Last Friday’s Marketing Minute video was on copywriting, or essentially, the words we use to write, well, anything. The words on our website, social media, newsletters, etc. In the video, I touched briefly on 3 important aspects of good copywriting:
Describing what it is that you’re trying to describe.
Compelling people to action.
Search Engine Optimization.
I didn’t have time in one minute to get too in-depth, so I’m diving a bit deeper here on the blog.
1. Descriptive writing. Especially in an industry as experiential as travel, it’s so important to use your words to show, not just tell. You have just a few seconds to grab your reader’s attention, so clearly and concisely state your business and expertise. You also want to write in a way that describes their travel experience. Go beyond simply saying “Check-in to X Hotel, in a King Room” and describe the property for the guest.
2. Calls-to-action. If you don’t tell people what to do, they won’t do it. So make it easy for them to know by telling them “click here,” read “this latest article,” or “subscribe for a special offer.” This certainly isn’t the poetic side of copywriting, but you’re not Shakespeare - you’re a business owner. Read a helpful go-list of CTA pointers. (See what I did there?).
3. Search Engine Optimization (SEO). If you’re not writing with SEO in mind, you’re not writing to be found on Google. SEO is an understandably closely-held secret by Google, but there are ways you need to be writing for the internet search crawlers to find your site. Google even has a great white paper on the subject. Look for a future Marketing Minute video/blog on this exact topic -- it’s so important and I want to tackle it in a future episode.
So, in summary, I try to write taking all three goals into consideration. I write, revise, write some more, and revise again. It’s the nature of copywriting. But as with most things, the more you do it, the better you become. Aim to write a weekly newsletter, or at least bi-weekly. Stay top of mind with daily social media posts. And get a steady stream of internet referrals by having SEO-driven content.