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Author name: Genevieve White

Copywriting

The 7 deadly copy sins that cost you customers

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You’ve spent forever writing the copy on your tourism website, but you’re still not getting the engagement you’d been hoping for. Reading it over, you think something is missing. Trouble is, you can’t quite put your finger on it. If you worry that your copy is not quite hitting the mark, you might be making one or more of the most common copy mistakes. Check out the list below. Can you recognise yourself in any of these? 1. Sounding too corporate A few months ago, I worked with an amazing tour guide. How did I know they were amazing? They had gazillions of customer reviews showing what a warm, funny, fascinating and all-round good egg they were. Would I have picked this up from their website? Hm, not so much. You see, this tour guide had fallen into the trap of thinking that trustworthy = corporate. So, despite the fact that they were a one-person band, they’d used the third-person plural throughout their copy (we are instead of I am.) When I asked them why, they said it would be unprofessional to use the first person. Well. We soon knocked that one on the head! Put yourself in your customers’ shoes. Who are you booking a tour with? A person or a corporation? And (as I think we’d all prefer a person) wouldn’t you like to feel you knew a bit about that person before booking your tour? Top tip: I’m sure you’ll have heard the phrase People buy from People (unless you’ve been living in a cupboard). Well, it’s true. Bear it in mind when you write your copy. 2. Using bland adjectives This picturesque island boasts spectacular scenery and countless beautiful beaches. The adjectives above need a well-earned break, wouldn’t you agree? They’ve been crawling all over travel copy for years, describing destinations from Stockholm to Shanghai. Can we retire them, please? When you write, use adjectives that are less overdone. If the surrounding scenery is rich in plant life, what about lush or verdant? If you really must write about a breathtaking view, could you switch breathtaking for panoramic or atmospheric? Top tip: Tools such as word hippo can be helpful here. 3. Being too general This is linked to the second deadly copy sin, and it’s just as much of a copy killer. When I look at tourism websites (and believe me, this is something I do a lot) I can’t help but notice how generic the writing seems. So many travel blogs, if you were to blank out the specific place names and references to tourists sites, could be describing just about anywhere in the world. The key to any good writing is to be specific. Don’t write The cafe serves delicious local produce, try Warm up in Pete’s Cafe with a rib-sticking lentil soup. You see the difference? The first example says nothing; with the second I can feel the salty soup warming my chilled bones. Top tip: As you go about your daily life in your destination, note down specific details that could find your way into your copy. Try to record the things that make your destination different. Or ask your customers to share things they’ve noticed. 4. Ignoring your audience If you’re committing deadly copy sins 1-4, this is probably the root of all your wrong-doing! You see, if you know who you audience are, you’ll speak directly to them. Your copy will not be corporate, as you’ll feel like you’re chatting to a good friend when you write it. Your words are less likely to be bland and generic, because you’ll know what your audience want to hear from you. Top tip: If visitors coming to your destination have a particular interest, think about how you can weave that interest into your copy. For example, loads of visitors to Shetland are into the BBC crime drama Shetland. So, a good idea for a blog post (which I haven’t written yet!) could be 5 places you’ll recognise from the Shetland series with a little bit of detail about each one. Another top tip: And, when it comes to thinking about your audience, why not put them centre stage? How about doing a weekly or monthly interview with one of your customers? Or asking them to write a guest blog post about their experiences in your destination? Not only does this give you some great free content, it goes a long way to making your customers feeling valued and important. A win-win. 5. Going into essay-writing mode The first thing to know about writing tourism copy? You’re not at school anymore. – No gold stars for big words.– No prizes for hefty word counts.– No kudos for complex sentences. Quite the opposite, in fact! The copy you write for your tourism business needs to sound like a friendly voice talking in your customers’ ears. And when was the last time your pal spoke to you in paragraphs? Top tip: If you struggle with writing in a natural tone of voice, why not record yourself talking onto your phone? Then you can use the dictate function on Word to capture what you’ve said. The result will need a bit of editing, but should sound much more natural. 6. Not reading your copy before publishing it When you run your own business, you’re not only your own copywriter, you’re your own editor and proofreader too. Don’t leave out the editing and proofreading part – it’s really important. Now, of course, people will forgive the odd typo, but if you’re doing it regularly you risk being seen as unprofessional. Things to watch out for: Top tip: If possible, give your copy a day or so to sit before publishing it. Guaranteed you’ll see things you want to change when you come back to it. 7. Forgetting to include your CTA I’ve spoken about this before because it’s so important! You may have written a great description, but if you’ve not included a CTA (a

Copywriting

Done-for-you copy or copy coaching – which is right for you?

