Lure Agency

Hello and Welcome! We are a Hospitality B2B marketing agency.

As master mixologists, our recipes build bridges for hotel sales teams and industry visionaries, ensuring that every handshake is the beginning of a long-lasting relationship and the promise of soaring revenue.

Whether you're an independent resort or a tech company, scaling revenue within the hospitality sector can be tricky without the right mixture of human connection and tailored strategies.

Our secret sauce is crafted to help you WIN.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Let's shake and stir greatness together.

 Connect with us soon!

Partner and Creative

knoodle Advertising

A full-service advertising, public relations and digital agency in Phoenix, Arizona. Our philosophy begins with comprehensive strategies fueled by massive amounts of research. Use your knoodle; what can we do for you?

Managing Director | Partner

The Starmack Group

Founded in 1998, The Starmack Group is a full-service advertising and communications agency, focusing on national, personality-driven hotels and management companies, as well as clients in the lifestyle industry. We provide business partner passion and responsibility, industry experience, and creative execution in brand management, graphic design, campaign development, interactive design and implementation, as well as media research, planning and placement.

Senior Art Director

Cory Falter Creative

Cory Falter Creative is a boutique design and marketing studio, offerings a comprehensive array of services, include Branding, Graphic Design, Advertising, Web & Interactive Design, Photography and Copy Writing. For more than 20 years, I've had the pleasure of creating for a diverse group of clients ranging from Sporting Goods and Surf accessories manufacturers to Hospitality and Music Radio stations. The Ritz-Carlton Hotels & Resorts, Hilton Hotels and Suzuki Motor Corporation to name just a few.

Account Director | Principal

454 Design

Founded in 1995 as a full-service branding and creative studio partnering with a diverse array of clients in the action sports, real estate, technology and hospitality industries.

Director | Founder

▶︎ 𝗛𝗔𝗦 𝗬𝗢𝗨𝗥 𝗥𝗘𝗩𝗘𝗡𝗨𝗘 𝗠𝗔𝗗𝗘 𝗔 𝗗𝗘𝗣𝗔𝗥𝗧𝗨𝗥𝗘?

Why aren't independent resorts and hospitality vendors seeing consistent growth anymore?

Because buyers today don’t want to be sold to

They want to be helped. 

And outdated sales funnels? 
They’re about as useful as a “Do Not Disturb” sign in a digital-first world.

So, how do you drive real revenue without burning trust?
➜ You answer their questions. 
➜ You build relationships. 
➜ You show up before they even hit “inquire.” 

That’s what we do at Lure Agency.

Since 2012, I’ve helped independent resorts and the vendors who support them attract, convert, and retain more business using a proven transparent relationship marketing strategy.

Built for how modern buyers actually buy.

What’s the difference?

Most agencies pitch impressions. 
We deliver impact. 
With clear ROI, scalable strategies, and messaging that doesn’t just sound pretty.

It sells.

Because after 30 years in marketing, here’s what I know for sure:

No trust = no sale. 

But trust? 
Trust scales.
Along with sales.

Struggling to find sales?

Let's connect and chat about it.


▶︎ 𝗥𝗘𝗦𝗨𝗟𝗧𝗦 𝗔𝗡𝗗 𝗣𝗥𝗔𝗜𝗦𝗘:

"Our results with Lure Agency have been crazy impressive!! This strategy has been a lifesaver for us. We're now efficiently operating with two salespeople instead of the previous 3.5, all thanks to a stream of highly qualified leads."

Julie Petit
Director of Sales & Marketing 
Stonewall Resort

_____________________________

“Cory and the Lure team have been critical in helping us grow our inbound lead flow and revenue growth year-over-year.”

Organic website traffic increased by 18%, inbound lead inquiries increased by 37%, and annual revenue growth grew by 4.6%. 

Jake Newman  
Marketing and Sales Coordinator
Newman Windows and Doors

________________________________

“Lure Agency has great ideas, increased our web presence, and generated more leads for us. 
I highly recommend their services. “

Organic website traffic increased by 23%, time spent on the site by visitors grew by 37%, and revenue grew by 6.3%.

Steve Blidner
Founder & CEO
TTI Technologies
 
________________________________

Would you like to learn how your sales team can identify, convert, and retain more revenue?

Call me directly at 619-889-8156 or email me (cory@lureagency.com) and let's have a conversation about your goals and objectives.
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#digitalmarketing #sales #hotelmarketing #hotelsales #marketing #integratedmarketing #b2bhospitality #hospitalityb2b #hoteltech #hotelrevenue #hotelbusiness

Cory Falter

Independent doesn’t mean solo.

