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 one to plan our South Pacific honeymoon!
But that’s not how humans make buying decisions.
Because humans are not rational creatures 🙂
We make buying decisions from an EMOTIONAL place.
And then, only after we’ve made a decision, do we back that decision up by pointing to all the rational reasons that say “this is a good decision.” Things like your certifications, years of experience in the field, etc.
That’s why your marketing shouldn’t revolve around your certifications.
Instead, you should focus on invoking some sort of an emotional response in your ideal clients.
On your website, for example, you may have drop-dead gorgeous travel photos that create a sense of longing, and highly evocative copy that instills a sense of desire.
Because it all comes down to this: All the certifications in the world won’t mean anything to your clients if you don’t first hook them emotionally.
What does that mean for your website?
1) DON’T lead with your certifications.
Lead with something that pulls on your ideal client’s heartstrings. This could be language that relies on positive emotions like desire, curiosity, or a yearning for freedom and connection.
Or you could use language that relies on more negative emotions — to showcase why your ideal client needs that vacation right now. Emotions like stress, overwhelm, and the fear of missing out.
Either way, your hook your ideal client by creating that emotional connection.
2) DO include proof of your certifications somewhere.
Your prospects still need to be given a rational reason to work with you.
Think of it this way: That emotional connection you create through your website’s images and your copy? That’s why your client decides to work with you.
But if their friends asked them why they decided to work with you, they’ll point to the rational reasons, like your certifications or experience.
Again, those rational reasons justify your prospect’s emotional decision. So make sure you do include whatever proof you have that illustrates the rational reasons to work with you.
Doing so won’t be the reason your client decides to work with you — but it will make them feel really confident about their decision.
And it’s always a good idea to make your clients feel oh-so excited to start planning their vacations with you!
Get Your Travel Agent Website Copy Checklist
So, now you know to lead with EMOTION to hook your readers on your travel website. What else do you need to ensure your website is converting visitors into clients? Download your free Travel Agency Website Checklist to find out!