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Visited my services page yet? Then you’ll know that I offer two types of services: copy coaching and done-for-you copywriting. And, if you’re needing help with a particular piece of copy (e.g.: the tours on your website, or your About Page), you might be wondering about which option would suit you and your business best. Why choose done-for-you? Have a look at the following scenarios. Which of them (if any) do you identify with? You’re in a hurry. You’ve set yourself a deadline and you’re determined to meet it. Say, for example, you want all your tours to be written up by the end of next month, so they’re ready to feature on your newly designed website. You know that you’ll never be able to pull this off yourself, as there simply aren’t enough hours in the day. You have no interest in writing your own copy. There are many things you love about running a tourism business, but writing isn’t one of them and never will be. The very thought of it gives you the boke, and you’d much rather outsource it to an expert. What’s more, all this talk about ‘tone of voice’ and ‘branding’ leaves you cold. Words are just words aren’t they? You just want a professional to write you copy that converts. Is that too much to ask? You’re willing to invest money on getting good copy, both now and in the future. You know that good copywriters don’t come cheap. After all, you’re paying them not just for the time they spend actually writing your copy, but also for the hours they invest in researching your business and honing their own skills and expertise. You also know that you’ll need to make further investments in the future, as your tourism business continues to evolve. If you recognise yourself in any of these scenarios, then getting your copy done for you might be an option. Don’t think that done-for-you copywriting will get you completely off the hook though! A good copywriter will involve you in the process from the very start. They’ll ask you questions that will really get you thinking about your business, your target audience and your offering. The answers you give your chosen copywriter will go towards writing copy that is laser-focused on your audience’s needs. The result? Visitors to your website will feel like you – and the tours you offer – are a perfect fit. Why choose copy coaching? Or do you feel more in tune with these perspectives? You don’t want to keep forking out for copy. You might change the kind of tours you offer. You might decide to start targeting a new audience. You could even repackage your services altogether. Whether the changes you make are big or small, you’re going to need to update your copy. Do you really want to cough up every time you make a change? You want to feel more confident about the words you use. The lessons you learn through copy coaching aren’t just applicable to writing website copy. You can apply the same principles to your social media posts and comments, your email marketing, blog posts and more. You’ll start to understand the psychology of marketing and sales and you’ll be confident your words are hitting home. And when that happens, writing is no longer a chore, it’s fun! You need the accountability of working with a coach. You want to write your own copy, but you struggle to get round to it. ‘Start a blog’ or ‘rewrite my tours’ have been on your to-do list for months, but you never seem to get any closer to getting ticking them off. You need a friendly, experienced guide who will motivate you into setting goals, hold you accountable for these goals and provide you with honest, constructive feedback. If any of this sounds like you, copy coaching might be the way forward. In that case, take time to find a copy coach who: Hybrid approaches Sometimes, though, it’s not as clear cut as wanting done-for-you copy or copy coaching. Could any of the following apply to you? You want a second pair of eyes on your copy. Say you’ve written your About Page. You’re pretty happy with it, but you’d like a second opinion. You want a professional to tell you: You want your copy edited for SEO. You’re happy with your copy, and you want to make sure people read it! In that case, you’ll need help in identifying keywords and inputting them in your copy (in a way that doesn’t sound unnatural or clunky). You need some content planning advice. Perhaps you feel confident enough about writing, but are stuck for what to write about? Many copywriters will be happy to help you brainstorm ideas for content. You’ll be guaranteed to come away with content ideas to last you into the next year. Whether you want help with done-for-you copywriting, copy coaching or a more hybrid approach I can help you. I offer a bespoke service to each individual client, so whatever your copywriting needs, I’m confident I can come up with a package to suit you. Get in touch, and let’s see how I can help you feel more confident about your copy.

