Yep, you were right – there’s a ton to write, and not enough you to write it.

Your website hasn’t been updated since your initial launch. Your blog is nigh on defunct. Your email onboarding campaign is drafted, but something’s holding you back from hitting the Publish button. Your content to-do list has been growing since 2015.

How did I know that? Because, almost every travel brand I work with expresses some version of this story: Whether you’re a solopreneur or a medium-sized hotel, a vacation rental owner or a niche travel agency, there’s a gaping, sucking hole in the bridge that links the content you have and the copy you know you need.

Bottom line: Your team doesn’t have the time or expertise to write all that “stuff.” (And maybe, you’re not even sure about what “stuff” you actually need.)

And that has sent you on the hunt for a great travel copywriter. That said, you’re not quite sure how to go about your search. You’re don’t know what to look for, once you’ve identified a great candidate. And you definitely don’t know how you could save yourself some money along the way.

I do. Here’s how to get from Point A to Point Bookings. (Couldn’t help myself!)

Quick Look:

• First: How Can a Travel Copywriter Help?
• Step 1: Get an Idea of What You Need
• Step 2: Determine If You Need a Travel Copywriter
• Step 3: Start Your Search
• Step 4: Work Out a Budget
• Step 5: Interview [Each Other]
• Step 6: Make the Most of Your Consult
• Step 7: Review the Proposal
• Step 8: Make Your Decision

But, First: How Can a Travel Copywriter Help?

My job is to make your work life easier.

You probably didn’t expect that answer, did you?

But, it’s true: As a travel copywriter, yes, I have a certain skillset – I write bookings-driven websites; I craft personable and inspiring email campaigns; I draft, upload and publish blog posts; the list goes on! – but my real job is to take the load off your shoulders and serve as your content partner, melding my travel copywriting expertise with your first-hand knowledge.

This isn’t something “just anyone” can do. Slapping “travel copywriter” onto a website, does not a travel copywriter make. Potent hospitality copywriting marries inspirational travel writing with goal-focused sales copywriting.

A great travel copywriter fills in the blanks: What you don’t know how to do, what you don’t have time to do, what you can’t do – I do.

If that sounds like the kind of freelancer you need in your life, then let’s talk about how to find, hire and then, work with the right travel copywriter for YOU.

Step 1: Get an Idea of What You Need

Before you do anything, write a list of all the copywriting you need – of everything from your About page and abandoned cart emails (almost booked, but didn’t) to your blog posts and booking upgrade invitations.

This step serves to visualize your upcoming and/or ongoing copy project(s), while helping you prioritize: what do you want your travel copywriter to do FIRST?

Step 2: Determine If You Need a Travel Copywriter

Here’s an industry secret for you: You don’t need to hire a travel copywriter for every piece of writing you require.

Sometimes, you or your employees – anyone with decent writing chops – can produce solid content, whether it’s a quick blog post or an email about an upcoming discount. You just have to carve out the time.

Because, here’s the truth of it: I don’t want you to waste your budget on a service you don’t need.

By all means, if you have the budget but not the time – and, if you’ve been sitting on a must-do project for more than a month, you probably don’t have the time – then you should hire a copywriter. If you can do some of it but not all of it, then you should hire a copywriter. If you just don’t want to do it, then you should hire a copywriter.

So, when must you hire a travel copywriter? For all your high-priority, conversion-focused copy. Knowing how to write for conversions – how to write to get people to click on “Book Now” – is worth the investment.

Step 3: Start Your Search

Ask for referrals or start googling. Because, the first step in hiring a specialized industry copywriter is to… well, find us!

Obviously (not obviously?), any good travel copywriter with online presence has a command of SEO, as it relates to content. Bear in mind, though, that outstanding writing is more important than “SEO.” SEO is a natural byproduct of good writing. (More on that, in another post.)

Bottom line, SEO-savvy copywriters appear on the first page of Google for your given search: travel copywriter, hotel copywriter, vacation rental copywriter – you’re looking for Page 1, preferably within the first few results.

But, do be sure to google your specific needs. For your specific niche.

Googling for a massive, catch-all phrase like “copywriter,” is too generic to return targeted results and too competitive to allow anyone to showcase their SEO skills. As a comparison, imagine if someone searched merely for “France,” when what they really wanted was a wine tour through France. Be a little more specific, and you’ll get better results.

Once you’ve found a few copywriter candidates, start perusing their websites. I am of the firm belief that the best copywriter-client relationships begin with personal connection. In other words, you should connect with your future copywriter’s own website writing. A copywriter’s past work should resonate with you. You should really get a feel for who they are.

You should like your travel copywriter. After all, we’re going to be talking a lot!

Step 4: Work Out a Budget

I know – how can you “work out a budget,” when you have no idea of how much travel copywriting costs?

The key is that you do know approximately how much you can afford: How much are you willing and able to invest in your copywriting and marketing? Do you have $1,000? $1,500? $2,000? More than that?

What is your budgetary “happy place”?

Sharing your budget with your copywriter doesn’t mean you’ll spend your entire budget. What it means is that your copywriter can shape your project to suit your budget, if there are financial constraints or considerations.

In other words, hashing out a budget in advance prevents a lot of back-and-forth and cuts a quicker path from project ideation to project completion. It streamlines the process of hiring a travel copywriter. Because, bottom line – I will do everything I can to fit our project to your budget.

(Still wondering what copywriting costs? It’s all over the map. I can tell you that quality copywriting doesn’t cost $5 or even $100, no matter what sites like Elance and Upwork seem to suggest. I can also assure you that you can hire a great travel copywriter for less than $500-$1,000/day or the $10,000+ per site the big guys charge. Think of me as the happy medium.)

Step 5: Interview [Each Other]

Personally, I love this step of the process: The initial consult should FUN.

I really enjoy getting to know you. I love discussing your goals and wish-lists, priorities and must-haves. This is the chance for us to get to know each other.

Because, you should feel comfortable with me. You’re putting important copywriting into my hands; you should feel confident in that choice. You should also feel confident that I’m excited for your project. You’re not just another client; you’re my next client and I can’t wait to work on your project!

Likewise, I should feel comfortable with you. I need to hear your speaking voice, because it’ll come back in my writing voice. I want to know you and also, I want to be sure we’re a good fit.

So, choose a travel copywriter who offers a free and comprehensive consult. No strings. No pressure. Consider it a sign of good faith: A free copywriting consult lets you test the waters and see if you’re a good fit.