And I couldn't be more excited about this partnership.

Benchmark Global Sales—the meetings and events team behind Benchmark Resorts & Hotels, chose Lure Agency to help drive direct group revenue across their independent portfolio.

Big thanks to…
Evan Crawford
John MacMullen
Paul Bashaw
Mousumi Johnson
and the entire Benchmark team for this opportunity. 

Looking forward to what's ahead.

Let's get after it. 🤙

Check out the release: https://lnkd.in/gtUBUbfb

Growing Revenue For Hospitality B2B Is My Bottom Line 🔺 Partner at Lure Agency 🔺 President HSMAI San Diego 🔺 Host of the InnSync Show 🔺 SDSU Dad of Twin Daughters 🔺 Former Pro Motocross Rider 🔺 80s New Wave Fanatic

Calm before the storm.

Or wave, more like it. 🏄‍♂️

As in the HSMAI San Diego Chapter inaugural, The Waves of Hospitality Awards is about to drop in.

Kimberly🌟 Hensley, MBA
Tré Wilke IV
Kelsey Prince Rocha, CHDM

Ready to welcome 88 of San Diego's finest in Hospitality.

Wish us luck. 🤙

Moments like this remind us why we ❤️ Hospitality.

The inaugural The Waves of Hospitality Awards presented by HSMAI San Diego Chapter rolled onto the shores of Belmont Park.

Like a tsunami.

Electric.
Magical.
Unforgettable.

It was named "Waves" because this city is defined by the ocean. Its energy. Its power. It's in constant motion forward.

Just like our honorees and winners.

HUGE congrats to:

➜ Marketing Professional of the Year
Keriann Greaney Martin, CHDM
Hotel del Coronado

➜ Sales Professional of the Year
Debbie Au Burlock
Estancia La Jolla Hotel & Spa

➜ Revenue Management Professional of the Year
Isabelle Camu, CRME, CHBA
Fairmont Grand Del Mar

➜ General Manager of the Year
Jayne Aston
Catamaran Resort Hotel & Spa

➜ James V. Cunningham Award for Hospitality
Tré Wilke IV
Evans Hotels

These are the people riding the wave of excellence. 
Pushing hospitality forward. 
Shaping the guest experiences that make San Diego unforgettable.

To every winner:
You earned this.
Your work matters.
Keep making waves.

And to everyone who showed up last night? 
You made it electric. 
The energy in that room was pure San Diego magic.

And special shout-out to Belmont Park for hosting us at your incredible venue. You guys knocked it out of the park...

This is just the beginning.

Year two is going to be even bigger.

Who's ready to ride the next wave with us?

Leadership wants an update on prospecting.

All those check-in emails.

And follow-up calls.

How's it going?

Oh, fine. 😜

Want LinkedIn results this week?

It's so easy, yet…

many are asleep on this one.

Stop lurking in the shadows and do this instead.

Leave 5 thoughtful comments on 5 of your top prospects' posts.

That's it.

No fancy tools.
No growth hacks.
Just show up and add value in 15 minutes.

Do this every day for a week.

Watch what happens.

Trust me on this one.

Are you ready to jump into the comments this week?

Let's send it. 🤙

Did you forget your business cards?

Good for you.

If you're still handing them out at events, you're basically giving people permission to forget you.

Here's why:

It expires the second anyone switches companies.

Your LinkedIn profile?
Permanent.

Think about it.

When someone changes jobs, their business card becomes a relic.

Wrong email.
Wrong number.
Wrong company.

But their LinkedIn?
Still right there.
Still connected.
Still relevant.

Next time you're at an event, skip the card shuffle.

➜ Pull out your phone. 
➜ Scan their QR code. 
➜ Connect on LinkedIn.

You'll stay in touch no matter where their career takes them.

Plus, you won't have a drawer full of cards you'll never look at again.

What's your take? 

Are business cards still worth carrying, or are they just expensive confetti at this point?

Owner says, "No one knows who we are…

we need a brand ASAP".

Marketing Manager says, “I found something on Amazon that will help.”

Owner says “Just do it” 😂

TGIF y'all.

Prospects don't need to like you.

They need to trust you.

I've done business with people I didn't particularly like. 

But I knew they'd deliver because of their track record and the results others vouched for.

That's why building trust signals matters more than being likable.

➜ Your content. 
➜ Your problem-solving. 
➜ Your expertise. 

These create the visibility engine that earns trust before you ever get on a call.

Case in point: 
I used a custom AI prompt to vet CRMs. 
Got it down to three solutions. Ran one demo. 30 minutes total.