Copywriting

What is copywriting and how can it boost your tourism business?

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I’d registered the occasional puzzled face when mentioning my work to friends and family but had never given it too much thought. Until last week, when a friend said ‘Oh, you’ll know all about that, won’t you? You work with copyright.’ It was then I realised I’d been assuming that everyone knew exactly what copywriting was. And maybe they don’t. So, at the risk of sounding patronising, I’ll explain what copywriting is (if you know this inside out already, feel free to skip to the next sub-heading!). Copywriting is not to do with intellectual property rights. That’s copyright, and you can find lots of good information about that here (just in case you stumbled across this page by accident when trying to find out how to protect the rights to your latest masterpiece). So, what is copywriting? Copywriting is persuasive writing. It’s the kind of writing you do when you want your reader to take a specific action, whether that be: And, when you’re running a tourism business, every word you write to your customers (or potential customers) is your copy. That includes the words on your: It even includes words you might not have thought much about before. For example, the words on your out of office reply. Or the error messages and pop-up hints on your website (these are sometimes referred to as microcopy and although they are small, they are super-important!). Or take the words on your call-to-action buttons. Ever thought much about these? Hm, thought not. Well, in a recent LinkedIn post, I shared the story of a tour operator who increased their bookings by 25 percent after changing the text on their website button from ‘Buy Now’ to ‘See Dates’. Talking of calls to action (CTAs) these are crucial! Without one, a piece of writing cannot really be called copy. It’s all very well taking the time to craft a persuasive paragraph, but if you don’t tell your readers what to do at the end of it, you may as well not bother. What copywriting is NOT So, that’s what copywriting is. And, in the interests of clearing up some common misconceptions, here are three things that copywriting is NOT. How can copywriting boost your travel business? Now you know what copywriting is (and isn’t) why is it so important for your travel business? Good copywriting will make customers much more likely to engage with your brand (72% more likely, according to this recent survey). It will also boost your visibility. 88% of SEO specialists believe that quality copywriting is essential for high search engine rankings. Simply put, your words are powerful. You may have stunning photos of your destination (and so you should!) but it’s the words you write that will get your customers reaching for their credit cards – or scrolling on by. Your copy counts for so much at every stage of your customer’s journey. Boost your copywriting confidence Didn’t I tell you that every piece of copy needs a CTA? Well, here’s mine. If you’re reading this and thinking ‘Yes, Genevieve, I understand what copywriting is, but I’m not sure I’m doing it right!’ then don’t despair. If you’d like to learn about the hows and whys of copywriting, I can help you. I offer 1-1 coaching sessions, tailored to suit the needs of you and your business. You can choose between a single Copy Boost session or my in-depth six-week course. Find out more about my services here. Alternatively, I can write your copy for you. Contact me to find out more about what investing in good copy could do for your tourism business.

