, smart, and bookable.

#MarketingSensibility #GuestJourney #HospitalityMarketing #BookingStrategy #CustomerExperience #DigitalConversion #FarukSpeaks

“Beyond the Brochure: Visual Storytelling for Hotels and Spas”

Welcome back to Marketing Sensibility, the podcast where we unpack everyday challenges with clarity and insight. I’m your Faruk and today we’re stepping beyond the glossy brochure and diving into something far more powerful: 

visual storytelling. If you manage a hotel, spa, or guesthouse—or work in hospitality marketing—this episode is for you. We’ll explore how to use visuals to create emotional connections, drive bookings, and build brand loyalty.

Let’s start with a simple truth: people don’t book rooms—they book experiences. 

A brochure shows amenities. A story shows why they matter. Visual storytelling is about using images and video to evoke emotion, showcase authenticity, and invite your audience into a narrative.

Here’s what it’s not:

• It’s not just posting pretty pictures of your pool.
• It’s not stock photos of smiling guests.
• It’s not drone footage with no context.

Instead, it’s:

• A behind-the-scenes look at your chef preparing a signature dish.
• A guest’s candid reaction to a spa treatment.
• A sunrise view from your balcony with a personal caption.

These moments build trust and curiosity—and they convert browsers into bookers.

Now let’s talk strategy. How do you build a visual story?

1. 📸 Start with your brand identity

What makes your property unique? Is it luxury, wellness, adventure, sustainability? Your visuals should reflect that. A rustic lodge shouldn’t look like a corporate resort.

2. 🎥 Use real moments

Authenticity wins. Feature your staff, your guests (with permission), and your local surroundings. User-generated content is gold—encourage guests to tag you and reshare their stories.

3. 🧠 Think in sequences

Don’t just post random images. Create a visual arc:

• Arrival → Experience → Emotion → Departure This helps your audience imagine themselves in the story.

4. 📱 Optimise for platforms

Instagram loves vertical video and reels. Facebook favours albums and live streams. TikTok thrives on humor and personality. Tailor your content to each platform’s strengths.

Here are a few I recommend:

• Canva Pro – for designing branded visuals and social templates
• CapCut or InShot – for editing short-form videos
• Later or Buffer – for scheduling and analysing posts
• Google Photos – for organising and tagging visual assets
• CoPilot or Jasper – for writing captions and story prompts

And if you’re ready to level up:

• Stori.ai – AI-powered storytelling for hospitality
• Loom – for quick video walkthroughs or team intros
• DroneDeploy – for aerial shots if you have access to a drone

Before we wrap, a quick caution: don’t let AI dilute your authenticity.

Large Language Models like ChatGPT are amazing for brainstorming and drafting—but they don’t know your brand like you do. Avoid:

• Using AI to write reviews or fake testimonials
• Relying on it to interpret guest feedback
• Letting it replace your voice or values

Use AI as a creative partner, not a substitute for your expertise.

#MarketingSensibility #HospitalityMarketing #SmallBusinessAI #HotelMarketing #SpaMarketing #RestaurantGrowth

AI Tools For:

1. 📝 Content Creation & Publishing

• Copy.ai and Jasper: These tools help you write blog posts, social media captions, and promotional emails in minutes.
• Canva’s Magic Write: Great for designing flyers, menus, and ads with AI-generated text and visuals.

2. 📊 Competitor Monitoring & Market Alerts

• Crayon and Kompyte: These platforms track your competitors’ pricing, promotions, and website changes.
• Google Alerts: Simple but effective for staying updated on industry trends and local news.

3. 💸 Dynamic Pricing & Revenue Optimisation

• PriceLabs and Beyond Pricing: These tools adjust your room or service rates based on demand, seasonality, and competitor pricing.
• They’re especially useful for boutique hotels and short-term rentals.

4. 🔍 Customer Insights & Automation

• Zoho CRM and HubSpot: Use AI to segment your customers, automate follow-ups, and personalise offers.
• CoPilot: Can help draft responses to reviews or generate ideas for promotions—but more on that in a moment.

https://www.jasper.ai

https://www.canva.com/magic-write/

https://www.crayon.com/our-expertise/data-and-ai-solutions/overview/

https://www.kompyte.com

https://hello.pricelabs.co

https://www.beyondpricing.com

https://www.zoho.com/crm/login.html

https://www.hubspot.com

https://copilot.microsoft.com

#MarketingSensibility #HospitalityMarketing #SmallBusinessAI #HotelMarketing #SpaMarketing #RestaurantGrowth

Welcome back to Sensibility—now reimagined as Marketing Sensibility.

When I first launched this podcast during the pandemic, face-to-face engagement was nearly impossible, and businesses were navigating uncharted territory. We explored marketing challenges, business pivots, and the realities of a world in flux.

Since then, I’ve had the privilege of working closely with lodges, boutique hotels, and service-driven businesses across the hospitality and tourism sectors. These experiences have deepened my understanding of what truly drives guest engagement, brand loyalty, and sustainable growth.

And Now, in the age of AI, Marketing Sensibility returns with a sharper focus: marketing strategies that apply across industries, powered by insights from the hospitality frontlines. 

Whether you're a hotelier, restaurateur, or service entrepreneur, this podcast is your guide to avoiding common pitfalls and unlocking smarter, more human-centered marketing.

In this episode, we’re diving into “5 Hotel Marketing Mistakes That Are Costing You Guests (and How to Fix Them)”.

Aimed at small businesses, professionals and individuals, Episode 15 unpacks the major social media platforms and will help you leverage them as effective business and personal tools.

Tiktok, Facebook, LinkedIn, Instagram & Twitter are unpacked in a digestible and easily understood manner, to help you decide which one makes sense for you and your business.

Enjoy!

Ps. Your feedback is always welcomed, so drop me a note with your thoughts, ideas, suggestions and questions, [email protected]