The Parisian Marketing Lesson: Or, How I Learned to Like Espresso and Market Authentically

If you’re reading this, you’ve probably landed here because you want some tips on writing your travel agency website.

I can give you tips on tips on tips … but unfortunately, there’s no magic formula for writing a travel business website that brings in clients.

In fact, there’s a lot of work you need to do before you even set pen to page (or finger to keys)!

But — I can tell you where to start. And I think I can best tell you with a story. I call it The Parisian Marketing Lesson.

This is how it goes:

The Parisian Marketing Lesson: What 2 Months in Paris Taught Me About Writing Travel Agent Websites

This summer, I spent 2 months in Europe, mostly in Paris.

My goal for this (mostly) solo adventure?

Become as Parisian as possible.

Or, at the very least, be a traveler — not a tourist. Respectful of local customs, instead of sticking out like a sore and obviously foreign thumb.

My preparations for this undertaking were extensive.

Before I left, I read every “How to dress like a Parisian” blog post I could find.

I invested in several black turtlenecks.

I brushed up on my high school French, switched from filter coffee to espresso, and stopped wearing socks with my sandals.

I felt ready.

…. Boy, was I wrong.

My first week in Paris, I most definitely stood out. Where ever I went, the waiter or shopkeeper always spoke English to me — before I even opened my mouth!

The problem was, I couldn’t exactly pinpoint where I went wrong.

Was my neck scarf not quite jaunty enough?

My makeup to garish?

My clomp-clomp gait distinctly American?

My hand too cigarette-free?

I just didn’t know. So I stopped panicking, and started listening. Watching. Not-quite-but-kind-of stalking?

I would spend hours in cafés stealthily studying the Parisian Way of Doing Things. How Parisians greeted each other (the kiss-on-the-cheek thing is real, yo), how they ordered, what they drank, wore, ate, etc.

A little creepy? Sure. But effective? Oh yeah.

After a few of my stealth café sessions, I changed a few of my habits (like switching to eating French fries with my fork), mannerisms, and even my clothes. #Parisshoppingspree

Soon, other Parisians were stopping me to ask for directions — in French.

It was working!

Turns out, no number of blog posts on how to be Parisian were going to help me.

I had to get in, go under cover, and observe things firsthand if I wanted acceptance.

How to Snoop Your Way to Better Travel Agency Website Copy

At this point I’m sure you’re asking:

Did you bring me a souvenir?

Cool story Emily, but what does this have to do with my travel business?

Here’s your answer: When it comes to writing copy that attracts and resonates with your ideal client, you have to do some major snooping to get to know them. Really know them.

Stop relying on second-hand accounts of what your ideal clients want.

Stop assuming that you already know.

Instead, start hanging out where they’re at. Join Facebook groups populated with your prospects. Start reading the magazines and books they read, watch the shows they watch — even scope out the stores they frequent.

If you can, attend in-real-life meet ups popular with your ideal clients (for example, if you’re going after luxury foodie clients, hit up fancy food and wine festivals in your area).

And then — listen. What do your ideal clients talk about with one another?

And just as importantly — how do they talk?

Then make sure you capture that same tone and spirit in your website copy.

Here’s the thing: Your travel business website isn’t really about you.

It’s about your clients.

Your clients want to see themselves reflected on the web page.

And to do that well — without sounding condescending, or like you’re totally fakin’ it — you have to get to know your ideal clients in their natural habitats.

Trust me, your ideal clients can tell when you’ve done your homework.

So, make like an American desperately striving to pass as Parisian (c’est moi) and start getting stealthy.

Pssst … you can scope pics from my Paris travels — and get actionable marketing tips — by following Bon Vivant Copy on Instagram!