FLIPS
Foreigners Living in the Philippines
I coined this acronym not long after moving to the Philippines more than twenty years ago. I’ve heard that some Filipinos use the term “FLIP” to refer to individuals who are mentally unstable (a.k.a. crazy). One day, my wife was telling me another wild story about an American who had come here and was complaining because his girlfriend had fleeced him for all he was worth and now he couldn’t even afford a ticket back to the States. I thought to myself, “Another crazy foreigner living in the Philippines”, and then had an “Aha” moment. “FLIPS” is the perfect acronym for Foreigners Living in the Philippines, and I couldn’t control my laughter because the acronym was such a natural fit. From that day forward, every time I hear another crazy story about a foreigner, that acronym comes to mind. I plan to write a book one day about my life here in the Philippines and I will title it FLIPS.
I want to start this post off by sharing my philosophy on foreigners who visit or live in someone else’s country other than the one in which they were born. I am not a foreigner who has come here to tell people this is the way to live your life. I loathe that. I can live anywhere in the world I wish, and I chose the Philippines, so I must love the Philippines just the way it is. I hate it whenever people or leaders of other countries try to change the culture, traditions, or laws of another country. I believe people should keep their noses out of others’ business and stay to minding their own business. I hate it when foreigners expect special treatment. I truly believe that foreigners are guests in their host country and they should acclimate themselves to that country’s culture and not the other way around. I believe they should learn the language or be responsible for providing their own interpreter, which is why one of the job duties for some of my PAs is to interpret for me so I am not an inconvenience to my neighbors. Foreigners should be self-supportive, self-reliant, and most of all, contribute to the country’s economy, and never, ever, be a financial burden to their host. Finally, and most importantly, they should be grateful.
Hence, this is my way of demonstrating my sincere appreciation to my Kabayans for hosting me in this country allowing me to experience your culture and your love. I am only sharing this website and its material with you because this material is exactly the education I applied, and still do, to my own success journey. This has been the roadmap to my success. All I can share with you is what I know that I’ve experienced, found to be true, and has proven to work in my own life. Everything that I am going to teach you has done that and more.
There is an adage, “Give a man a fish and he shall eat for a day, teach a man to fish and he shall eat for a lifetime”. So, by providing you with the strategies, tools, techniques, and resources that have served me well in my own success on this website, I am able to say, thank you to my extended Filipino family in the best way I know how, by helping you elevate your status in the business world through continued education. I cherish your kindness, I have the utmost respect for you, and thank you from the bottom of my heart for being so kind to my family and me for all of these years.
My whole philosophy in life is that you must bring value to any situation. As a permanent resident of this country, it is my civic duty, my moral responsibility, my love of my neighbors to be a mabuting kapitbahay and the desire to bring as much value as possible to my adopted home country and, of course, provide as much value as I possibly can to enrich the lives of all my Kabayans. This website is the very best idea I have been able to come up with in which I can provide an enormous amount of value to the Filipino. There are over 120,000,000 Filipinos living in the Philippines and millions more living throughout the world. If I can help just a small fraction of them, I will consider this initiative a huge success. As I have taught on this site, you can reach millions with the assistance of the internet from right here in the Philippines. Whether you are an entrepreneur selling products or services or a businessman wanting to help his countrymen, either way, just start pursuing your goals today!
One last thing about this website in general. I am writing and teaching from my own experiences and opinions. My opinions are just that, “opinions”. Everyone has their own opinion and yours may not align with mine. If they do not, that is perfectly fine and I would never expect everyone to agree on any one opinion. People are different and have different approaches to achieving what it is they want for themselves and I applaud them for their beliefs. There is no wrong way and no right way when it comes to accomplishing your goals. As I stated earlier, I can only teach you what I know has worked for me. This site just gives you another viewpoint to consider, but in the end, you need to do things the way you want to do them. Follow your heart, and nothing or nobody else. If it is right for you, you’ll know it.