Bottom line: Copywriting is a relationship. Sometimes, it’s a long-term relationship. We need to trust each other!

Ready to jump-start our relationship?

Book Your Consult

Step 6: Make the Most of Your Consult

Be prepared. That’s my advice.

Before your consult, review the list you compiled in Step 1. Prioritize. Because, your consult is the time to share those priorities. To discuss what’s advisable. To determine how much as possible. It’s also the time to share your budget, so your copywriter can build your project around your budget.

Likewise, a good copywriter will also prepare for your consult. For example, before a consult, I’ll ask you a bit about what you have in mind, what you don’t like about your current copy/content, and for any relevant links. I’ll dig into your website and any other resources you’ve given me. I won’t come in cold.

And, throughout our consult, let’s get to know each other a bit. We should get along. You should feel comfortable with me. (And I, with you.) Because again, a personal relationship is the cornerstone of a solid copywriting relationship.

Bottom line: The best thing you can do during a consult is share your Step 1 (what do you need?) and Step 4 (what’s a comfortable budget?). The best thing I can do during a consult is explain how I can help, and determine whether I can fulfill your Step 1 with the budget from Step 4. Then, we’ll get to know each other. And from there, we’ll know if we’re a good fit.

Step 7: Review the Proposal

By now, you’ve spoken with a few copywriters. You’ve verified their expertise in your niche. You’ve perused their samples and past work. (If necessary, you’ve asked for more.)

You’ve talked. And, you feel comfortable.

You’re almost ready to hire a travel copywriter. But first, the official proposal. A professional travel copywriter will always provide you with a comprehensive project proposal. Here’s what to look for:

• Project Specifics: Your project proposal should be broken down into individual and specific copy deliverables. Each item should be detailed clearly.
• Project Price(s): Next to each copy deliverable or packaged deliverable, the cost should be clearly specified. Some copywriters charge per hour – typically, $50 is the minimum for novice copywriters, while experienced copywriters charge $100-$250+ per hour – although I prefer to work by the project, as that gives you a bottom-line price. There are no unexpected or unbudgeted expenses, when you hire by the project.
• Project Terms: Pay close attention to the project terms, including payment terms and edits: Does your copywriter include only one round of edits? How much do they require to start your project? Personally, I require 50% to start and project and every project includes all required edits: we’re not finished until you’re satisfied.

Notably, if funds are tight, a reasonable proposal may not squeeze every wish-list item into your given budget. Your project cost should match your copywriter’s experience level. A project cost that far exceeds your stated budget (provided you stated one) is as much a warning sign as a too-good-to-be-true project cost. Sometimes, inexpensive is just cheap.

If you have any additional questions for a copywriting candidate, send an email. A good copywriter will be happy to answer your follow-up questions!

Step 8: Make Your Decision

The big moment has finally arrived: It’s time to hire a travel copywriter.

Really, the decision comes down to you: Who do you feel is the best fit for you and your business? Weigh considerations like availability and cost, and take into account how comfortable you feel with each copywriter.

Your choice resides in that happy middle-ground – with the copywriter who “gets” you, who has expertise in the copy you need, and who can make your budget work (or, who can work your budget).

Now, it’s time to make some copywriting magic.

Book a Free Consult

Want to see if we’re a good fit? Then, let’s set up a free, 30-minute consultation. We’ll talk about what you want to talk about: your website, your blog, your email marketing… And then, we’ll talk about how to create killer copy and increase bookings.

Your consultation is completely free. I won’t pressure you to book my services. Let’s just talk and see if we’d be a good fit. Let’s get comfortable with each other.

Book Your Consult

The post How to Find, Hire and Make the Most of a Great Travel Copywriter appeared first on The Travel Copywriter.

Anyone who has prolonged contact with the elementary set, knows: kids are compact, opinionated powerhouses of wisdom.

They know who they are, even as they grow. They are headstrong, yet willing to learn. They flirt with pushy, but (almost) never take “no” for an answer. At least, not the first no.

They learn from us. And, we learn from them.

So, I thought I’d have a little fun with this post: Inspired by my own little person – and all the lessons he has taught me, over the years – I thought I’d share just a few of the many insights he’s provided into effective communication, human psychology, and the power of giving it your best shot.

From the importance of “no!” to the power of “why?”, here’s my take on a few lessons the world’s youngest residents can teach us about successful hotel copywriting and travel marketing.

Quick Look:

• Lesson #1: Always Ask Why
• Lesson #2: Avoid the Passive Voice
• Lesson #3: Don’t Obsess Over Perfect Grammar
• Lesson #4: Why So Serious?
• Lesson #5: Learn From Those Who Know
• Lesson #6: Be Your Best Self
• Lesson #7: Embrace Your Inner Skeptic
• Lesson #8: Throw Yourself Into It
• Lesson #9: Provide an Incentive
• Lesson #10: Practice, Practice, Practice
• Lesson #11: Keep it Simple
• Lesson #12: Don’t Be Pushy
• Lesson #13: Challenge Your Assumptions
• Lesson #14: Go for the Ask

Lesson #1: Always Ask Why?

Kids are great at asking questions. Most famously, “why?”

Why, indeed. Why? is a core element of great travel and hotel copywriting: If you can’t answer why, then you need to go back to the drawing board.

Here’s why (see what I did there?): Hotel copywriting is writing with purpose. You have a goal in mind (or, you should), whether it’s to woo travelers or to get them to hit that Book Now button.

So, before you write a piece of copy, first consider its goal: What purpose does this copy serve? In other words, why are you writing it? This goal informs that specific piece of travel or hotel copywriting.

For example, the goal of your homepage is (probably) not to make an immediate sale, but rather to introduce travelers to your hotel and destination. Therefore, as you write your hotel’s homepage, do it in a way that leads travelers down a logical path: see our rooms, get to know our destination, see what makes us different from the next guy. Know your copy goal, and you’ll know what to write.

Bottom line: Before you dive into the what or the how or the when, always ask yourself, “why?” And then, answer that why, before you move on to the actual copywriting.

Lesson #2: Avoid the Passive Voice

I know – this one’s a little esoteric. But, bear with me.

A 5-year-old probably can’t define the term “passive voice,” but I can (almost) guarantee she doesn’t use it. Think about it: When was the last time you heard a kid say, “my toy was stolen by John!” Nope – kids get straight to the point: “John stole my toy!”

