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
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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
How to Build “Know, Like, and Trust” on Your Travel Agent Website
You’ve probably heard the phrase “people do business with those they know, like, and trust.” Which is why, if you went up to a random stranger on the street and asked them if they’d like you to plan their vacation, they’d give you some major side eye (and probably back away slowly …). They don’t know, like, and trust you — so they’re certainly not going to do business with you! But did you know that the “know, like, and trust” principle also applies to your website? I see service … read more
How to Make Your Travel Agent Website Copy Crystal Clear
Good travel agent website copy should check a lot of boxes. Sparkling with brand personality? Check. Speaks your ideal client’s language? Check. Contains powerful calls-to-action? Check. Check. Check. Check. But none of these copy “musts” should come at the sake of the most important copy rule of all: Clarity. If your travel agent website copy doesn’t make sense — or you just take foreverrrr to get to the point — your web visitors are going to click away real fast. Nobody has time to “read between the lines” on the … read more
Why “Being Yourself” Is a Smart Business Move
Ah, how time flies. Just a year ago, I was moving out of my first D.C. apartment, packing my bags for a two-month stay in Europe, and …. preparing to launch Bon Vivant Copy! Yep, my copywriting baby is turning one! I’ve learned a lot since then. Like, DON’T leave client copy projects for Friday afternoons. My eyes glaze over completely once 2 pm hits … But probably the biggest business lesson I’ve learned since launching is: It’s hard to separate the personal and the professional … so don’t fight … read more