Although I titled this section FLIPS―Foreigners Living in the Philippines, this information will apply to multiple scenarios of foreigners either coming to the Philippines to visit, i.e., tourism, coming to visit friends and/or family, coming to meet their 90-day fiancé, or whatever reason they have. I did not include this as one of the careers although this could be a career or job of someone’s dreams to meet and marry a foreigner. Personally, I think if that is your dream then you should use every resource at your disposal to achieve your dream, and there is no better tool than the internet. However, I am not a relationship coach, nor a marriage coach, nor a matchmaker. I am a businessman and I approach everything even relationships, as a business. To be perfectly clear, relationships never should be based on money but they must be a win-win. Both parties must get what they want from the relationship and that is exactly how I operate my businesses. I never focus on the “money”, I only focus on providing my customers with the products and services they want and need, and then the “money” is a byproduct of my providing value to the relationship. The more value I bring, the more “money” I earn. Yes, business as well as numerous other person-to-person interactions are “relationships”. Focus on bringing value to the relationship and you’ll automatically get what you desire from the relationship.
In business, communication is paramount, and when you are dealing with foreigners, open communication is an absolute must. Most foreigners, Westerners especially, are very direct and straight to the point. They expect you to say what you mean and mean what you say. Education is also crucial and whoever is in the relationship, must learn to communicate in the customer’s (Visitor’s) preferred communication style. For example, most foreigners speak at least some English, so sharpen your English skills. If your visitor is Chinese, learn Mandarin, if he/she is Korean, learn Korean. Learn about their culture and their customs. For example, in the Philippines, one is considered to be rude if they do not say, “Let’s eat”, if there is food no matter whom it is extending the invitation. In most Western countries, this gesture is extremely disrespectful. Only the host or the cook could, or should, utter such an invitation in someone else’s home. If you did not buy the food, prepare the food, or own the home where the food is being served, you are expected to come to eat when you are called and leave it up to the host to call everyone else just as they called you. This is a very little thing, but to a foreigner, it can be like the sound of fingernails being dragged down a chalkboard to them. A little communication can warn your visitor and make the experience more pleasant. This is just one of many examples that could be used to demonstrate the polar opposites in our cultures.
One of the biggest misconceptions I notice here is the thought that all foreigners are rich. This is the furthest thing from the truth. All foreigners are not rich. Get the thought that all foreigners are rich out of your head immediately. If you just go online and read the latest census reports you will see that a large majority of Americans live month-to-month, paycheck-to-paycheck, and usually are in debt up to their eyeballs. Everything is relative. Yes, if you compare the peso to the dollar, the dollar has far greater buying power. However, if you compare the cost of living in the Philippines to the cost of living in the States, the Philippines wins, hands down. Although there is a caveat to that statement, if you want to live and eat like an American in the Philippines, it is far more expensive than living in the States because everything you buy is now considered to be an import. If you live and eat as a Filipino in the Philippines, the dollar goes a long way. Also, there are a lot of very rich Filipinos just like any other nation has its rich/wealthy classes. You know this just by looking at the millions of new cars here. Spend the day in Makati and BGC and you’ll see how wealthy some of your Kabayans are.
A lot of Filipinas are shocked at how poor their new husbands are when they get to the States. Don’t be fooled by this myth of foreigners being rich because most are not. Even your Titas, Titos, Lolas, Lolos, Ates, and Kuyas are busting their butts everyday working one, two, or three jobs saving their money for one, three, five years, or longer just so they can afford to come home and visit. A lot of times some of them wait a little longer to come home so they have more money to bring back with them because their families assume they are rich now that they are in the States and they don’t want to disappoint their relatives for not having a lot of pasalubong and money to pay for everything while they’re back home in the Philippines.