Blogging

How to add SEO sauce to your blog

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In my last blog post, I warned against letting perfectionism get the better of you. It’s better to publish than to procrastinate, people! Having said that, you will want people to read what you’ve poured time and effort into writing. And for that reason alone, you should spend a little time adding some SEO sauce to your post. (Note the phrase ‘SEO sauce’. Personally, I like to focus on creating content first, following the steps I’ve outlined previously. I then squeeze on the SEO sauce before serving up my post to the public. Why? If I get too hung up on SEO too early on in the writing process, it takes the fun out of things, making blogging seem like a box-ticking exercise. And it’s supposed to be fun, remember?) You may well have heard of Google’s EEAT Guidelines (yes, they recently added an extra E!). EEAT stands for: These guidelines are one of the ways in which Google assesses whether your content is of value to readers. And doesn’t this seem a logical way of doing things? Who doesn’t want to read reliable content written by someone who knows what they’re talking about? Bear this in mind whenever you write a blog post. Well-researched content should be the bedrock of your blog. Do your keyword research This is the basis of SEO – so don’t skip this step! If you do, you’re building your castle on shaky foundations. Follow these steps to make sure your keyword research is sound. Use your keywords How to use your keywords? You don’t want to smother your post in sauce (if you’ve ever shaken a bottle of ketchup too violently you’ll know that soggy chips are never good!), and you want to make sure there’s a nice even coverage. Remember too, that Google penalises what’s known as ‘keyword stuffing’. Read your post aloud – do your chosen keywords sound natural? Or does your post sound repetitive? If the latter, time to make some edits. Some further tips for using keywords: Include links Your blog post should include external links – as long as they are relevant to your topic and come from trustworthy sources. Why? Because this is another way of showing Google that your content is authoritative and helpful. Include internal links (links to other pages on your own website) too. This helps Google to index your content more efficiently – and gain a better, more holistic understanding of what you and your business are about. Just make sure: Utilise images Images have an important part to play in boosting SEO. Make sure you always include an alt-text description for any images you share on your blog post. Not only does this make your images accessible for people who use screen-readers, it’s also an opportunity to add keywords. For example, the alt-text caption I wrote for the above image is: ‘women conducting keyword research for her tourism blog.’ Make sure your pictures aren’t huge! Large images load more slowly, which hinders user experience. And that won’t exactly work wonders for SEO. There’s useful information about sizing your blog images here. Consider plug-ins And finally – why not get a plug-in to give you feedback on your SEO before you publish? I use Yoast (the free version) but there are others. A word of caution though: plug-ins like Yoast are handy, but they don’t do your keyword research for you and you should always use your own instinct when it comes to deciding how natural your keywords sound within your post. Do you need input personalised to your business? Why not book a Copy Boost session with me? This hour will be laser-focused on your specific needs, giving you the confidence you need to blog with confidence. Interested? DM me on LinkedIn or email me at genevieve@campioncopy.com

A typewriter on a desk ready to write a tourism blog post
Blogging, Copywriting

How to write a banging blog post

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You’ve overcome your blogging blocks and you’ve got a list of great content ideas to get you started on your blogging journey. (Or at least you should have if you’ve been keeping up to date with my previous posts.) Now, are you ready to write your first blog post? The truth is, no matter how well you may have prepared yourself, the act of sitting down and writing isn’t always easy. Writer’s block, procrastination and fear of failure can all become deadly enemies. With this in mind, here’s a simple process to follow for writing those first few blog posts. After a while, it should become second nature. 1. Beat the blank page Getting started is the hardest thing. So resist the temptation to start at the very beginning – it’s not always a very good place to start despite what Maria might tell you. Instead, write down everything you know about the topic in question. Set a timer for 8 minutes and let your ideas flow onto the page. Resist the temptation to edit – that can come later. So can your introduction and your title. This is where it’s really important to have chosen something you actually want to write about. When I’ve chosen a topic I feel I know inside out and am desperate to share, the words just tumble out of me. The trick is to find something that both you and your readers are interested in. (I could have fun writing about my favourite types of cheese, but would visitors to this blog find that helpful? I doubt it.) 2. Choose a format Now you’ve decided on your topic, you need to choose a format. If you’re new to blogging, listicles can be a great place to start. While some may argue that listicles have become a hackneyed cliche, there is a a good deal of evidence to suggest that this simple, easily digestible format is still as popular as ever. And there’s no denying that certain types of content simply lend themselves to listicles. Say, for instance, I want to write a blog post about the top ten family-friendly attractions in London. Why on earth wouldn’t I choose the listicle format? There are plenty other formats which you can and should experiment with though. For example: I’ve shared these formats as I think they’re the most straightforward to write, but the possibilities are endless! Check out this article for more help with choosing the right format for your next blog post. 3. Build the body Now we’re onto the meat of your post. There’s a lot to say here (probably a whole post’s worth), but in the interests of brevity I will give you just 5 things to think about. 4. Write your heading Coming up with an engaging heading is not an easy task, but choosing the right one will pay dividends. Your heading is not just a way to entice readers to keep reading: it’s also a way to get eyes on your post (if you’re strategic with keywords). Please note: this blog post’s title is not a good example of an SEO-friendly one. My original title was ‘How to write a tourism blog post’ which might have been better for SEO but just sounded dull beyond belief. SEO is hugely important, but sometimes you have to go with what feels good! (I’ll be going into SEO in much more detail in my next post.) Finally, and this should go without saying, make sure your title accurately reflects the content of your post. So don’t write a blog post with the title ‘Taylor Swift’s Top Tips for a fun time in Tenerife’ if your post doesn’t mention Tenerife. Because if you do that, you’ve just produced a piece of click-bait. And that’s naughty. 5. Have a clear CTA Why are you blogging? Is it just for fun? Nope, thought not. While blogging can be a lot of fun, I’m guessing there are other things you might want to be doing with your time. You’re blogging to get people booking your tours. You’re blogging to build know, like, trust. You’re blogging to increase your visibility. So make sure the CTA at the end of your blog posts rewards your effort in writing it. And you can do that by including a clear call to action. Not 3 or 4 – remember, confused minds don’t buy. Just write one thing you want your readers to do. For an example, see the end of this post. 6. Go ahead and click publish! A mentor of mine has a saying which I love so much that I’ve adopted it as my own: ‘Better done than perfect’. Your post will never be perfect. Maybe the ideal heading will elude you (I’m not convinced about the heading for this post!). Or perhaps you could source some better photos. And you should definitely proofread it a few days later. Isn’t that what the writing gurus say? The thing is, the longer you procrastinate, the less likely you are to publish the darn thing. And then no one will ever read what you have to say. Wouldn’t that be a shame? Remember, the beauty of blogging is you can always go back and make changes later on. So be bold! What have you got to lose? Click that button with confidence! Done it? Congratulations – you’ve embarked on your blogging journey. It’s going to be a thrilling ride! (Psst: here’s my CTA!) If you’re still bewildered by blogging (and I know there’s a lot to take in) book a Copy Boost session with me. This hour will be laser-focused on your specific needs, giving you the confidence and know-how you need to write a truly banging blog post. Interested? DM me on LinkedIn or email me at genevieve@campioncopy.com

