They say a picture is worth a thousand words. Now as a copywriter, I’d say “they” are overemphasizing the importance of visuals by just a little bit. Okay, maybe by a lot. But even I agree that a web page without any photos is a webpage I’m probably not going to spend a lot of time on. That’s especially true of travel agent websites, since travel is such a visual medium. Pretty pics of palm-studded beaches and cobblestone streets DO make a difference! Plus, breaking up your blog posts and other online … 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 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
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
Meet the Winners: My Top 5 Highest Performing Subject Lines of the Past Year (and the Top 3 Duds)
Well how do you like them cinnamon-sprinkled apples. I’ve been sending out my Weekly Tip email (almost) without fail for TWO WHOLE YEARS now. Apparently, I have a lot to say about travel agent marketing! So, since another year has gone by, I think it’s time for my annual round up of my top performing subject lines. The ones you guys couldn’t stop clicking on. I’ve rounded up the top 5, according to open rates — i.e. the percentage of my email list that opened the email — and we’re counting down … read more
Grow Your Audience Through Guest Posting [Email Template]
I got an email from a client the other day (hi, Stephenie!). She had a dilemma. She created an awesome new opt-in offer (also known as an IFO or lead magnet) to build her online list of travel leads. But … she wasn’t exactly sure how to get her prospects to sign up for the thing. She’s not getting a ton of traffic to her website or social media channels yet. And the thought of running FB ads makes her head spin. Did I have any suggestions on how to get her … read more
5 “Secret” Marketing Tactics Travel Agents Aren’t Using
“When they zig, you zag.” This is one of my favorite marketing mantras. It’s simple — but brilliant. And all it means is: When everyone else is doing the same thing — posting on FB, snapping pics on Instagram, maybe sending out a monthly e-newsletter — it pays to do something different. You’ll stand out in a BIG way. And you’ll have less competition as you do it! So, in the interest of helping you ZAG, here are 5 travel agency marketing ideas that I see few — if any … read more
The Truth About Your “Free” Travel Agent Website
If something sounds too good to be true, it probably is. Like: that free travel agent website you got when you joined your host agency. “Free” is good, right? Well, not if “free” just gets you freebie seekers, price shoppers, and tire kickers in return. And that’s what most of those free, out-of-the-box travel agent websites attract. Why? I think there are two BIG reasons: 1) These travel agent websites say they are “branded” — but they’re not built around your brand. How could they be, when every agent at the … read more
How to Use an Online Quiz to Get More Travel Clients
A healthy travel business is a growing travel business. That’s why, even if you have a solid base of repeat clients (but especially if you don’t), it’s so important to be thinking about ways to build your list of leads. No doubt about it, though, this becomes harder to do when you work from home, as many travel pros do today. Instead of relying on foot traffic coming in to your storefront agency — you have to drum up digital traffic online. One of the best ways to do that is with … read more
