What Happens Before “Book Now”?

At my very first job, my boss constantly asked the staff the same question every time a new patient walked in: “How did they hear about us?” At the time, I had no idea that one simple question would trigger an interest in me toward understanding marketing. From that day on, I started to take note of every single thing that led someone to clicking the “Book Now” button, like what they were reading, what video they watched, and what made them trust the company enough to make a decision.

Anthony Miyazaki explains that marketing communication can inform, remind, persuade, connect, and motivate, and that simply persuading the customer to use your service isn’t enough. This process is especially relevant for service-based businesses since customers don’t typically look at one advertisement and book their service.

Someone may have first found the business through social media, learned about their services, and continued to see their branding or read their reviews. The longer a customer sees a business’ content, the more likely they are to start to trust that company, which eventually leads them to click the “Book Now” button.

At the end of the day, the marketing message behind the “Book Now” button is equally as important as the actual button. While the button may be the last action required to complete a booking, the true marketing happened well before the customer clicked on it.

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