You may even have family members who are sosyal, suplada and mafeeling because they live abroad. Don’t be fooled by this plastic façade, most people struggle just like you. They work hard and yes, they are proud of their achievements as they should be. Sometimes they exaggerate their lifestyle and live like a king or queen for a few weeks while they are back home, but once they are back in the States, they go back to work just like you and I do here at home. This illustration is even more accurate for foreigners visiting here in the Philippines and even worse for most foreigners who choose to retire here in the Philippines who are on fixed incomes. If a foreigner retires here and he or she can live and eat like a Filipino, they will have a great retirement because housing is much, much cheaper, and they can afford to hire a housekeeper and maybe an assistant. Medical care is a lot cheaper and a whole lot sweeter/nicer. For those who drink, alcohol is a lot cheaper. If they stay a little kuripot, they can have a great life. If they are financially comfortable, they can eat in the world’s greatest restaurants, golf great courses, enjoy travel, beaches, and all of the other aristocratic activities one might want living in New York or LA.
In the beginning, I really missed my country and the lifestyle I enjoyed, but the longer I live here in the Philippines, I realized that anything and everything you want can be found here in the Philippines. As a foreigner, you really want to eat your favorite foods and especially visit your favorite restaurants. Twenty-plus years ago, there weren’t as many choices as there are today. For example, today, one can go to S&R, Landers as well as numerous other big-box stores and buy most of the items a foreigner would ever want. We now have Ruth’s Chris Steak House, Le Petit Chef, Outback Steakhouse, Wendy’s, Shakey’s, Dominos, Burger King, Taco Bell, Popeye’s Chicken, and hundreds more American chain restaurants that are staples in our country that can now be found in numerous convenient locations throughout the Philippines. Twenty years ago, some of these establishments existed here but they were few and difficult to find. Now, they are everywhere.
I share this with you because when you have a visitor, you should know all of the restaurants he/she likes and research their location here in the Philippines so you can show your guest that the Philippines is a thriving country and it is nothing like some people may think just because some view it as a “Third world country”. I have traveled all around the world and have traveled the United States extensively visiting every state with the exception of Alaska and Hawaii and I can tell you from experience that the Philippines is just as beautiful and advanced as any country or state that I have ever visited, and that includes Japan and Singapore. Yes, we have our dirty and rundown areas but so do Los Angeles, New York, and San Francisco. So it is your job as the tour guide to treat our country like you would your own business, highlight the positives, and minimize the negatives.
Later, I will be adding a post to this site on, The Three Ss of business. For now, they are sales, service, and sanitation. A business must sell their products and services to grow their business, they must service their customers to sustain their business and they must keep their business clean if they want to stay in business. Cities are businesses, they must attract businesses and people to generate taxes to manage the business/city. These three principles apply to leaders of the country, regions, provinces, cities, towns, and barangays as well. If you want to attract customers, you must apply the three Ss. It is your job as the owner, host, tour guide, etc. to present your business, i.e., our country, in a way to ensure your guest will see the cleanest, most attractive parts first. Then you can introduce them to other more colorful aspects, that are just as beautiful in their own way, little by little, one bite at a time.
If your guest flies into Manila, get them into Makati or BGC as fast as possible so they can soak in the beauty and feel at home. These cities are just as nice as Beverly Hills or Park Avenue, so your guests will be super impressed because most foreigners are not exposed to the reality that the Philippines has some of the finest cities in the world. Take them to their favorite restaurant where they love to eat in their home town even if it is just Mexican food like Taco Bell. If you can afford it, spend the first night there in a nice hotel. This will give you time to educate your guest on your family, your countrymen, customs, culture, and country.
The old adage “You never get a second chance at a first impression” is true. My wife was/is extremely smart. This is what she did with me. I spent my first night in the Philippines at the Manila Peninsula Hotel in Makati. It is a gorgeous hotel and we spent the day and evening walking around Makati. We ate at great restaurants, saw a movie, walked around the malls, and talked just enjoying the time together. This was extremely helpful because as I was flying into Manila, all I saw were rundown shanties and all I could think was, “What have I gotten myself into?” As I exited the plane, the noise was overwhelming, the foreign language, the hustle and bustle of the goings on of the airport, and the people asking me if I needed help and grabbing at my bags were overwhelming. As I exited the airport, there were thousands of people looking for their loved ones to exit, screaming and shouting, I couldn’t find my wife because she is so tiny, the air was polluted with all of the fumes from the taxis and cars. Once we got into her family car, I saw all of the jeepneys and tricycles, the filth of the area, the horns, the whistles, the traffic, the smells, and all of the other bright colors and sounds of Manila that have now come to be sights and sounds of a welcome home for me but during my first visit, they were sensory overload. In short, it was just too different, too fast, and too much to digest at one time.
