Sep 29, 2020
We run the rule over 3 Tour Operator websites with suggestions
on how to improve copy in our first ever copywriting for tour
operators clinic.
Veteran digital marketer Dorene Wharton joins us today to share her
advice on copywriting for tour operators. We discuss creating
concepts to keep your visitors reading and ultimately choose your
tour.
We offered listeners the chance to have their tour copy evaluated
by Dorene and Shane. We selected three very different tour
operators who volunteered and on this episode, you can hear/watch
us provide constructive feedback. There are plenty of lessons,
tips, and advice or all tour operators.
We share the methods and strategies that create an aspirational and
‘ready to book’ mindset. We discuss when copy is too much and the
areas where you should reduce the amount of detail. We share ways
to optimize your homepage by focusing on decision factors and
unique selling points. We also share how you can convince and
persuade your target audience - even if you don’t have a lot of PR
- and discuss why your copywriting and SEO strategies need to work
hand-in-hand.
This week on Tourpreneur, the podcast for tour operators:
- Why you should focus on behavior as target audiences change due to travel restrictions
- Using insights to create a tagline to grab attention and explain what you are all about
- Positioning your COVID-19 updates, information, calls to action, and reviews
- Adding clarity and being direct by avoiding the passive voice
- What 'stops' are and why you should limit their number
- What you should include on your about us page and establishing a personal connection
- How to encourage newsletter subscriptions
- Using photos, videos, and small, bold paragraphs to maximize effect
- Organizing your homepage hierarchy and structure to maximize opportunities
- How to make your copywriting and SEO work together
Our Favorite Quotes:
- “Focus on behaviors. Just because Americans aren't traveling, that doesn't mean that someone from Germany, who might be able to travel, doesn't have the same views and opinions of various tours.” - Dorene Wharton
- “When you are direct and straight to the point, it just has more impact, and it's a little more punchier.” - Dorene Wharton
- “Choose the things that are the most interesting and go into more details in the details section.” - Dorene Wharton
- "The higher the price, the more copy or images are needed."
- Shane Whaley