In This Tourism Marketing Quick Tip:
A lot of tour and activity businesses try to market their experience to everyone. It may sound counterintuitive, but when you try to talk to everybody, your marketing copy feels generic and self-involved. The result? You’ll lose the audience that needs your tour, activity, or attraction the most because they won’t see themselves in your brand.
Here’s how to write more effective copy for your target customer.
A Few Tips to Make Your Marketing Copy a Lot More Effective (And Easier to Write)
1. Define Your Target Customer.
Pick one audience for the copy you’re writing. A quick way to define this audience is to answer the question: Who is most likely to make the purchasing decision to buy a ticket to my tour? Get specific. Don’t just think, “my audience is female, 30, and living in the suburbs.” Use your imagination. Imagine a real person. “Trisha is 34 years old and married to Tom. She works in HR and has two kids, ages six and three, and they live in Schaumburg, Illinois.”
2. Have a Conversation With Your Target Customer.
When you sit down to write your new landing page or next Instagram post, imagine you’re having a conversation with that person. What are their needs? What is the problem your experience solves for them? What objections do they have that stand in the way of booking? Your customers want to feel like you hear and understand them and their needs. They want to recognize themselves in your marketing. Talk to them, not about yourself.
Do’s and Don’ts of Marketing Copy
Don’t start every sentence with the words “we” or “our”. You see this mistake everywhere from small businesses to huge corporations. Companies who start sentences on their sites with “we” or “our” seem more interested in themselves than the customers that they’re hoping to attract.
Do write to your target customer. A great way to figure out what to write is to answer the question, “What’s in it for my target customer?” Instead of saying, “Our product is fantastic for reasons a,b, and c,” say “Here’s the value that you, Trisha, will get from our experience.” Be empathetic.
Do follow the rule of one audience, one goal. When writing your next post or email, answer the question, “When my target customer reads my copy, what’s the one thing I want her to do?” Don’t try to send them to five different spots on your website to learn more. If you want them to buy a ticket for your tour, give them one link to move them further down the purchasing funnel. Leave it at that.
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