As we entered the city of Makati, my anxiety started to ease, and as we sat in the lobby of the Manila Penn, I started to relax and regain a sense of normalcy. This may not be everyone’s experience but it was mine, and if you have first-time visitors who are business people, I can assure you, this will be their feelings as well. Although, the Manila airport is much nicer today, they have a much better system for traveler’s exit and pickup, as well as the addition of the Skyway which has alleviated a lot of the traffic. Great job to those of you responsible for the improvements.
Another skill in business is to know your customer and in this scenario, know your visitor. Just as you would interview a prospective client or customer to uncover their needs, unearth the needs of your visitor. Know their lifestyle ahead of time. Know if they prefer three, four, or five-star hotels. Know what kind of food they like. Know what restaurants they usually go to. Know what types of food they want, Italian, American, Japanese, Korean, Indian, and so on. This way you can make their first impression of our homeland a positive one and then when they tell their family and friends, which they will, our country will be presented in the light it deserves, bright and happy.
Even someone on a tight budget will appreciate this type of introduction. There are numerous low-budget hotels in Makati and if your visitor is flying into another airport other than Manila, I suggest you follow the same advice for that area as well. I am not that familiar with the other airports in the Philippines other than Clark which is absolutely beautiful and of course, I prefer it because it is near my home. Clark is another great area for someone to catch their breath before exiting the gates out into the hustle and bustle of Angeles City, Pampanga. I have flown to other cities in the Philippines like Cebu and Boracay but have not spent enough time there to share any advice.
Food is a major issue for most people. My wife and I when traveling, want to eat what the locals eat and we always eat from the bottom up, that is, from street food to five-star meals. Most people want to experience the local food and culture which is the primary reason for their travel. I only suggested having a list of your guest’s favorite hometown restaurants and where you can find them in the areas you plan to visit as a backup safety net. Most people will want to try Adobo, Sinigang, Pigar-Pigar, Afritada, Relyeno, Chopsuey, Pork Binagoongan, Bicol Express, as well as our fast food restaurants like Jollibee, Mang Inasal, Chowking, Greenwich, and Yellow Cab. They will also want to eat in all of our fine dining restaurants that serve Japanese, Korean, Indian, Spanish, Mexican, Turkish, and on and on with a major interest in Filipino food. Since food, shelter, water, and clothing are staple needs, I suggest you know as much about your food options, hotel options, water and drink options, as well as your shopping options as possible when hosting a guest.
While we are on the subject of not assuming all foreigners are rich, I want to address a very sensitive subject. Please remember I am not “saying all”, I am saying “some”, Filipinos assume that foreigners should always pick up the check and buy the food, gas, etc. In most Western cultures, the visitor is the one who is treated, not the other way around so this is very strange to most foreigners. However, a little communication here will go a long way.
Explain to your visitors that some Filipinos have been conditioned to believe they are poor and from a poor country, similar to how I and my family were conditioned to think we were poor in a rich country. They were also conditioned by TV and social media to believe all foreigners are rich, or at least, far richer than most Filipinos. Given this misconception being perpetuated, my family and friends may expect you to pay if, and when, we go out. Then immediately add, (because as you know now, all foreigners are not rich and you don’t want to scare them to death) you don’t have to worry because when we go out here in the Philippines for merienda or lunch, it is very, very cheap unlike in the States. Here, we will all eat well for about 10 US dollars.
On the other hand, if you go to the poorest Filipino’s house, no matter what time of day, they will secretly and quietly send someone out the back door to buy sodas and snacks from a Sari-Sari store, most likely on credit because they have no money, but they want to treat you to food and drink as guests of their home. So, as you can see, it is not Filipino greed, it is just a misconception. However, it is a reality when I tell you even the poorest Filipinos are willing to go into debt just to ensure you have a nice visit and feel welcome in their home.
