Show, don’t tell.
It’s advice you’ve heard before—probably from your elementary school English teacher!—but we could all use a reminder now and then.
Especially because I still see a lot of “telling” on travel agent websites.
So what’s the difference between “show” and “tell”?
The Difference “Showing” Vs. “Telling” Makes to Your Travel Agency Marketing
Another way to think about “showing” is: sharing the proof.
I’ll give you an example.
Lots of travel agents’ about pages or bios share a line like this: “I’ve always been passionate about travel.”
Hm, okay. I don’t doubt that’s true … but it doesn’t inspire a lot of passion in me.
The line falls flat, because it’s telling, not showing.
Instead, think about ways you can SHOW your passion for travel.
How can you prove to your reader that you’re passionate?
Like this, for instance: I just worked on an about page for a new client. Instead of pulling the “passionate” line, we shared the story about how when this travel agent was a little boy, he would send off for travel brochures and visitors guides from all the places he wanted to visit. He’d read them cover to cover, memorizing the facts on each destination.
That demonstrates real passion (and shows how my client’s passion truly started at a young age!).
Telling is easy. Showing is harder, because it requires us to dig deep into our own stories, to use our words to capture a feeling or resurrect a memory.
But the stuff you show is the stuff that will stay with your reader in the long run.
So take a look at your about page and see how many “telling” phrases you use. Then replace them with PROOF.
Bonus Tip: Use Your Testimonials
Here’s one easy way to show instead of tell on your website: use testimonials. Instead of telling your readers what a great travel agent you are, you can SHOW them by sharing testimonials from clients who’ve already trusted you with their vacations!
Learn How to Sell YOUR Story
Feel like your whole website doesn’t show your prospects why you’re the right travel agent for them?
It’s time for a refresh. In the Travel Agent Website Roadmap, I walk you step by step through how to write the most important pages of your website—focusing on creating a strong emotional connection with your ideal client. Because prospects take action when they FEEL something.
To get on the waitlist for the next round of the Website Roadmap (reopening Oct. 2019), click below:
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