Travel is one of the most popular and competitive niches in copywriting. Whether you're writing for a travel agency, a blog, a magazine, or a destination, you need to capture the attention and imagination of your readers. How can you write irresistible travel copy that makes them want to pack their bags and book a trip? Here are some tips to help you craft compelling and engaging travel copy.
The first step to writing irresistible travel copy is to know who you're writing for. Who is your ideal reader or customer? What are their needs, wants, goals, and pain points? What are their travel preferences, styles, and budgets? How can you appeal to their emotions, desires, and aspirations? By knowing your audience, you can tailor your tone, voice, and message to suit them. You can also use words and phrases that resonate with them and avoid jargon or slang that might confuse or alienate them.
Knowing your audience is the key to unlocking the true potential of your copywriting. By understanding their needs, desires, and motivations, you can create compelling content that resonates with them on a deep level and inspires them to take action. Here are a few ways that I helped my clients in the travel industry better understand their audience: 1. Review mining - search for commonly repeated expressions over time. 2. Customer interviews - you will better understand the decision-making process that led them to choose your travel services and the key differentiators that helped. 3. Web audience research- this can be a simple form added to your homepage asking an open-ended question like: "What brought you here today?"
The second step to writing irresistible travel copy is to show, don't tell. Don't just list the features and facts of a destination or a service. Instead, use vivid and sensory language to paint a picture of the experience. Use descriptive adjectives, metaphors, similes, and anecdotes to bring the destination to life. Make your readers feel like they're there, or they want to be there. For example, instead of saying "The hotel has a pool and a spa", you could say "Relax in the refreshing pool or pamper yourself in the luxurious spa, surrounded by tropical plants and soothing sounds".
Also - actually show! Compliment your pics with stunning proprietary photos so people can put a “face to the name”. Avoid being too clever or vague in descriptive copy as well as your wider audience may not understand or pick up on the picture your words are trying to paint, and thusly get confused.
The third step to writing irresistible travel copy is to use benefits and testimonials. Don't just tell your readers what they can do or see, tell them why they should do or see it. How will it benefit them? How will it solve their problems or fulfill their dreams? How will it make them feel? Use words that convey value, such as save, enjoy, discover, explore, learn, or experience. You can also use testimonials from previous customers or travelers to back up your claims and add social proof. Testimonials can show your readers how others have enjoyed or benefited from your destination or service, and inspire them to follow suit.
The fourth step to writing irresistible travel copy is to create urgency and scarcity . You want your readers to act fast and book now, not later. You can do this by using words and phrases that imply urgency and scarcity, such as limited, exclusive, last chance, only, today, or don't miss out. You can also use specific dates, deadlines, numbers, or offers to create a sense of urgency and scarcity. For example, you could say "Book by Friday and save 20% on your dream vacation" or "Only 10 spots left for this once-in-a-lifetime adventure".
The fifth step to writing irresistible travel copy is to include a call to action. A call to action is a clear and direct instruction that tells your readers what you want them to do next. It could be to book a trip, sign up for a newsletter, request a quote, or contact you for more information. A call to action should be short, simple, and specific. It should also use action verbs, such as book, sign up, request, or contact. You can also use words that create urgency and scarcity, such as now, today, or limited. For example, you could say "Book your trip today and get ready for the adventure of a lifetime" or "Sign up now and get a free travel guide".
The sixth and final step to writing irresistible travel copy is to proofread and edit. No matter how good your copy is, it can lose its impact and credibility if it has spelling, grammar, punctuation, or formatting errors. You want your copy to be clear, concise, and consistent. You also want to avoid repetition, clichés, or fluff. Proofread and edit your copy several times, and use tools like Grammarly or Hemingway to help you. You can also ask someone else to read your copy and give you feedback. By proofreading and editing your copy, you can ensure that it is polished and professional.