Marketing Lessons from Las Vegas: A Walk, a Laugh, and a Few Big Takeaways

A few years ago, I found myself in Vegas, wandering along the Strip.

I was mulling over the email I needed to write that day, letting ideas bounce around in my head. (Pro tip: if you’re stuck on what to write, go for a walk. It’s amazing how stepping away from the screen can help you outline ideas in your mind.)

Here’s what I learned in Vegas—not at the blackjack tables, but from observing people, situations, and experiences that carried powerful marketing lessons.

Lesson 1: Split Test Everything

Picture this: I was crossing one of those pedestrian bridges across the strip when I noticed a guy holding a sign.

It read:

“I’ll Be Honest, I Need Money For Beer.”

That made me chuckle.

About 30 minutes later, on my way back, I saw the same guy with a new sign:

“My Ex-Wife Had a Better Lawyer.”

I laughed again, but this time a thought struck me: How many signs does this guy have, and which one gets him the most tips?

This is marketing in action—split testing in its rawest form.

The takeaway?

Split-test your subject lines, headlines, and calls to action. Test different approaches to see what resonates most with your audience.

That brief moment sparked one of my best-performing emails, all because I asked myself: What works best, and why?

Lesson 2: Ask For the Sale

In Las Vegas, you quickly realize everyone assumes you’re there to spend money. Whether it’s a local diner or a luxury store, people act like your purchase is a done deal.

“Shall I wrap that for you?”

It’s a small phrase, but it makes saying no so much harder.

This mindset is crucial in marketing. If you don’t ask for the sale, people will find endless reasons not to buy.

Your job is to guide them. Be direct, be clear, and act like the sale is inevitable.

It can be as simple as:

“Click Here To Complete Your Purchase”

or even

“Claim Your Spot Today.”

Confidence in your product isn’t just about what you sell—it’s about how you sell it.

Believe in what you offer, and others will too.

Lesson 3: Upsells and Cross-Sells Work (When Done Right)

I know, I know—upsells can feel sleazy if done poorly. But here’s the thing: they work.

When I checked into the Wynn, the receptionist casually asked if I wanted to upgrade to a suite. I wasn’t even thinking about it, but when they made the offer, I said yes.

Result? An extra $330 in Steve Wynn’s pocket.

The key here is that the upsell added value. It wasn’t critical to the original purchase—it enhanced it.

The takeaway?

If you’re offering an upsell or cross-sell, make sure it complements the main product and adds genuine value.

The worst thing you can do is make customers feel like the upsell is something they needed for the main product to work. (Seriously, 80% of marketers need to hear this.)

Before we get to the final lesson, check out today’s newsletter.. is a cracker….

How To Monetise Your Expertise by Mark Thompson

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Lesson 4: Customer Service Is King

Living in Spain, I rarely see exceptional customer service!

So when I experienced it in Vegas, it left an impression.

I was at a bank trying to open a business account. The process hit a roadblock because the company handling my EIN had messed up. In Spain, that would have been the end of the story.

Not in Vegas.

The bank employee went to her manager, explained the issue, and found a solution. I walked out with a personal account instead—complete with a debit card and even help wiring money from my Spanish account.

The result? I became a loyal customer. And here’s the kicker: when that bank inevitably messes up, I’ll likely cut them some slack because of how well they treated me upfront.

The takeaway?

Great customer service isn’t just about solving problems—it’s about creating loyalty and goodwill that pays off long after the initial interaction.