This little bit of communication can go a very long way. I recommend every Filipino to inform their friends of this whether they belong to the wealthy or working class, because eventually, your visitor will encounter this. If they are prepared and they know both sides, they will honor and respect the tradition. Also, those foreigners who have any decency at all will always bring merienda when visiting someone less fortunate so that person will not go into debt just to be hospitable. When viewed from this angle, all foreigners will applaud the Filipino culture and not criticize it.
Even though Filipinos speak English very well, there are still many opportunities to experience miscommunication with foreigners. Most Americans abuse the English language and often, there is miscommunication between two people whose first languages are the same, much less when English is a person’s third, fourth, and maybe even fifth language. Often, I have Filipinos get frustrated with me and call me makulit because I will repeat something several times and ask for the answer or response several times in return because I really value good communication. Even when I go to these extremes, I still experience miscommunication. I teach my PAs that if any foreigner corrects or laughs at something they say in English that may not be correct or mispronounced, reply with a soft smile, and say, “You’re right I did mess that word up, but English is my third language. By the way, “How many languages do you speak?” This will put everything into perspective real quick, and I am sure the ignorant foreigner will never make that comment again.
My point is, there will always be some miscommunication when two people with different first languages are trying to communicate, so just do your very best to listen and don’t be shy to ask questions or for clarification. If you don’t understand something, simply say, “I didn’t get that, will you please repeat it?” Also, if you don’t understand a word do not pretend you know the word. Ask for another word or the definition, or you can ask, “How do you mean, or, what do you mean by that?” for clarification. Whatever you do, don’t say yes to everything. When you tell a foreigner yes, they assume you mean yes! Filipinos are really nice, and they say yes all the time even if they really mean to say no. If you mean no, say no. If you mean yes, say yes.
For example, if you are trying to agree on a time to meet and you know or even think, you can’t make it at that time, request another time when you are sure you can make it. If you don’t want to eat Indian food, say, “I’m not a fan of Indian food”. Of course, this applies to Sushi, Balut, Snake, Grasshoppers, or anything else you may not like/are not a fan of. Foreigners are going to take your word for your likes and dislikes. Foreigners are not mind readers so you must always speak your mind. Do not be shy. Foreigners like people who “Tell it like it is”. Some Filipinos may find this approach as being “rode” (rude), but I am referring to using this direct approach only when you communicate with foreigners because this post is about foreign guests/visitors and you must know their preferred communication style. Foreigners will not think this approach is rude, they will welcome it with open arms. One of the most powerful skills a person can possess if they really want to be successful is the ability to adapt. Adapt to your guest’s preferred communication style and you’ll make the visit a huge success.
TOURISM:
I am not a tourism expert, which is why I did not include it in the 7 careers although I do think there is an enormous market for professional tour guides and the career could be quite lucrative. I would venture to guess I have visited countless cities, tourist destinations, and numerous countries and hired many tour guides, more than most people in the world have. But even though I have traveled extensively, this does not qualify me as an expert in the industry, rather, I am a well-seasoned traveler. As a well-seasoned traveler, I can say from experience that the Philippines should be the top tourist destination in Asia, and I have no idea as to why this is not the case. Obviously, the entire population speaks English, we have everything any other country has and even more. When my wife and I travel to a foreign country, there are certain things we look for.
- Does the population speak in English or will we need a translator? The Philippines excels on this one and this should be highlighted in every tourism advertisement.
- What is there to see and do? Food, Entertainment, Historical sites, Museums, Beaches, Shopping, etc. which again, the Philippines excels at!
- Historical sites: We have a rich history that ties our people and our country to almost every country and all of the people in the world.
- Entertainment: I am not a fan of nightclubs, casinos, and drinking, but for those travelers who are, the Philippines has some of the best.
- Restaurants: Restaurants are everywhere in the Philippines and you can try food that runs the gamut from national to regional to local cuisine, go wild, and even try exotic dishes like fried grasshopper and balut. In addition, we have almost every American chain restaurant, from Burger King to Ruth Chris Steak House, as well as Taco Bell for those less adventurous travelers who still want mass-produced Mexican food, and Domino’s for those who want pizza. Our food prices are far better than those at some other tourist destinations and I can even guarantee you that our servers are 10 times friendlier.
