How Boldly Go Was Born (and Why I Wrote It For You)
You know how it feels when you come across yet another travel website, full of stock photos, vague promises and copy as beige as the carpet in my dentist’s waiting room, don’t you?
Me too. And – after years of reading this stuff , as a copywriter, an armchair traveller, and a woman who knows the difference between words that sell and words that send people to sleep – I’d had enough. Quite frankly, it was enough to bring out the vigilante in me.
The Stories Are There – So Why the Snooze-Factor?
I kept thinking of all the untold stories, the quirky details, the voices with real charm and character… hidden behind a haze of clichés.
“Nestled in the heart of…”? Yawn.
I knew the problem wasn’t a lack of passion or personality – far from it. The tour guides, DMCs, and tourism business owners I work with are some of the most inspiring people I know. But when it came to writing about what they offer?
They were stuck.
Too much conflicting advice. Not enough help.
When you’re running a travel business, time is tight. Money might be even tighter. And while you know you need better copy – for your website, emails, social posts – the advice out there is overwhelming, contradictory or just plain confusing.
One client said they felt like they were constantly being “nagged and hounded by shouty online posts.” Another spoke of constant overwhelm and “the dreaded blank page syndrome”. (Yup, relatable.)
So I decided to do something about it.
I booked a flight. I packed a my laptop. And I got to work.
Writing a book as a working mum felt like a luxury I didn’t have time for. So I made time.
I took myself off to Marmaris for a couple of weeks, leaving my heroic husband in charge of our four-year-old, shopping and meal-planning. Just before I left, he told me that if I didn’t return with both his travel adaptor (I do have a habit of losing things) and the first draft of the book, I wasn’t to bother coming home at all.
With this warning ringing in my ear, I boarded my flight.
And there, from the balcony of my aptly named Sunrise Hotel, I did the thing.
6am swims. Sunrise writing. Poolside plotting. Midnight editing. Repeat.
I had many a blether with the local waiters who couldn’t quite believe I was choosing to work on holiday.
Then, reality bit. I came home to Shetland, swapped the sunlounger for a fireside seat, and kept writing.
And what came out of all that?
Boldly Go: Confident Copywriting for Travel, Tourism and Hospitality.
The copywriting guide I wish my clients had years ago.
Boldly Go is part how-to guide, part workbook. It’s slim, practical and designed for travel and tourism pros who want to write their own copy — without losing the will to live.
It’s built on my years of experience as a copywriter, teacher and business advisor. And it’s carefully structured to help you build clarity, confidence and customer connection at every step.
This is not the kind of book you buy, skim, and let gather dust. Most chapters use storytelling to draw you in (very meta, since we cover storytelling too), and each one comes with a task you can apply directly to your business.
Even better? You can send me your completed task for expert feedback. It’s a book you can work with, not just read.
You’ll learn:
- How to define your brand voice and attract the right guests
- How to tell your origin story (without cringing)
- What makes a great About page
- Why tone of voice matters more than you think
- How to make your SEO strategy work for you
And most importantly, you’ll write as you read. Each chapter includes tasks to help you apply what you’re learning to your own business.
Want feedback on your writing too? Bigger & Bolder is for you.
One of the reasons I wrote this book was to help tourism professionals on tighter budgets get access to expert support.
But I know that sometimes, even with a guide in hand, you want to make doubly sure you’re on the right track.
So I created Bigger & Bolder: a bundle that includes the book plus personalised feedback from me on your copywriting. Website pages, email sequences, social posts – whatever you’re working on.
You send it. I read it. You get constructive, confidence-boosting comments and suggestions.
It’s like a confidence boost chased with a serious shot of strategy.
Ready to stop stirring the word soup?
If you’re fed up with your travel copy sounding like everyone else’s – or worse, like it was written by an AI bot with a head cold – then Boldly Go is here to help.
Choose your adventure:
- Buy the book
- Get the bundle
- Or book 1-1 coaching for deeper support
And if you haven’t already, join Club Campion – my no-fluff mailing list for travel pros who want to write better, book more, and stay in the loop.
Copywriting is mostly thinking. But with the right tools, the right structure and a little encouragement?
You’ll be surprised how much you’ve got to say.