Women conducting keyword research for her tourism blog
Blogging, Copywriting, Visibility

10 places to find blogging inspiration

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So, you’ve decided to blog about your tourism business. Congratulations! It’s going to be fun – and, if you’re committed, it will pay dividends. There’s just one tiny issue. What on earth are you going to blog about? You’ve maybe got an idea for your first couple of posts – but what then? Fear not, I have good news for you. Posting inspiration is all around! And I’m here to show you 10 places where your next great blog post idea might be lurking… 1. Your own brain The process I am about to describe may sound a little retro. Stick with me, ok? Yes, I know there are loads of online places you can go for inspiration (we’ll be covering these in a moment!) but nothing beats sitting down with a big (I’m talking A2) piece of paper, some coloured sharpies and just letting your mind generate as many ideas as possible. Some of these ideas will not be worth pursuing, others will be pure gold. And keep a pen and notebook beside your bed. How many times have I woken up in the small hours with a brilliant idea, thinking ‘my next post is in the bag!’ only to wake up the next morning to find it has disappeared? (Answer: a lot). Good ideas are flighty little critters – don’t let them slip away. 2. Your DMs Think of your DMs as a repository for FAQS. Then mine these DMS for potential blog posts. For example, visitors to Shetland (where I live) might ask questions like: Any one of these questions could be the basis of a great blog post. And it’s not just questions you’ll find in your DMS. You’ll also find feedback (both positive and negative) which could spark inspiration. For example, what do your customers particularly like about your tours? What particular tour highlights do they mention, and how could you blog about them? 3. My free resource My free resource (available here) catchily titled 30 social media post ideas for tour guides and tour operators can also be a great leaping-off point for the beginner blogger. Behold – here are just three of its suggestions for social media posts: Just writing these ideas down is getting my creative juices flowing! Download my freebie (if you haven’t already) and get writing. Or filming. Or podcasting. (Remember, blogs don’t have to be written.) 4. Your own social media posts Linking on from my previous point, let’s talk about repurposing. Not every blog post you write for your tourism business needs to be a brand new idea (if you take this approach, you’re going to reach blogger burnout fairly quickly!). Scan your social media posts for posts that could be developed into blog posts (bonus points if you choose ones that have got good engagement – this means they’re likely to appeal to your customers). Then expand upon them. For example: Don’t worry about being repetitive. Bear in mind that a tiny percentage of your followers will have seen your original social media post, and even if they have, they’ve probably forgotten it by now. 5. Other tour bloggers’ work Other people’s blogs are always a great source of inspiration. It’s not going to hurt a tour guide on the other side of the world (or even the country) if you copy the style and format of one of their blog posts, is it? For example, if you’re a tour guide in Paris reading a blog post on ‘5 family-friendly days-out in New York’ why not do the same for your city? Here’s a blog post I wrote, where I interviewed a local birder about Shetland’s top ten summer birds and their dialect names. Could you write a similar post about your local wildlife? 6. Outside of tourism Once you’ve got into the habit of blogging, you’ll find ideas everywhere you go. Sometimes we get so immersed in our little tourism bubble, that we forget to look further afield. Next time you’re checking out a blog on one of your other interests (come on, I’m sure you have at least one!) stay alert to format, style and content. Whether it’s a blog on miniature modelling, health and wellness or DIY, you’re likely to find content ideas you can adapt for your own tourism blog. 7. Your own backyard Okay – you may need to go slightly further than this. But get up, go for a walk. See your destination with fresh eyes. If you were visiting for the first time, what would you want to know? Remember – people love to feel they are discovering a city’s secrets. Are there any off-the-beaten-track places you could share? A retro clothes shop? A community garden? A cake fridge?* *In Shetland, cake fridges are a thing! Imagine being out for a walk in the middle of nowhere and stumbling across a box full of homemade goodies! 8. Google I’ll be covering SEO tips later on in this blogging mini-series, as this is vital stuff to know when you’re blogging. Writing content that answers frequently asked questions is one easy way of making sure your content gets read – and it’s also a valuable source of posting inspiration. In the meantime, playing around with Google Search can be a great way of finding out the topics that people have been searching for. And if people have been searching for these topics, you can bet they’re going to want to read about them. This article is a handy step-by-step guide to help you generate blog ideas on Google. 9. Your customers Why not ask your customers directly what they’d like you to blog about? Social media polls are a great way of doing this. Your customers will feel you care, and you’ll get some great content ideas! Win win. 10. Your life Hope you haven’t thrown away the sharpies and paper we were using in number 1. You’ll need them for this bit. Although last on the list, this item is