- Beaches: I have been to beaches in Australia, Bali, California, and Florida and I can tell you from firsthand experience, Boracay is just as beautiful as any beach I have ever seen in any other country. The Philippines has some of the best beaches in the world.
One thing I learned decades ago about touring guests through a business is to always start with the interview process. This process is normally called a Needs Analysis. In the case of tourists, this should be a Wants Analysis. Unearth what your guest really want to see, experience, taste, and so forth. Don’t make the elementary mistake of taking the lazy route and just offering canned tours. Canned tours are tours that are set by the travel agency that fits a set of sights together in various packages for the traveler to choose from, do you want A, B, or C? Experienced travelers hate that. Experienced travelers want to pick and choose based on their allotted time, likes, and wishes. A great tour guide knows this and customizes every aspect of their trip.
As a tour guide, being punctual will be an absolute must, and having great time management skills will be of great importance. Most travel agencies have canned tours so they start and end on time where no one in the company has to put any creative thought into the process. Be flexible and creative. Remember, your time is being bought and paid for by your customer/guest. The better experience he/she/they have, the more referrals (future business) and the bigger tip you will get. Again, don’t focus on the money, focus on the value you will bring to your guest(s). Unearth the customers’ preferred time frame and tailor their tour around their time, not yours. Yes, some attractions will have time restraints and that will be your job to communicate well with your client. Do not tell them, yes I can get you into Ocean Park at 8 pm if you know it closes at 7 pm. From personal experience, I know you would not want to lie but you may say, yes just to make your guest happy at the time. Yes, they will be happy at the time you tell them yes you can, however, when they are here in the Philippines and you cannot fulfill your commitment, the client will be far from happy.
Another thing I learned is to always take your guests to what they are interested in the least first, and what they are most interested in last. If you start with their greatest interest, the rest of the tour will be a letdown. Start with the least, build the excitement and anticipation, and end the tour with the high point. Do this for each day of the tour and your guest will be excited every morning to start the next leg of the tour. Be prepared to adapt to changes in the schedule too, your guest may add things last minute and ask if you can get them in. Always say, of course, I will do my very best but let me get back to you on that. I need just a couple of hours (or however long you’ll need) for research and scheduling but I will get on it immediately. Your guest will love the optimism and professionalism.
When they arrive at the designated airport, make sure you are there to greet them, be there way ahead of time, and bring a big sign to hold up so they can easily see you. You, of course, should be able to identify them immediately from their photographs because Filipinos are sometimes a little hard to pick out in a crowd, as I said earlier, I had a difficult time finding my wife when I first arrived in the Philippines because she is so tiny. I love Filipinos so when possible, we always request to have a Filipina tour guide no matter what country we are visiting. This has happened to both of us during some of our visits to other Asian countries where we got frustrated wasting a lot of time just looking for our tour guide. When one enters into a foreign country it can be a little unsettling, and the presence of a familiar face to immediately greet you can make all the difference in the world.
Make sure the car is near and there is a cooler with ice-cold water for your guest. If you are not the driver, make sure not to hire a chatty driver as your guests do not want to hear you and your driver having a lengthy conversation. Most likely, they will be wanting to take in all of the nuances from the country they are visiting. Although, you should have a prepared list of questions you ask all of your clients during the drive to their hotel or destination. These questions should be designed to uncover more needs, wants, and wishes of your client(s). For example, as you leave the airport you may want to ask, “Would you like me to give you a little background information on what we will be seeing as we drive to your hotel?” Let the client dictate the pace of the dialog. If they reply yes, then begin. If they say no thanks, then acknowledge their answer and sit quietly until they initiate the conversation.
I give the same advice to professional tour guides as I do to those Filipinos welcoming their personal guest at the top of this post and suggest they follow the same process. People are different and you will always have to adapt and adjust but at least this gives you a framework to start with.
