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
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
The Specificity Test: Does Your Travel Agent Website Pass?
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
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
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 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
Here’s Why Your Travel Certifications Don’t Matter (at Least How You Think)
Okay, yes, that’s a pretty bold headline. Who am I to say your certifications don’t matter? I KNOW you spend a lot of time and energy earning them, and I know they make you a better travel agent as well. Here’s what I mean by “your travel certifications don’t matter”: They don’t matter in the way that you think. You might think that your clients decide to work with you based on your certifications. You assume their thought process goes something like this: Oh, Nancy is a Certified Tahiti Specialist — she must be the … read more
The Secret to Grabbing the Attention of Luxury Travel Clients
We’ve all read about the “beautiful” view, “charming” village, “glamorous” city, and “famous” landmark. When you’re writing your website copy or blog posts, do you try to spice up your sentences with adjectives that just end up sounding … tired? If you want to wow your readers, you can’t write the same-old, same-old! But where can you turn for writing inspiration for “wow”-worthy copy? The first place to look is at what you clients are already reading — books, magazines, etc. See what kinds of word show up in headlines … read more
