(This post is Part 2. Before you read any further, you may want to brush up on the first 5 travel copywriting mistakes that are costing you bookings.)
Here’s a copywriter secret for you: Copywriting is a pretty straightforward kind of deal.
That’s not to say it’s formulaic – the best kind of copywriting depends heavily on the client and target audience – but it is a science.
And that means, there are rules that we copywriters follow. There are definite dos and don’ts. Don’t focus on features. Do focus on benefits. Do spend lots of time brainstorming killer headlines. Don’t rely on clichés and hyperbole. Do keep your writing simple and descriptive.
Etcetera, etcetera.
There are reasons behind these rules. Those reasons are based on buyer psychology, science, user experience, and other tried-and-true copywriting rules, honed over decades of marketing successes and misses.
All this to say, copywriting is relatively straightforward because there’s a mostly-right way (and a mostly-wrong way) to do it. If you deviate from these rules, disaster may follow. The easiest solution: Don’t. Don’t make these travel copywriting mistakes, and you’re already halfway to effective copy that makes connections, appeals to travelers, and gets more bookings. Yes, as easy as that.
It’s been nearly four years since I published the