The vendor I chose? 
I found them through their content ecosystem.
Not a sales pitch.

Trust beats likability every time.

Want to build that trust engine for your hospitality vendor business?

Our latest article breaks down the prospecting strategies that actually work.

The Warm Prospecting Playbook for Hospitality Vendors Who Hate Cold Calling

Check it out: https://vist.ly/4d5vh

We just launched something big.

The WINS Method™ is officially live.

Here's why it matters for both… 
Hotel Group Sales and Hospitality Vendors.

80% of B2B buyers have already made their decision before they ever talk to sales.

Cold emails? Dead.
"Just checking in" messages? Ignored.
Old-school tactics? Not cutting it anymore.

AI isn't replacing sales.
It's rewriting the rules.

WINS is our answer.

➜ Website
➜ Intel
➜ Nurture
➜ Sell

Four pillars that help hospitality brands show up with trust, relevance, and consistency before the RFP or form fill ever lands.

It's human-powered. AI-loved. Built to cut the fluff and fast-track results.

We've been quietly running this framework with brands like Stonewall Resort and TTI Technologies.

Now we're opening it up with a "done with you" model.

If you're tired of spray-and-pray tactics and ready for strategy-and-serve, this is for you.

See the full release here: https://vist.ly/4beiu

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Cold prospecting? 

You're basically sliding into someone's DMs from an igloo.

Warm prospecting? 

You've been showing up at the campfire so long, people already saved you a seat.

The difference isn't luck.

It's consistency.

When you engage on LinkedIn regularly, you're not interrupting strangers. 

You're connecting with people who already know your name, your vibe, and your value.

Stop being the cold caller nobody asked for.

Start being the person everyone's been waiting to hear from.

Let's warm it up y'all 🔥

Your hotel tech booth looked like Vegas. 

Your website looked like 1999.

Guess which one your buyer remembers when they get back to the office?

Spoiler: It's not the one with the free swag.

Trade shows spark interest. 

But buyers don't buy on the show floor. 

They shortlist later, when they're alone with their laptop and your website.

If your digital presence can't carry the conversation, all that booth buzz turns into crickets.

Before your next show, fix these:

➜ Clear value prop that shows real outcomes, not buzzwords

➜ Content that answers the questions buyers actually search

➜ Proof over promises: case studies, testimonials, real wins

➜ Pages that work for humans and AI search

The punchline?

Your booth gets attention for three days. 
Your website needs to close deals for 362.

Want to learn how hospitality vendors can get more out of their trade show budget and fill that gap?

Check out: https://vist.ly/4bgba

Are we still doing this?

I opened my spam folder and found a ton of "just circling back" emails and one gem that started with "Dear {FirstName}."

Seriously?

Traditional outbound is broken. 
Especially when selling to hotels.

Here's why:

Selling most SaaS is straightforward.
One product, one pitch, one use case.

Selling to hotels?
That's way different.
You're navigating legacy systems, limited IT resources, tight budgets, and a small team where every stakeholder wears multiple hats.

You can't template that.

I sat down with Kimberly🌟 Hensley, MBA from Tripleseat, on the InnSync Show to dig into this. Her take? "Every independent hotel is its own little ecosystem. What works at one property won't work at another."

Are we still doing this?

Sending generic pitch decks to properties that need customized solutions?

Independent hotels don't have enterprise budgets or dedicated tech teams. They need vendors who get that reality.

So why are vendors still blasting generic emails and hammering cold calls like it's 2010?

Because they haven't figured out what actually works.

The best tech vendors don't sell features.
They understand independent hotel operations.
They know your pain points before you tell them.
They speak your language.

Want the full breakdown on prospecting that builds trust instead of resentment?

Check out our latest article:
The Warm Prospecting Playbook for Hospitality Vendors Who Hate Cold Calling

👉 https://vist.ly/4d5vh

Dirty reps at the gym build muscle.

Dirty reps in sales build revenue.

But here's the problem with most sales training: 
It stops at the workshop.

You get pumped up for a day, learn some frameworks, then go back to your desk and... nothing changes.

Because knowing isn't doing says Celeste Berke Knisely, MTA

The real shift happens in the practice. 
The messy reps. 
The accountability check-ins. 
The ongoing reinforcement that actually changes behavior in your CRM.

Here's what else changed ➜ 80% of what was sales is now marketing.

Your cold outreach? 
It's competing with content, AI agents, and buyers who've already done their research.

So we're teaching hotel sales teams how to leverage their marketing departments to warm up that outreach. 

Make it less cringe. More human.

And we're doing it through training that's actually engaging (gamified, not death by PowerPoint).