Powerful travel copywriting is all about being straightforward, concise and clear. More specifically, the active voice paints a more vibrant mental image – and is, therefore, a huge benefit to your hotel copywriting. Consider this:

“Wildebeests, by the millions, storm over the Serengeti – and the deep, bone-rattling rumble of six million hooves reverberates through your safari seat to imprint upon your soul. Long dreamed, the moment is finally here.“

Versus:

“The Serengeti is covered in a storm of wildebeests, by the millions – your seat is reverberating with the deep, bone-rattling rumble of six million hooves, a feeling that will be imprinted on your soul. This moment was long dreamed of by you and now, it’s finally here.”

Which has more power? The first – the active voice. Not only is it more concise, but its active verbs also prod your imagination into multi-faceted, sensorial mental imagery. So, whenever and wherever possible, use the active voice. (Side note: The passive voice does have its place.)

Bottom line:  If you don’t know whether to choose active or passive voice, read them both aloud and see which is more powerful. You’ll make the right choice. And, that’s always better than the right choice being made by you. [Wink, wink]

Lesson #3: Don’t Obsess Over Perfect Grammar

Look. I’m not saying that good grammar isn’t important. (It is.) What I am saying is that perfect is the enemy of good enough.

Kids aren’t afraid to make mistakes. They say things like “I goed” instead of “I went,” or “I won you” instead of “I beat you.”

You shouldn’t be afraid of mistakes, either. Trial and error is how we, as humans, learn. The more you practice good writing, the better you’ll get at it.

Here’s a hotel copywriting secret: My first drafts aren’t perfect. I have typos. Sometimes, my written, rewritten, and rewritten again sentences get their subjects and verbs mixed up. My keyboard has a sticky n. But, I write anyway. Power through. Because, hammering out that first draft is good enough.

Bottom line: Do as kids do: Go for it. Perfect grammar is for your final draft.

Lesson #4: Why So Serious?

The professional world is not as serious as it once was.

Take this post, for instance. A mere 20 years ago, it would have been more Strunk & White than conversational. But today, in 2019, I can write like I speak. I can have a personality. I can sound like a real person, instead of a perfectly buttoned-up robot.

Kids know that serious often equates to boring. That’s why we always try to “make learning fun!” It’s basic human psychology: If something is fun, we’re more willing to engage.

Humans, even of the adult variety, crave emotional involvement. We want to personally identify with what we read. Especially when it comes to travel. Travel is something we look forward to. It’s something we enjoy. It’s something we can’t wait to do.

That’s why your travel or hotel copywriting should never be boring. Your room descriptions shouldn’t taste stale. Your destination descriptions shouldn’t fall flat. Even when you’re targeting the more serious business travel crowd, your copywriting should be vibrant and sensorial, conversational and emotionally relevant.

Bottom line: If your copywriting doesn’t “ensnare the senses” (I see you, Professor Snape!), then there’s something wrong. Add a bit of humor. Throw in some pizzazz. Loosen the tie and unbutton that collar. We’re talking the business of travel, after all!

Lesson #5: Learn From Those Who Know

When it comes to bettering themselves, kids have a wonderful, admirable humility: they are willing to learn, wholeheartedly.

In fact, this is one of my favorite things about my own little person: he takes constructive criticism in perfect stride. Of all the lessons on today’s list, this is the one I love the most, because it’s applicable to so many areas of life – including my own travel and hotel copywriting.

When it comes to copy, take away the ego – “I already know how to write/what I want to write” – add in a strong desire to craft better, stronger copy, and you’re well on the way to potent copywriting.

Don’t be intimidated by the experts. Don’t fight them, either. And, get excited; this is an opportunity to learn, grow, and continually improve your copy. In other words, to get better results out of your hotel copywriting.

Bottom line: You’re never “finished” with learning. Your hotel copywriting can always benefit from improvement and your hotel can always benefit from a fuller calendar. And remember, if you don’t have the time or the drive, you can always hire a hotel copywriter (that’s me!).

Lesson #6: Be Your Best Self

While we’re on the topic of things I love about my own kiddo, I deeply admire his desire and constant drive to be the best version of himself.

Every day, kids make huge efforts. They strive to count higher, subtract more digits, or land more soccer goals than the day before. Kids, by default, strive to improve on their previous best.

Here’s the tough, but real deal: your travel copywriting will never be “finished.”

Not only will you require several version drafts, plus a final draft, but you should also review your published copy, at least once per year. Why? Because, things change. Consumer expectations evolve. Web conventions morph.

Bottom line: What qualified as “great” copy in 2017, may not work as well for your 2020 audience. If you want to keep your calendar full, then regular updates to your copy are a must.

No time? Need some help?

Update Your Travel Copywriting

Lesson #7: Embrace Your Inner Skeptic

Kids are the ultimate skeptics. After all, their job is to explore and understand the world. In that pursuit, they’re constantly asking, questioning, and challenging the facts as we know them: Why do I have to eat my vegetables? Why does it rain? Why should I believe you?

Side note: Don’t confuse this lesson with #1, above: Whereas Lesson #1 asks why you’re writing what you write, Lesson #7 reminds you to put yourself in travelers’ shoes: they also want to know why, but of a different sort.

Travel is a very specific beast: Unlike most products on the market today – say, a new kind of mop – travel purchases are expensive, don’t usually carry a satisfaction guarantee, and cannot be tested prior to purchase (or returned, afterwards). From a traveler’s perspective, they’re high risk.

Travelers learn about you based exclusively on online reviews, descriptions and photos. As they read, they’re looking for the why: Why should they choose you? 

Because, there’s a lot of choice out there – a dozen, a hundred “comparable” hotels. What sets you apart from all those “comparables?” Because, trust me, only you truly understand why they’re not comparables. Without good copywriting, you’re just a list of similar amenities.

So, always, the question is why: What makes your hotel different? Your hotel copywriting should ALWAYS tell travelers why they should stay with you.

Bottom line: Be convincing. Offer proof. And be sure the traveler’s why? is clearly answered.

Lesson #8: Throw Yourself Into It

You know how kids throw themselves into things?

You know who I mean: the kids who read a full graphic novel series in a weekend. The teens who power through an 18-hour PlayStation marathon. The enthused post-birthday girl who completes a 1,000-piece Lego set in a weekend. Kids are excellent at obsessing over the things they love – the things they want to perfect.