Copywriting

Tour descriptions that SELL

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You know your tours are awesome. So why aren’t they fully booked? There could be a few reasons why your services aren’t getting snapped up. But the tour descriptions on your website might be a good place to start. Your tour descriptions should: Let’s look at each of these points in more detail. Speak to your target customer This doesn’t simply mean knowing who your target customer is (age, gender, socio-economic group, interests etc.). While that’s all important stuff to know, it’s the what. You need to think about the why and the how: Keep these questions firmly in mind as you write your tour descriptions and the answers will shine through your copy. Make it easy to read Confront your readers with long paragraphs at your peril! Whether we like it or not, attention spans are shrinking and no one is going to wade through huge chunks of text on your website. Use short paragraphs, bullet-pointed lists and white space where you can. Also, put yourself in your reader’s shoes and don’t assume they know things. Instead of writing: Climb the Scott Monument. (what’s that?) write Get a bird’s eye view of the city from the Scott Monument, Edinburgh’s 61-metre-high literary landmark. (Sounds cool! I want to do that!) Be specific There are a million tour descriptions out there, describing scenery as breathtaking, spectacular and stunning and monuments as architectural gems, iconic and world-famous. It’s all too easy to reach for the nearest cliche, but this is not going to help your tours stand out from the competition! Use specific details to grab your reader’s attention. Instead of writing: Stop for a drink in Ernest Hemingway’s favourite bar. write Make like Hemingway and drink a daiquiri in Bar El Floridita. See the difference? Less can be more You don’t need to provide every single tour highlight. Long lists don’t look good, and a highlights section should be as its name suggests – a list of two or three of the very best bits from your tour. Keep your best highlights for your first and last bullet points, as these are the points that are most likely to grab your reader’s attention. Write with SEO in mind There’s not much point in writing amazing tour descriptions if no one reads them, is there? Now you’ve spent time crafting your copy, you need to get as many eyes on it as possible. There is lots to say about SEO (and I’ll leave it for another blog post) but a good starting point is to choose a keyword that defines your tour and include it in your title. Then make sure you include the keyword once or twice in the body of your tour description (don’t overdo this or you will be penalised for ‘keyword stuffing’). I’m busy helping a tour operator craft the tour descriptions for their website right now – but will have availability for more of this kind of work from the end of March onwards. Do you need someone to cast an eye over the tours on your website? If so, get in touch.

