Maybe your website looks like it was created back when NSYNC topped the charts. Maybe you’re a new travel advisor and don’t have a web presence yet. Or maybe you’ve been in the industry for a while and have refined your focus—but your current website doesn’t reflect what you do now, or who you serve, at all. Whatever the reason, you KNOW you need a new website for your travel business. You just don’t know where to start. Since website copy is my signature service, I’ve spent a lot of … read more
How to Avoid Overwhelming Your Web Visitors When You Write Your Travel Agent Website
I talk a LOT about website overwhelm around these parts. And usually I’m referring to the overwhelm travel agents feel when they have to put their own websites together, how hard it is to write “objectively” about themselves. How daunting it feels to put pen to digital paper. But there’s another type of website overwhelm you need to know about: The overwhelm that too many prospects feel when they check out a travel pro’s website. This kind of overwhelm can cost you tons of leads. So let’s break it down. … read more
The Travel Agent’s Guide to Surviving the Coronavirus Crisis
I know right now, as we’re still in the midst of the coronavirus crisis, it can feel like EVERYTHING is out of your control if you’re a travel agent. I get it … I’ve spent much of the last month feeling that way, too. So I know that that’s a bleak feeling. That’s the kind of feeling that can make you want to curl up in a ball and give up. But I don’t want that for you. I don’t want that for our (resilient, beautiful, life-changing) industry. So if you’re feeling (understandably!) out of … read more
How to Infuse Your Website With a “Human Touch”—& Why You Should
Over the years, I’ve had conversations with plenty of extremely chatty travel agents. They’re boisterous, they’re flat-out funny, they light up a room. But when I go check out their websites—I can’t believe they were written by the same person! Their website copy sounds stilted and dry. It sounds like they were so concerned with coming across as “professional” that they tipped the scales over into “boring” territory. In short, their websites have NO personality. It sounds like a robot wrote them! Not only is a robotic, personality-devoid website a … read more
What to Do If You Feel Like You’ve Picked the Wrong Travel Niche
“What’s your niche?” It’s the hot new question to ask in the travel agent community. Actually, scratch that—the topic of niching has been popular for a while now! And I’m a big fan of honing in on a niche or specialty. Speaking to a specific group of travelers through your marketing is much more effective than trying to market to everyone. But niching comes with a downside. I’ve talked with travel pros who go all in on a niche—and then really struggle to attract any clients in that niche. I’m talking about … read more
Is Your Website Boring Your Visitors? Ask These 3 Questions to Find Out
Lots of travel agents have websites today. That wasn’t true two decades ago, when many agents were still relying on foot traffic to their brick and mortar agencies. And it wasn’t true a decade ago, when travel agents could put up a Facebook page and spend just pennies on the dollar to get more followers. Today, though, brick and mortars are few and far between. And promoting solely on Facebook? That’s gotten EXPENSIVE (and risky—who’s to say what the next algorithm change will bring?). So, yep, today, many—if not most—travel … read more
How to Sell With Story in Your Travel Business
Have you ever met a celebrity? Did your hands go all sweaty, your tongue twist up into a pretzel, your eyes glaze over like a Krispy Kreme donut? Recently, I did (and yes, I probably looked a little crazed when I met him). Well—I met a copywriting celebrity. Which means you’ve probably never heard of him 🙂 His name is Parris Lampropoulos, and he is a VERY big deal in the copywriting world. He’s made his clients millions (upon millions, upon millions) of dollars. And earlier this year, at a copy conference … read more
What Makes a Travel Brand Magnetic [CASE STUDY]
I’ve written quite a bit about the importance of nailing your travel agency brand personality. Your brand personality helps you stand out. It helps you attract your DREAM clients. It’s what makes you memorable. Unforgettable. But was does a travel brand bursting with personality actually look like? Today, I want to introduce you to a travel brand that’s totally killing it on the brand personality front. Introducing: Virgin Voyages. Virgin Voyages is eccentric billionaire Richard Branson’s newest venture, a cruise line for travelers who are too cool for “traditional” cruises. From its brand … read more
The Grade School Rule You Should Follow to Market Your Travel Business
Show, don’t tell. It’s advice you’ve heard before—probably from your elementary school English teacher!—but we could all use a reminder now and then. Especially because I still see a lot of “telling” on travel agent websites. So what’s the difference between “show” and “tell”? The Difference “Showing” Vs. “Telling” Makes to Your Travel Agency Marketing Another way to think about “showing” is: sharing the proof. I’ll give you an example. Lots of travel agents’ about pages or bios share a line like this: “I’ve always been passionate about travel.” Hm, okay. … read more
The 1 Big Difference Between Travel Agents and Travel *Experts*
Yesterday afternoon I was busy investing in my professional development … Okay, you caught me. I was lying on my couch eating Cheetos. But! I was listening to my favorite copywriting podcast. And the guest they had on that day said something really interesting about building authority. When I heard it, I immediately made a mental note to share it with my travel agent readers (had to be a mental note, and not a note-note, because my fingers were still covered in Cheeto dust). Here’s the point the guest, a … read more