We can learn from kids.

Have you ever heard of NaNoWriMo? Short for National Novel Writing Month, NaNoWriMo encourages aspiring novelists to just write. Go for it. Seriously – just WRITE. Don’t worry about being perfect. Just write!

Copywriting is a bit like this. Don’t get caught up in analysis paralysis. Just write. Carve out a couple of days – full work days – to sit down and power through it. Just write. Don’t worry about being perfect. Just write.

Bottom line: Obsess over your hotel copywriting. You won’t keep everything you write, but you’ll keep some of it. And some of it will be great. Do this a couple of times a year and, slowly, you’ll build a site that hooks and books travelers. That’s copy that converts.

Lesson #9: Provide an Incentive

Kids know that the hard stuff is better when it comes with a reward. They earn a free book-of-their-choice from a challenging (but awesome) summer reading program. They get a lollipop after a tough visit to the doctor’s office. They earn privileges through good behavior.

People, small and big, appreciate a good incentive. Incentives help us get over our objections. Incentives make it easier to say yes.

If you think that your simple travel calls-to-action – Contact Us, Book Now, Inquire – aren’t the hard stuff, then think again: taking that first step can be the biggest leap a traveler will make.

Your job is to get them to make it.

So, employ easy, why-wouldn’t-you-take-them? incentives: Offer a niche travel guide in exchange for an email address. Make your availability calendar visible online, in real time. Display your current discounts in a prominent location. Offer online chat, a contact form with minimal requirements, or other ultra-simple method to get in touch.

Bottom line: Incentives make the world go round. Make it easy for travelers to say “yes” to your hotel. Make it impossible for them to say no.

Lesson #10: Practice, Practice, Practice

Forget the promise of “practice makes perfect.” Perfection is too lofty a goal. It can stop you in your tracks, before you even start.

So, let’s focus on “practice makes better.”

Little kids are good at this. They don’t seek to paint a photorealistic cat; instead, they just want to draw the cat better than they did last time.

Kids’ whole lives are about practice: They practice eating with utensils. They practice picking out their own clothes. They practice their handwriting. And then, they keep practicing.

Hotel copywriting is like that: It takes a lot of practice to get good. So, get started. Now. Because, the more you practice – the more you try writing with a goal, writing for bookings, writing for conversion – the more goals you’ll fulfill, the more bookings you’ll get, the more conversions you’ll see.

Bottom line: There is no time like the present. Writing is like a muscle: You must exercise it to get better. And better is how you achieve your goals. Not your forte? You can also exercise your option for some help!

Get More Bookings

Lesson #11: Keep it Simple

When’s the last time you heard a kid utter a 15-word sentence full of 5-syllable words? Unless she’s precocious, the answer is never.

Kids speak simply. They’re not caught up with “sounding smart.” They say what they mean, no need to edit into something more complex.

Travel is not a technical subject. Therefore, your travel copywriting need not be complex.

Why say, “Our job is to facilitate your pre-trip planning. We take pleasure in being of assistance. Let the planning commence!”

When you could say, “Need some help planning your vacation? We love our destination – and love sharing it with you! Get started planning.”

Write the way you speak – in simple language. And, if you think your hotel copywriting could use some simplification, run it through an online readability test. Green means go.

Bottom line: Simple language doesn’t make you sound simple; it makes you sound relatable. And, relatable is good.

Lesson #12: Don’t Be Pushy

When was the last time that insistence worked on a stubborn kid? Nigh on never, if my headstrong mini-me is any example!

No one likes to be strong-armed. No one loves the stereotypical used car salesperson. No one wants to be sold to. 

Today’s travelers are savvier than ever before. The pick up on your sales tactics and psychological triggers. They don’t want to feel like you’re trying to pull the wool over their eyes. They want the truth and then, they want to make their own decisions.

So, instead of being pushy, be convincing. Have a conversation. Demonstrate why and how you are the right decision. Be a friend and an advocate.

Bottom line: Approach your travel copywriting back-to-front – from the foregone conclusion that travelers will make their own, informed decisions. In other words, you’re not trying to force them into a decision, but rather providing proof that they’ve made the right one.

Lesson #13: Challenge Your Assumptions

You know the expression, “to walk a mile in someone’s shoes”? Copywriting is exactly like that.

Starting somewhere around preschool, kids get really good at empathy. They’re learning about emotions and their new friends – and about how to be a friend. They ask why Friend A is sad or Friend B got scared at the sleepover. They want to understand human motivations, even if they don’t phrase it as such.

Successful hotel copywriting is about seeing the world – your world – as travelers do. And, often, they have a different point of view than you do.

So, put aside your beliefs and assumptions. Don’t expect travelers to know what you know, or to understand what you understand. Embrace a sense of wonder. Because your travelers already have.

Bottom line: See your hotel (and destination) through the eyes of your target audience. Powerful travel copywriting isn’t about how you see the world, but how they do.

Lesson #14: Go for the Ask. And Then, Ask Again.

I know, I said not to be pushy. And that’s still true. But, even 3-year-olds know that the firmest “no!” can be negotiable.

Hotel copywriters know that, too.

To be clear, I’m not saying you should push for a booking, over and over. Because, that would be the definition of pushy. It would turn travelers off.

What I am saying is that you can go for the ask – all your myriad asks – in different ways, in different locations throughout your site. Place your CTAs organically and logically and see how well they work.

Bottom line: Your site needs more than one call-to-action. And your copywriting should ask in more than one way. Phrase your asks in non-pushy (in other words, helpful and logical) language, and place them in the right spots, and more travelers will take you up on your offer.

Not sure how to get that perfect phrasing and placement?

Book a Free Consult

(See what I did  there? )

4 Ways to Use These Lessons Right now

1. Run a content audit: Head over to your website (your email newsletter, your blog, your everything) and assess your content based on the lessons above: Swap passive voice for active voice. Cut the complication. Employ various calls-to-action. Be better.
2. Start writing: Throw yourself into writing new content. Don’t worry about the details; just get started. If not right now, then carve out some agenda space right now. The point is to do it.
3. Ask questions (or comment) below: Comment below (or email me) with your questions. Share your findings. Let’s talk better hotel copywriting.
4. Take the next step: Ready to take your copy to the next level? Request a free consult and let’s chat.

