Recently, I hosted an online training called the Foolproof Travel Agent Website. I’d never hosted a training like this before, so a shout out to all the travel pros who joined me on the training to make it a success! (And who ensured I wasn’t just teaching to my mom … HA!). One thing I talked about on the training was how and why you should be specific in your web copy. Because specificity sells. And I’m not just talking about specifically listing your specialties or niches on your website. … read more
The Snowball Effect: How To Conquer Content and Social Media for Your Travel Agency
It’s January, my friends. The time when you make resolutions, buy all the planners, and pump yourself up for your BEST.YEAR.YET. And I believe you can do it! But …. If your resolutions include finally sending out an e-newsletter, finally blogging, finally getting and staying active on social media, finally growing your list with an opt-in offer/IFO … I’m afraid you’re going to get burnt out before we even make it out of the winter doldrums. Because that’s a lot of content. And there’s only one of you. Math may not be my strong suit, but even I … read more
The Difference Between “Copy” and “Content”—and Why Travel Agents Need to Know It
There’s something that’s been bugging me. It’s about my fellow copywriters. Well, some of them. “Copywriters,” in scare quotes, if you will. I’m talking about the folks who brand themselves as copywriters, and then mainly sell blogging services. Yeah … that’s not copy. And these “professionals” should know that! (And that’s why I’ve very purposefully branded myself as a copywriter and content marketer). You can be one helluva travel blogger, without scoring a single client. Or, you can advertise your travel services on a big ol’ billboard — or a flashy Facebook ad … read more
Use These 2 Magic Words to Powerfully Connect with Your Travel Prospects
Yesterday, instead of working on client copy, I was working on a project for myself. I was putting together a sign up page for a training I’ll be hosting soon, teaching travel agents how to write client-attracting websites. To entice folks to sign up, I wanted to tease the content of the training — and make it really juicy. Here’s one of the lines from the sign up page: On this free training, you’ll discover the surprising mindset shift that will make writing your website copy effortless … even if you’re “not … read more
The 1 Question You Need to Answer to Turn Travel Prospects into Real, Live Clients
Have you ever seen those bracelets emblazoned with “WWJD?” (That’s “What Would Jesus Do?,” for those who don’t speak acronym). I want to make a similar bracelet for marketers — and if you’re an independent travel agent you ARE a marketer. But my bracelet would read: “WIIFM?” That stands for “What’s In It for Me?” That’s the question your prospects are asking themselves whenever they land on your website, scroll through your social media, or open your newsletter. So, that’s the question that should ALWAYS be top of mind for travel agents when … read more
What a Shopping Trip Taught Me About Travel Agent Marketing
I recently went shopping for a new party dress. Somehow, nothing in my closet would do — funny how that works 😉 At the mall, I wandered into a store I’d never been in before: Lily Pulitzer. I felt like I had been blinded. Neon greens, electric blues, and hot pinks swirled together in intricate patterns of elephants and umbrellas, peonies and paisley, pasted onto shift dresses and swim cover ups. My corneas burned. My brain turned to scrambled eggs. I slowly backed out of the store … Now, if … read more
The 5 Pages Every Travel Agent Website Needs
Writing your travel agent website can be daunting. (Which is why so many travel pros put it off for months, or even years!). It’s hard not to get overwhelmed when you think about all the pages you can add to your site—pages for different destinations, sample itineraries, insider tips, FAQs, etc. BUT — if you’re having major writer’s block, and you’re just feeling oh-so-overwhelmed by all the copy you need to write for your website … … then take a deep breath. Because there really are only a handful of … read more
3 Tips for Tackling Your Scariest Web Page: Your About Page
The about page is usually the hardest (and scariest!) page to write on your travel agent website. Why? Because it’s really difficult to write about ourselves! We don’t want to sound too “braggy,” so we undersell our accomplishments … or we don’t know which life moments are most important, so we list them all — and end up with an about page that’s 20 pages long! I know some professional copywriters who’ve actually hired other copywriters to write their about pages. It’s that tough. So if you’re not really feeling your travel agent about … read more
Travel Agent Marketing Tip: Sell With Specificity
I’ve just finished teaching the fine folks who signed up for the beta round of my copy course, all about how to write compelling copy for their travel agent website. We’ve covered a LOT of ground — including the research you have to do before you start writing, the importance of gaining clarity on your niche, and what the ideal home page looks like. (I’ve also learned that I tend to lose my voice after speaking for two hours straight on a live call … #pleasesendsoothingtea). But do you want … read more
How to Get More Consult Requests by Paying Attention to This Itsy, Bitsy Bit of Copy
I’ve got a question for you: Which button would you rather click? This one: Or … This one: If you’re like most people, probably #2, right? Do you like free things? Do you like instant gratification? That’s exactly what button #2 promises you. And guess what. Your prospects like free things and instant gratification, too! On your website, give the people what they want with buttons that entice. How to Write Better Buttons Your button copy doesn’t have to be fancy-schmancy (and you don’t have room to get too wordy … read more