Copywriting

Why content pillars matter

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Ah, the blank screen of doom. I think we’ve all been there – especially when it comes to posting about our businesses on social media. After all, we’re repeatedly told that: But, what exactly do we post? Is it possible to have a real life as well as an online one? And how do we avoid sounding boring/repetitive/like a bit of a dick? The truth is that managing your own social media can be hard. Especially when you have tours to run and itineraries to plan. Often, it seems like there just isn’t time to run a tourism business AND dream up fun, creative social media posts with enticing visuals to match. So, you sit slumped in front of your laptop, waiting for inspiration to strike. And sometimes it does, sometimes it doesn’t. Then the next day you’re back to square one again and that darn black screen! Wouldn’t it be nice to have a strategy? Of course it would! But how do you even start with that? I’m not going to lie – developing your social media can take time. But in the long run, it’ll be a lifesaver. In this post, I’m going to run you through the basic building blocks for setting up a social media strategy for your tourism business. Does this mean your social media posting will be effortless from hereon in? Um, nope – sorry. But it does mean that it will get easier. And that you’ll be less likely to find yourself confronted by that blank screen… Step 1: What are your content pillars? What exactly do you want to communicate about your tourism business to your ideal customers? Choose 3-4 key themes. These are your content pillars, and they should be the basis of everything you post on social media. Building your posts around these pillars will not only build your brand (over time your audience will know what to expect of you) but it will help your posting consistency and make it much easier for you to find posting inspiration. Wondering what your pillars are? Let’s move on to the next step. Step 2: Defining your content pillars Choosing your pillars shouldn’t be a random exercise. And the pillars you pick shouldn’t be based on your particular interests, but on what your customers need. The most important thing to do when deciding on your content pillars is to spend time in market research, finding out what matters to your customers. You can do this by finding out what keywords your customers are searching for online, highlighting recurring words in customer reviews or by conducting some market research with customers  (1-1 conversations are great for this). Then have an intensive brainstorming session. Write down as many words as you can associated with what customers want and what you provide. Then narrow this down to a maximum of 4 content pillars. For example, a tour guide in Shetland might choose the following as their content pillars: Step 3: Choosing topics Next, you need to think of content topics to go with each pillar. Imagine you are a Shetland tour guide and have decided on the content pillars above. Here are just a few content ideas to go with each post. Try this exercise with your own location. I’m sure loads of opportunities will spring to mind! Step 4: Create a campagin Thinking of one post at a time can get exhausting and this is often where inspiration starts to flag. Instead of thinking in terms of individual posts, think in terms of campaigns. That means thinking of what you want to focus on in your tourism business, and then really doubling down on it – think of something that can be linked to all of your content pillars. So, to continue with the example above, let’s say I want to promote my walking tour of Shetland. That means that for one month, all of my posts are written with this goal in mind. That doesn’t mean writing ‘Hey, come on my walking tour!’ in every post. Because, let’s face it, that’d get pretty annoying. But it could mean: Post 1: a photo of a local beach I’d take in on my walking tour (Content pillar: a place to reset) Post 2: an archive photo of a historical figure I talk about on my tour and a teasing hook so people are desperate to find out more! (Content pillar: storytelling) Post 3: A photo of my scuffed hiking boots along with a little story about them, and why I love them (I always wear them on my walking tours!) (Content pillar: building trust) Post 4: Video footage me walking along the historic street that features on my walking tour, as I point out a couple of historic landmarks (Content pillars: building trust and culture) Step 5: Plan your calendar You can use your content pillar to plan loads of social media posts. I like to plan a month in advance, but you could do much more than this – and wouldn’t that be nice during the busy tourist season? These are the foundations of your social media strategy – if you want some icing and cherries to go on top, stick around for my next post. And – if you need a quick fix of inspiration check out my 30 days of social media planner.