The post 14 Travel + Hotel Copywriting Lessons We Can Learn from Kids appeared first on The Travel Copywriter.

Thumb though most travel writing and you’ll notice something: certain words and phrases are used over and over and over. Like a cheap… well, never mind; that’s another cliché entirely.

It goes a little something like this: All views are spectacular. City centers always seem to be bustling hubs. Every church, bridge and B&B is charming. Markets and cultures are invariably colorful.

And if not that, well – you have your synonyms. Beautiful. Crystal clear. Stunning. Quaint.

Except, we know these descriptors can’t always be true. Anyone who travels knows that some views are marred; some downtowns feel claustrophobic; some oceans are muddied; some bridges are crumbling; and in some markets, the stench is more memorable than the sights.

Imagery is paramount in travel writing. (So is accuracy, to be clear.) The question is – is imagery as important to travel copywriting?

Travel writing and travel copywriting are two different beasts, after all: The former is creative nonfiction; the latter is marketing with purpose (aka, a goal in mind). That said, when it comes to description, travel writing and travel copywriting are very much the same: you want to hint and entice with your words.

The question is, whether you’re updating your hotel’s website, brainstorming your latest blog post, or penning a new itinerary for your travel agency, is your copywriting word choice as important as spelling out your amenities, getting in a few SEO keywords, and inserting your travel calls-to-action?

In short, the answer is YES. A huge (and hugely emphatic) yes.

But, maybe not for the reasons you think.

Travel Clichés: 2-D Descriptors in a 3-D World

Travel writers, not to mention the readers of good travel writing, frown on clichés because they’re unoriginal. They demonstrate a lack of creativity and fail to communicate the essence of the place they’re meant to describe.

Worse, they mean nothing. When everything is stunning or sun-kissed, then stunning and sun-kissed lose their power of description.

But again, that’s not really the point of this post. Because, we’re not discussing travel writing; we’re talking about travel copywriting. And again, travel copywriting is great travel writing with purpose: powerful marketing, clothed in the emotive language of travel.

And that’s why it’s so important to be real. In travel copywriting, you must focus on concrete specifics – the real deal – if you want to catch a traveler’s attention.

Clichés are not the real deal. So, even if your views are spectacular or your B&B is charming, find a different way to say it.

I could end this post right here. Because, this is the first and final takeaway: Always choose real, detailed description over a travel cliché.

If this all feels a little overwhelming, then here’s the best part: Scrubbing your content of travel copywriting clichés isn’t complicated. It’s not even hard. Promise.

Powerful Travel Copywriting = Description, Not Clichés

Better travel copywriting is the absence of clichés. Clichés don’t sell; all they do is label. They leave no room for depth or emotion, detail or interpretation.

Remember: the power’s in the showing, not the telling. See the difference:

Example: “Our spectacular (cliché) beach offers something for everyone (cliché).”

Better Version: “Beneath the fractal shade of native palm trees, Our Destination is the kind place that makes you willingly forget the snooze button. This family-friendly, toes-in-the-sand enclave is a postcard of manicured beaches, wild botanical gardens, and whitewashed façades that add up to the castaway vacation you’ve been seeking.

So, sit down and stay for a while. Grab a complementary boogie board or snorkel gear, and enjoy our gentle waves and living reef. Sun loungers beckon the perfect spot to enjoy your long-awaited vacation read. And, just down the sand, children splash in the protected natural pool.”

… See the difference? (Literally.) There is power in detailed, accurate and un-clichéd description.

Hall of Shame: 7 of the Worst Clichés in Hotel & Travel Copywriting

I’ve previously covered four of the world’s worst travel clichés, so why not go for seven more? Without further ado:

1. Rich History (Synonym: Vibrant Culture)

16.8 million results in Google (Storytelling power: 0)

We’ve all heard it, over and over (and oooooover) again: No matter where you’re headed, the guidebook guarantees it has a “rich history.” Of course, it does; the world is, quite literally, covered in rich history.

Do this instead:

Don’t quote a cliché; tell an intriguing history: “Spanish Colonial heritage lives on through cobblestone streets, chasing you into centenarian courtyards and up cathedral bell towers. This is the land of the Maya and the Conquistadors, home of sacred jade and Central America’s first capital.”

The first is a vague idea; the second tells your visitors what they’ll see, do and experience. And that’s far better, no question.

2. Best-kept Secret (Synonyms: Hidden Gem, Unspoiled Gem & Off the Beaten Track)

17.4 million results in Google (Storytelling power: 0)

Most of us are guilty of this one: “best-kept secret” has a lovely, romantic ring to it. And, I do love the idea of an in-the-know/locals only/hidden gem destination.

But, the thing is, there are few best-kept secrets left in the travel world. More to the point, if you’re writing about them to any sort of audience, then they are, by definition, officially no longer kept.

Do this instead:

Don’t say something that means nothing – or, worse, is untrue. Instead, say something with meaning. This is one case where synonyms can be your friend: Remote, secluded, quiet – these are all descriptive and, while not superlative examples of beautiful travel writing, perfectly functional.

Want to go the extra mile? Turn your best-kept secret beach into what it really is: “Located down a sandy rainforest path, XY Beach is a place few know about – and that even fewer are willing to make the trek to visit. Be that fewer, because it’s worth it: powdery sands, a protected cove, the shaded respite of floppy sea almonds.. and, likely, not a single other beach-goer.”

Again – if everyone says it, the word (or phrase) loses its meaning. And an “incredible view” carries the collective weight of zilch, in today’s written word.

Do this instead:

Whenever I’m tempted to use one of these ho-hum descriptors, I ask myself: What makes this view incredible? What heartstring does it tug, what emotion does it evoke? Because, that’s what you should write about.

So, for example, instead of promising that the scenic viewpoint offers “incredible vistas,” I could say: “If you’re going to stop at any scenic viewpoint, make it at Mile Marker 32: A short (50-yard) walking path leads down to a craggy outcropping, where obstructions to the view evaporate to reveal 220º of rolling mountains, cattle country, and – if you’re lucky – a lifting mist that feels more fairy tale than modern day.”

The post 7 More Travel Clichés to Scrub from Your Website appeared first on The Travel Copywriter.

You’re invited! I am very pleased to announce my upcoming collaborative webinar, Market Your Travel Brand with [Compelling] Storytelling.