But the secret sauce? 
We stick around after the workshop.

We track the changes. 
Hold people accountable. 
Make sure those dollars don't fall flat.

Want to see how to level up your game?

Read our latest article and see what separates a transaction from a true partnership.

Prospecting in the Age of AI: 
A Hotel Seller’s Survival Guide

READ THIS: https://lnkd.in/gZAB-RgR

Think AI only searches for celebrities?

Not a chance. 

It's searching for YOU right now.

Your personal brand isn't vanity anymore.

It's your new resume.
Your credibility score.
Your ticket to being found.

Here's the real deal… 

If you're not showing up online, you're invisible to prospects, employers, and AI agents doing the choosing.

Agentic search is here. 
And it's deciding who gets seen and who gets skipped.

Want to know how you rank right now?
And tips to improve your visibility quickly?

Use our Personal AI Grader.
CLICK HERE 👉 https://vist.ly/4c5bb

Let's get you agentic-ready.

Early Lure Agency was a hot mess.

Not because we weren't hustling.

We were swinging at everything like a newbie at TopGolf.

Chasing our tail. And clients.

The problem? 
Zero strategy. 
Just a giant menu of services we assumed clients needed.

Well, they didn't.

What they actually wanted was simple.
More qualified leads.
More deals closed.
More revenue.

Not a 47-point proposal with every service under the sun with no clear, positive outcome.

Here's what changed everything:

Susan Tucker and I stopped selling what we could do.
We started solving what they needed.
And obsessing over it.

One clear outcome:
Drive direct inquiries that convert better than cold outreach and third-party leads for hotel group and hospitality vendors.

That's it.
That's the whole deal.

And guess what? 
Our clients have stuck around for years now. 
Because when you nail one thing really well, people notice.

If you're struggling to gain traction, here's my advice:

Ditch the laundry list.
Pick one outcome you can deliver better than anyone.
Go all in on that. 
And back it up with proof.

Clients don't buy features. 
They buy results that make them money.

What's the one outcome you're obsessed with delivering? 

Drop it below and let's send it. 🤙

Linda M.

Content provider, freelance writer/editor

The Copy Worx

Helping B2B health, fitness and SaaS businesses increase conversions through high-converting copy.

Health & Fitness Copywriter 

Writer

Contributing editor and writer for national, custom, corporate and online publications including TIME, The Huffington Post, Health, MSN, NBC, The Today Show, and many others. Specialties include fitness, health, business/corporate, ghostwriting, nutrition and recipe development.

Ageless After 50

Coaching and online fitness programs and memberships for women over 50

Online course creator / fitness

OC Metro Magazine

I wrote cover stories, features and various columns (including a health & fitness column and another on e-Commerce).

Business columnist and feature writer

Conversion-focused messaging for health & fitness brands | Driving engagement for JRM Web Marketing | Laughter is my love language

I create memorable, conversion-focused copy for health and fitness brands. Why me over other fitness copywriters? For one, I spent 15 years in the trenches as a personal trainer. I then worked my way into becoming a prolific health and fitness magazine writer. Earned a couple of awards along the way.

I interviewed hundreds of people and experts in the process.  It's why I'm able to translate fitness geek speak into relatable, understandable solutions.

My byline appears in heavy-hitters like MSN Health, TIME, Shape, Self, Woman’s Day, Men’s Fitness, Bowflex, and HuffPo, I've got a knack for understanding what people really want. 

Let's chat about how we can make your content resonate and get those decisions rolling in your favor.

My specialties include:

1. Value Proposition Audit and Strategy Roadmap

Most companies struggle with converting copy that showcases their uniqueness. My proprietary process, based on research, decision-making psychology, analytics, and customer interviews, uncovers what sets your solution apart from the rest. This special messaging audit will give you clarity, attracting more of your ideal customers in less time.

2. Email Marketing

My email sequences get noticed and opened, with clients typically experiencing a 45-50% open rate. By writing in your customer's voice, they trust you and see you as the solution they need.

3. Landing Pages, Sales Pages, Opt-ins, and More

Whether it's a landing page, email, or event brochure, I start with a deep dive into the emotions of your target audience, understanding what keeps them up at night–and what they would pay anything to be free from.

Results of my work include:

➡️ A 5-email sequence that landed a client a $70k contract 
➡️ A homepage makeover resulting in a 44% lift in page conversions
➡️ A 30% boost in opt-ins for a lifestyle program 

Ready to achieve similar results? DM me for more details.

