AI is simplifying your copywriting, but what can’t it do for your tourism business?
AI can’t listen to and understand your customers the way you can. Listening to your customers can help you create super-effective copy for your ads, website, or virtually anything in your marketing communications.
Listening to what your customers say is one thing, but paying attention to how they say it is another. You need to be looking for sticky messaging.
What is Sticky Messaging?
Sticky messages are when a customer says something in an unexpected way that you couldn’t come up with yourself. When you hear it, you start to visualize it. It stands out. It’s memorable.
For example, sticky messaging isn’t this. This is typical: “Amazing Zipline Tour”
But it definitely could be this: “Feel the Freedom of Swinging in the Trees!”
It’s not this: “Tours So Close to the City”
But it could be this: “So Close to the City You’ll Be Back for a Sunset Cocktail”
Where to Find Sticky Messaging
You can find sticky messaging by taking an analytical approach to reviewing and collecting customer feedback at their highest point of emotion.
This includes:
- Right after a customer completes a tour experience
- Right after they purchase your product
At these moments, have customers explain what convinced them to press the “buy” button or to call you.
Although you can also find these golden nuggets of great copy from reviews, surveys and short questions within customer emails are some of the best ways to find great messaging because people are often more expressive within an email rather than on social media.
Another Tip
Ask your guides to note when they hear interesting, out-of-the-ordinary comments from guests after a tour. This is another great way to find sticky messaging!
So, instead of summarizing to find key themes, look for those words or phrases that can turn your copy from boring to attention-grabbing and will attract more customers to your business.
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