I’ll be joined by Mimi Mudd, a spa and yoga consultant to boutique hotels, vacation rentals, and other travel businesses. We hope to see you there!

Webinar Date: February 26th, 2019

Webinar Time: 10 a.m. PST / 12 p.m. Central (Costa Rica) / 1 p.m. EST

We’ll Discuss: 

• How to craft a great story – specifically, your brand story;
• How easy-to-implement service upgrades can revolutionize your story;
• How to identify the guests who care; and
• How to convert genuine interest into bookings

→ Register Here ←

More Details:

Humans crave stories. Stories are the framework to understand our world. Stories are the best way we know to spread ideas.

Conclusion: If you’re not telling stories, then you’re not marketing your brand. Period, end of story. Literally.

In no industry is this more true than in the travel industry. Without storytelling, you are not a travel brand. Instead, you are a travel product, a mere commodity. You are a checklist of features and amenities – nothing more.

Tell your story, and you are something else. You become a brand. You are the story that travelers tell themselves, to justify the purchasing decisions they want to make.

So, the question is – how good is your story?

The post Do You Want to Tell a Better Travel Story? appeared first on The Travel Copywriter.

Think about the last really great movie or book you enjoyed. I’m talking about one that really pulled you in – real life fell away, you could hear nothing but this new world, and you forgot to eat or sleep. You escaped.

Escape is a wonderful feeling, especially when it comes to travel. Because travel is escape. When people search for travel – when they research their travel purchasing decisions – they’re already in the escape frame of mind.

That makes you lucky.

Travel brand storytelling is easier than most brand storytelling. After all, it’s easier to get someone excited about a wellness retreat in Costa Rica, than it is to sell them on a new brand of orange juice or a vacuum cleaner. Sure, they may be searching for a new brand of orange juice or a different model of vacuum cleaner – they may even be willing to put some time, energy, and a squeeze of excitement into that research – but travel is in a whole different istanbul escort league.

Travel is inherently sexy. We want to be sold our travel dreams.

But, easier doesn’t mean easy. Travel brand storytelling isn’t easy. Your story must resonate with travelers, if it’s going to work for you. Your story must appeal to the logical brain and charm the emotional heart. Your story must compel a purchase decision.

And that’s where travel brand story-selling comes in.

Story-Selling: What’s Your Travel Brand Story?

When marketers talk about “brand storytelling,” what they really mean is storyselling.

In other words, storytelling is the art of crafting your brand narrative around the story that travelers already tell themselves – the internal monologues they use to justify the purchasing decisions they want to make.

Or, let’s try it this way: Your travel brand story fulfills the needs of the logical brain – “how can I (or why should I) justify making this purchase?” – while simultaneously lodging itself deep in the dreamy heart, where purchase decisions are actually made.

The trick – and actually, “trick” is a terrible word, as this is the exact opposite of a trick – is to be authentic. Because, when we get down to it, all marketing – all good travel marketing, that is – is not B2C (business-to-consumer) but rather H2H (human-to-human): You are one human, connecting with another human. Hopefully, on a deeply emotional level.

No fibs. No lies. No glossing over the truth. If your travel brand story is completely honest, it will honestly resonate with the travelers it should. The people most moved by your authentic story, are the guests most delighted with your travel experience.

And that is the definition of storyselling: brand storytelling that is authentic, that is true, and that is deeply emotional – a one-two punch of logic and emotion. Once you’re through with this story, neither brain nor heart can imagine any travel experience but yours.

How to Craft a Compelling Travel Brand Story: Steps 1 & 2

Yeah, I said “Steps 1 & 2.” Implying that there are more to come.

We all have to start somewhere.

Because, here’s the thing: Travel storytelling isn’t complicated, but it is complex. There are many components.

It all starts with two questions: What makes you remarkable? and Who is your happiest traveler?

Or, if you want to get into industry speak, what I’m really asking is, What are your USPs? and Who are your guest avatars?

At the intersection of both: your travel brand story.

Yes, it’s that easy; that’s why I say it’s not complicated. But, there are many steps between here and there; and that’s why I say it is complex. Rome was not built in a day, and neither is your compelling story.

So, for now, let’s leave it as this: What makes you remarkable? and Who is your happiest traveler?

HOMEWORK

It may have been awhile since your last homework assignment – although, am I the only one who still has nightmares of forgetting an important assignment or, GASP!, walking into class only to discover it’s midterm day and I didn’t study?! just me? okay… – but I promise, this assignment will be worth it.

Set aside some time to read about travel brand USPs and guest avatars (aka personas). Don’t phone it in. Really dig in. Write them down.

And then, if you’re game, please post in the comments what you come up with. Or, just post your questions; I’m here to help.

SHHH! ↓↓↓ STORYTELLING SECRET BELOW ↓↓↓

You’ve made it all the way here, which means you’re genuinely interested in storytelling for travel. Well, then here’s a sneak peak – a pre-invite invitation to an upcoming free webinar, Travel Brand Storytelling. Reserve your spot today!

The post Travel Storytelling – or Story Selling? appeared first on The Travel Copywriter.

For time immemorial, humans have told stories. Gathered ’round the fireside, on the laps of our parents, agog before a museum painting, in the embrace of a favorite reading chair – we crave stories and how they make us feel.

Be they the lyrical prose of epic poems or crudely scratched paintings on cave walls, beautifully bound tomes or water cooler chat-worthy Super Bowl ads, we love stories. Stories are the framework to understand our world and to spread ideas.

Even if I didn’t say that stories are necessary for human survival or mention the most recent neurological research behind stories, you’d already know – we, as humans, seek out great stories.

You – yes, you – did it. When you were little and every once upon a time captured your attention. When you were a little older, and you became engrossed in your first favorite TV or book ataşehir escort series. And even now, when a good TED Talk gets your click. You, we – all of us – we love a good story.

And so, it should come as no surprise that your travel marketing needs stories.

It’s what The Industry calls “brand storytelling” but more importantly, it’s what you should call your own.

Because, in no industry is this more true than in travel. Storytelling is a direct connection with travelers. It is how you say “I am what you’re seeking.” My hotel, my vacation rental, my tour, my travel – this is the story that fits your existing internal travel narrative.

Without storytelling, you are not a travel brand. Instead, you are a travel product, a mere commodity. You are a checklist of features and amenities – nothing more. Easily substituted.