Linda
📩 Email: Linda@TheCopyWorx.com
📞 Text/Call: (949) 233-0450

B2B Copywriter and Marketing Strategist

Helping B2B businesses increase conversions through high-converting copy.

Confession time: I've been living a double life. 😱 

Not in a Dexter kind of way, so no need to get law enforcement involved. I'm ready to come clean. 

Like so many pivots in life, this transformation grew out of frustration...

I am not a complainer. However, all the fuss on this platform over AI and em-dashes, ageism (why is 40 'old' when people running the country are twice that age??), the algorithm, and all the rest of it made me re-evaluate what I wanted to do with my career.

As much as I love bantering on social media, it's been feeling futile. Not fun. 

And if it's not fun, I'm not going to stick with it very long. I've been on this platform for nearly five years consistently and it's time for a change.

I was also getting a hankering to get back to long-form writing - and the thing makes me special that few others can claim = my 15+ years of fitness training + writing for major health magazines + a subject-matter expert for fitness for women over 50.

The result of my soul-searching? I've been writing on Medium. If you're unfamiliar, it's a platform for writers - not copywriters, per se. More long-form (link in the comments). You can find stories about nearly anything. 

As a result, I've split up my brand into two, since my copywriting business is still thriving:

1. My professional identity: conversion copywriter specializing (but not limited to) health and fitness brands - LinkedIn + client work

2. My authority / thought-leader identity: writer, fitness/aging expert with lived experience - Medium

Bottom line: I'll still be here, just not as often. However, I'll check in and leave snarky comments wherever appropriate. 

I'd love if you'd consider checking out my Medium profile and following me there (they have "claps" in place of likes - you can give an article up to 50 claps 😁, which helps me out a lot). 

Check me out there and say hello.

Linda Melone

Social media rewires your brain. 🧠 

Literally.

Clicking from one cat video to the next creates a roller coaster ride of dopamine, making your brain crave more... and more. 

Research proves it.

But like any tool, it can also be used for good.

𝐈𝐧 𝐜𝐨𝐩𝐲𝐰𝐫𝐢𝐭𝐢𝐧𝐠, 𝐝𝐨𝐩𝐚𝐦𝐢𝐧𝐞 𝐢𝐬 𝐚 𝐭𝐨𝐨𝐥. (And yes, it's ethical.)

Persuasive ad copy takes advantage of our brain's desire for novelty and excitement. 

➡️ Storytelling, urgency and emotional language trigger the brain's reward system, nudging them to click, buy or act. 

Want to make your audience crave your offer?

Here are 7 ways to craft dopamine-triggering copy that actually work.

(And for the full breakdown, check out the long-form story in Medium - link in the comments).

Which tactics do YOU use - and which one gets you every time?

P.S. Thanks, William Newing, for alerting me to two missing numbers on the carousel: 1 and 2. At least you know it's not AI. 🤖

Dopamine triggering copy

If AI had a backstory, what would it be? 🤔 

"I was 'born' when a developer (a.k.a. "dad") cobbled together parts of the internet using comments from Reddit, posts on other social media, and millions of message boards, and lots more, threw them into a blender - and I popped out! The rest is history." 

Worst story ever.

Truth is, real human stories are the one thing separating us from AI. 

It's why About Us pages are one of the most visited website pages on a website. 

Visitors want to know who's behind the product or service. 

And it's not just about stats and technical background. It needs to show a bit of personality.

Not necessarily humor, unless that's part of your brand.

But maybe you're a foodie and mountain biker behind the scenes, like William Newing, when he's not consulting people on their real estate decisions.

Or it may be more subtle. Like how you like to take an "old school" approach to your services, like Robin Kim's financial support services.

Whatever it is, use your humanness to relate to your website visitor to build that trust that yes, you'll be working with a real person.

Here are a few tips to get you started...

storytelling for B2B

Our neighborhood goes all out for Halloween (you should SEE some of the other houses). 

I'm not a particular fan of the holiday, but I'm also not a party pooper.

So... in keeping with the neighborhood tradition - Happy Halloween from our house to yours (those are solar-powered eyeballs in the bushes)! 👻

Wanna see something REALLY scary - worse than checking your LinkedIn engagement analytics? 😱 

Yes, that frightening. 

Check out these common copywriting mistakes that cost you customers, clients, and dollars...

taplio

The Battle

Cory Falter

Linda M.

Followers

Posts

Engagements

Likes

Performance ScoreCory Falter's LinkedIn Performance

Performance ScoreLinda M.'s LinkedIn Performance

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taplio

The Battle

Cory Falter

Linda M.

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Cory Falter's LinkedIn Performance

Performance ScoreLinda M.'s LinkedIn Performance

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