Copywriting

You’re NOT rubbish at writing

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Do you know something I hear A LOT when introducing myself to new people and telling them what I do for a living? ‘I’m rubbish at writing’. Usually, this is said with a sad shake of the head. The same admission is often followed with the tale of the traumatic English class experience that crushed the speaker’s writing confidence. In all honesty, you are probably not a rubbish writer. But you might well be experiencing blocks, something that even perfectly good writers grapple with from time to time.   Writing blocks can be caused by all kinds of things, but here are three serious blockers I’ve come across. Read on – do any of these ring a bell? Common Blocks Lack of confidence: this can be caused by all kinds of things. I’ve already mentioned bad experiences at school. But we can also be crippled by the comparisons we make between ourselves and other writers. It’s all too easy to go on to read someone else’s website or blog post and think: ‘Why can’t I write like they do?’ Well, the answer is simple. You can’t write like they do because you’re NOT them. You can, however, write like the best version of YOU. That’s achievable and that’s what you should be aiming for. A lost writing mojo: the single greatest cause of a lost writing mojo is not feeling genuinely interested in what you’re writing about. When you care about something, the words just flow. You don’t need to check your word count every few minutes – instead, you feel pumped and in the zone. So, if you’re struggling to write about your business, maybe it’s a sign. Are there any tweaks you need to make to your offer? Or do you need to find another angle to write about? Not being copy savvy: copywriting is a specific kind of writing with a specific purpose – namely wooing customers and getting sales! It’s therefore very different from writing a report or a business email. What works for those types of writing just won’t cut it when it comes to copy. You need to know your stuff – headline writing, formatting, branding and tone of voice all have an important part to play here. Overcoming writing blocks You don’t have to resign yourself to being rubbish at writing – and neither should you. If you want your business to succeed, choosing the right words to market yourself is absolutely crucial. Working on your writing skills will ultimately save you time and make you money. If you need help overcoming your writing blocks, check out the offers on my services page. From an hour-long Copy Boost session to an intensive 1-1 copywriting programme, I can help you identify your writing blocks and guide you in taking the action you need to overcome them.

My adventures

On ferry crossings and copywriting

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The ferry ride between mainland Scotland and my Shetland home takes 12 hours (14 if we stop at Orkney). Being lulled to sleep on the waves can be a very soothing experience – sometimes.    Other times, it can be a whole lot less lovely.    On stormy nights in autumn and winter, I find the ferry ride to be a physical and emotional rollercoaster ride – honestly, you don’t know what seasickness is until you’re being tossed around in the middle of the North Sea on a dark winter evening…  But it can also be a bit of an adventure, a bonding experience, and give you a great tale to tell, especially if you end up in wheelchair by the end of the crossing (true story – this happened to my husband last year). In fact, most Shetlanders I know have at least one great story to tell about a ferry crossing – good, bad or downright ugly.   ‘But surely there are flights?’ I hear you ask. Sure there are. Flight time is a speedy one hour – hardly enough time to digest the free tea, shortbread and Tunnock’s caramel wafers you’re presented with. But on the other hand, fares and expensive and you’ll be less likely to get a great story out of it.   So, to answer question posed in the title of this post, what exactly do ferry rides and writing your own marketing copy have in common?   Let me explain.   Writing your own marketing copy can feel a bit like the ferry ride to Shetland. It’s time-consuming, challenging and you might even find yourself throwing up on your shoes. Wouldn’t it be easier to get a professional to write your copy for you so you can fly to your destination in speed and comfort?  And my answer is, hell yeah! If you want to get to where you need to be fast. But is this a sustainable way of doing things? Is it affordable? And, ultimately, what will you learn from it?  You need to rise to the challenge. Learning to write your own marketing copy can be tough. Realistically, it will take you longer than 12 hours to get to where you want to be.   But think of the money you’ll save and the sense of achievement you’ll feel at the end of your trip!  I’m Genevieve, and I help tour guides and tour operators write great marketing copy, build their audience and make more money.   And when things get bumpy, I’ll even help keep your hair out of the way and hold your sick bag for you.  Check out my services page {link below} to find out more about how we can work together.  

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