Tell your story, and you are something else. You become a tangible, dream-worthy, reachable travel goal. You become a brand. You are the story that travelers tell themselves, to justify the purchasing decisions they want to make.

I promise to dive deeper into the subject of storytelling for travel brands but, for the moment, I’ll leave you with this: 16 curated storytelling quotes, to inspire your own travel brand storytelling:

16 Quotes (+ My Takeaways) to Inspire Your Travel Brand Storytelling

1. “Most people can’t hear until they’ve been heard.” ~ Red Scott, Businessman

Takeaway: Travel brand storytelling starts with a traveler: Who is listening to you?

2. “The purpose of a storyteller is not to tell you how to think, but to give you questions to think upon.” ~ Brandon Sanderson, Author

Takeaway: Tell a great story, but leave a little mystery in it.

3. “You may tell a tale that takes up residence in someone’s soul, becomes their blood and self and purpose. That tale will move them and drive them and who knows that they might do because of it, because of your words. That is your role, your gift.” ~ Erin Morgenstern, Author

Takeaway: Travel is transformative. Moving travel stories can be the same.

4. “It’s like everyone tells a story about themselves inside their own head. Always. All the time. That story makes you what you are. We build ourselves out of that story.” ~ Patrick Rothfuss, Author

Takeaway: Be sure your stories build travelers.

5. “Marketing is no longer about the stuff that you make, but about the stories you tell.” ~ Seth Godin, Author, Entrepreneur & Marketer

Takeaway: The story you tell about your hotel/vacation home/tour/etc. is more important [in marketing] than the hotel/vacation home/tour/etc. itself.

6. “There’s always room for a story that can transport people to another place.” ~ J.K. Rowling, Author & Screen Writer

Takeaway: Write your stories to transport travelers to you, and only you.

7. “Sometimes reality is too complex. Stories give it form.” ~ Jean Luc Godard, Film director & Screen Writer

Takeaway: Hone in on a traveler’s story, and then give it form with your own.

8. “The world is shaped by two things – stories told and the memories they leave behind.” ~ Vera Nazarian, Science Fiction and Fantasy Writer

Takeaway: Tell a story that is memorable; travelers will be more likely to remember you.

9. “Stories tell us of what we already knew and forgot, and remind us of what we haven’t yet imagined.” ~ Anne L. Watson, Author

Takeaway: Spark imagination.

10. “People think that stories are shaped by people. In fact it’s the other way around.” ~ Terry Pratchett, Author

Takeaway: Your travels stories can shape purchasing decisions.

11. At its very core, marketing is storytelling. The best advertising campaigns take us on an emotional journey – appealing to our wants, needs and desires – while at the same time telling us about a product or service.” ~ Melinda Partin, Multimedia Producer & Digital Marketing Director

Takeaway: Travel is emotional by nature, so be sure to stoke that fire.

12. “Story is a yearning meeting an obstacle.” ~ Robert Olen Butler, Author

Takeaway: Inspire yearning, then be the solution to overcome the obstacle.

13. “Storytelling reveals meaning without committing the error of defining it.” ~ Hannah Arendt, Political Theorist & Philosopher

Takeaway: Never define or confine; tell an open-ended travel story into which travelers can insert themselves.

14. “We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.” ~ Jonathan Gottschall, Author

Takeaway: Be the dream travelers tell themselves at night.

15. “I think the best stories always end up being about the people rather than the event, which is to say character-driven.” ~ Stephen King, Author

Takeaway: All travel brand storytelling begins with your personas.

16. “Storytelling wasn’t about making things up. It was more like inviting the stories to come through her, let themselves be told.” ~ Jennifer McMahon, Author

Takeaway: Be authentic. The stories will come.

Shhh! ↓↓↓ Storytelling Secret Below ↓↓↓

You’ve made it all the way here, which means you’re genuinely interested in storytelling for travel. Well, then here’s a sneak peak – a just-here-and-nowhere-else invite to a joint upcoming free webinar, Travel Brand Storytelling. Reserve your spot today!

The post 16 Quotes (+ Takeaways) to Inspire Travel Brand Storytelling appeared first on The Travel Copywriter.

Want more bookings? Then, this Facebook group is for you.

Yes, you – for all you small-business owners in travel & hospitality. For the hotels, the vacation rentals, the travel & tour agencies, and all you other tourism and hospitality businesses that want to fill your calendars.

This is for everyone who wants to grow a business through a better website, better copy, and better content marketing.

For anyone who has ever felt overwhelmed by all the you-musts and you-shoulds of building, maintaining, and growing your own website.

This group is dedicated to all things travel copywriting and travel content marketing – from creating killer calls-to-action and writing for organic (unpaid) SEO goals, to sending more effective email marketing campaigns and blogging for bookings.

Ask questions. Share challenges. Revel in your istanbul escort successes.

Because this group is for you.

The post Just Launched: Facebook Group for Travel Copywriting & Content Marketing appeared first on The Travel Copywriter.

Did you know that 95% of website visitors (= your potential guests) only look at the first page of search results?

Even more sobering, 50% of all clicks go to the top 3 results: Google Page 1, results 4-10… well, they’re not as powerful as they used to be. So, how do you climb to Google Page 1, top 3 results? With content marketing, that’s şişli escort how.

Content marketing for travel is all about climbing to the top of the pile (even if it’s a small pile – more on that in the guide), so you can choose the right keywords, pull more website traffic, get more bookings, and grow your hotel, vacation rental, or other travel business.

And that’s why I’m so excited to announce my new, free guide: How to Use Travel Content Marketing to Grow your Business.

Grow Your Business with Travel Content Marketing

This guide stands at the intersection of content marketing and more bookings.

This is a deep topic so first, my rule of thumb: If any of this ever feels like too much, table it (temporarily). The goal of this guide is to empower you to create content, not to overwhelm you. So, do what you can because any content is better than no content.

Of course, you don’t want to settle for just “some;” we’re aiming for great content – content so good, people would pay for it. (Even though you’re giving it away for free.)

That’s because free, no-strings-attached, high-quality, and unique information builds trust and authority. It’s also the perfect way to spark a conversation with your guests, build rapport, provide dynamite information, and really showcase your company’s personality.

Not to mention, boost your SEO, snag great backlinks, build authority, and… well, you get the drift.

So, what are you waiting for? Subscribe to receive your free guide to travel content marketing, and get started today!