There are so many differences in our cultures and so many similarities that it would be unwieldly to put them all in this post. I will start a list of cultural differences, beliefs, and attitudes and post them at a later date so you can get some more helpful insight.
Remember, “It is more fun in the Philippines” so make sure when you have guests visit, they leave our country telling everyone they meet that it is indeed, MORE FUN IN THE PHILIPPINES, THE RICHEST COUNTRY IN THE WORLD!
Side Note:
I want to take a moment and share an idea I’ve had for several years on promoting tourism in the Philippines. As I said earlier, a business always wants to highlight the strengths of the business. In this scenario, our country, the Philippines. So the very best place to start is making a list of our strengths.
Strengths:
- The people – This is very true but also extremely vague. What about our people makes the Philippines a great country. Moreover, what about our people is going to make tourists want to visit and meet them. For brevity, I will just hit the obvious points and whoever wants to can make a list of all the other strengths.
- Filipinos are the most friendly, caring, loving, and hospitable people on the planet;
- Filipinos speak English fluently;
- Filipinos are very attractive, which is why most international beauty contests always have a Filipina winning or at least in the top three. Filipinas are the most beautiful women in the world. This is not only my opinion, this is the world’s opinion;
- Filipinos love food, love to feed, and serve their visitors;
- English Communication Skills – English speaking locals is a huge selling point for attracting tourism. Communication is key when it comes to making someone comfortable and I promise you, Filipinos are better at speaking English than any other country in Asia. With this one superior skill alone, we should be the number one destination in all of Asia.
- Affordability – When foreigners visit the Philippines, they can experience what it feels like to be rich because the dollar goes so far here. Our pricing is within everyone’s budget and no matter what your budget is, you’ll have more fun in the Philippines than anywhere else in the world.
- Typical Tourist Interest – We are blessed with an abundance of the typical tourist to-do-list sites and activities like beaches, shopping, restaurants, museums, water parks, resorts, etc. and these should be noted as well but keep in mind all of these things are common everywhere tourist go. Our goal is to sell our differentiating factors.
Differentiating Factor: The Philippines’ differentiating factors are: Our people (say why), English Communication Skills (every Filipino speaks some English), and affordability (No matter what your budget is, you too will have more fun in the Philippines).
Earlier I added a sub-slogan, “The richest country in the world.” This is called, a play on words in marketing. Most people think of the Philippines as being a poor country so by calling it, “The richest country in the world”, you are grabbing the watcher’s, reader’s, or listener’s attention because it goes against what their mind believes. This is called the “pique” technique. The pique technique is employed to get the customer to stop and take notice to the advertisement. Whatever it is you are saying has to be so foreign to the prospect that their brain doesn’t skip over it by saying, “seen that before, just another ad for the Philippines, etc.” You want to get the brain to come to a screeching halt and say―“WHAT! What did that ad say?” Now you have their attention and now your advertising dollars are producing the desired result.
Some other ideas for sub-slogans and taglines:
- Live like a King, in the Philippines!
- Come home to the Philippines where you won’t need an interpreter, you won’t need to break the bank, and you’ll be welcomed by the friendliest people on earth.
- All you’ll ever want or need is right here in the Philippines!
- The Philippines, the richest country in Asia!
These statements are not hyperbole. The notion that the Philippines is the richest country in the world is a fact. We may not have the money other countries have but we have what they want and need to make their tourism industry successful―Filipinos.
We, here in the Philippines, do live in the richest country in the world. We are rich in kindness, love, culture, heritage, natural beauty, family life, hospitality, and so forth. This should not only be in our advertisement to foreigners but it should also be the narrative taught in our schools and to our children. The Philippines is a rich country and Filipinos are rich!
In marketing, you lead with a bold statement to catch the consumer’s attention and then justify or qualify that statement with pictures, videos and/or ad copy. This lesson in marketing can, and should be applied to marketing your own brand or that of your company’s. Be sure to visit all of the sections on this website to give you more ideas for growing your business, your career and even our country.
It’s More Fun In The Philippines!
The Richest Country In The World