The post FREE Guide: Travel Content Marketing to Grow your Vacation Rental, Hotel, or Tourism Business appeared first on The Travel Copywriter.

In the travel industry, we all know the importance of reviews: An unsurprising 93% of travelers use online reviews in making their booking decisions.

No reviews mean you probably won’t get reservations. (Study says: 53% of travelers won’t book a place that has zero reviews.) Bad reviews can mean you won’t get reservations. Even four-star reviews can cause a traveler to beylikdüzü escort pause.

And yet, five-star reviews are hard to get, aren’t they?

So, what’s a hotel, or a vacation rental, or a B&B, or a travel agency to do? This infographic (courtesy of Ard na Sidhe Country House) pulls together some great info, including this quote:

“We often hear from travelers that how a property responds to criticism has more influence on their booking decision than the criticism itself.” ~April Robb, Former Communications Specialist @TripAdvisor.

I am so on board with that. Be professional. Be courteous. Respond to every, single review. And above all, keep future guests in mind: What do your reviews AND your responses to those reviews, say about your guest experience?

The post The Importance of Travel Reviews (and How to Respond to Negative Reviews) appeared first on The Travel Copywriter.

Travel chatbots, direct bookings via Facebook, sales through friendship, effective email subject lines – this roundup is a powerhouse. My head is still spinning a bit. So much information, in so short a time.

I’m just back from a week at the beach – a week of swimming, hammocking, and reading my days away. I didn’t check email, didn’t flip through my feeds, didn’t even engage much on social media. I just dug in the sand with my kid, played lots of Pokémon Go, and drank plenty cold rosé. It was ataşehir escort perfect.

But wow. There’s nothing like coming back to the office and opening my Feedly to more than 1,000 headlines. Sifting through industry news for this post… well, let’s just say it’s been a task! I can unequivocally say it’s been a very busy (and productive) two weeks in the travel marketing & copywriting world.

Here we go:

Chatbots, Chatbots, and More Chatbots

Apparently, chatbots are in. But first things first: Hospitality Net (via EyeforTravel) wants you to know that travel brands don’t yet leverage chatbot technology’s full potential.

This is the part where we come to a screeching halt and back up a few paces. What the heck is a chatbot, and what can they do for travel? Tnooz has the goods, explaining why travel brands should invest in chatbots, right now. Bottom line: They’re what travelers want in today’s fast-response environment. They help close AND they save you time. Now, all that said, let’s circle back to Hospitality Net for a quick(ish) intro on how to make a successful travel chatbot.

How to Write Email Subject Lines that Get Opened

I love this post from Joshua at the TopRank Marketing Blog. Love it. It’s simple, it gets to the point, and it demystifies a lot of the well, mystery, behind writing emails that actually get opened. So, if you’ve ever worried you’re doing it wrong (and, hint: we ALL worry about that), then head on over. I definitely learned a thing (or five).

8 Tips to Boost Direct Bookings for your Vacation Rental

Savvy vacation rental owners know – direct bookings are the present (and future) of the industry. As travelers get more hip to booking site “service fees,” which can tack on 5-15% (or more) to a booking, they’re looking elsewhere. And that elsewhere focuses around direct bookings. So, how can you be sure your VR gets those bookings? Jess at Lodgify has 8 great tips to convert window shoppers into direct bookers.

No One Likes the Hard Sell

This may be one of my favorite “how-to-sell” articles ever. Yes, ever. I freely admit – I’m biased. This my preferred sales method when I’m buying, and it’s my preferred sales method when I’m selling. So it’s nice to hear outside support for it.

Sales guru David Meerman Scott has some advice for anyone who sells anything (including travel): “People just don’t want to be sold to.” In the age of the World Wide Web, very little information is proprietary. So, when you’re trying to get a booking, facilitate the sale; don’t try to control the information. David puts it perfectly when he says, act like a friend, not like a salesperson.

Facebook Ads, Made Easy

My clients tell me that Facebook is working for them. Facebook is driving engagement, helping small travel brands stay connected, and even facilitating bookings for vacation rentals, bed & breakfasts, hotels, and travel agencies. All great, in my book.

It stands to reason, then, that you may be looking to drive more likes and engagement to your Facebook page. And that’s why I’m sharing this great post (and podcast) from Michael at Social Media Examiner, on creative ways to attract more guests via Facebook, and also mistakes you really don’t want to make.

How to Get More Bookings from Facebook

Okay, so you have more Facebook likes and better guest engagement – now what? Now you get booking, that’s what! Thankfully, Net Affinity gets into the how of travel for Facebook, with this step-by-step post of 13 tips to get more bookings from Facebook. We’re talking everything from the most basic (write a spectacular About Us), to the more advanced (use interest targeting), so head on over and learn what you can learn.

If Video is King, Why is No One Watching?

We’ve all heard that video marketing is huge, especially in the travel industry. So, you poured your blood, sweat, and tears (plus lots of time) into making an awesome video to promote your destination, or your vacation home, or your hotel’s amenities, or your fill-in-the-blank. The problem: Your views are pathetic. Comments are nil. There is no wind left in your sails. But don’t worry: Hubspot has the sitch on why no one is watching your videos. There is hope!

Color is Important

We touched on the importance of color (namely, color contrast) just recently, in my post on travel calls-to-action, but here’s a more fleshed-out explanation: Brielle at Convince and Convert tells us why color is so important to web design, marketing emails, and other content. To start, it influences user psychology and actions; it increases conversion; and it says something about your brand. And that’s just the beginning.

SEO for New Travel Websites

If you’re building a new website for your vacation rental, inn, travel agency, or other travel offering, chances are SEO is bouncing around your brain. You know that SEO is important, but you’re not sure quite what it is, or how to make it “good.” Well, SEO darling Yoast knows all about the business of optimizing websites for search, and they’ve published a great how-to on SEO basics for new (and, honestly, even established) websites.

20 Not-so-Common Tools for Your Content

If you’re in the content-creation game – and ALL travel brands should be creating their own content! – then you’ll appreciate this post from Irina at the Content Marketing Institute. Because any writer knows that writing sometimes feels like a shot in the dark (will they read it? will they like it?), all writers can also appreciate these 20 lesser-known tools to evaluate your content. Analyze your headlines, brainstorm better ideas, and overall create better content that will attract (and convert) more guests.

The post Travel Marketing & Copywriting Roundup (July 18) appeared first on The Travel Copywriter.