Sticky Content co-founder and Econsultancy blogger Dan Brotzel looks at a classic travel copy challenge – breathing new life into well-trodden destination guides. Get ideas on how to: • approach familiar places in fresh ways by creating variation within parameters • use copy formats to make your content more usable • use tone of voice to create a point of difference • carry out effective QA even at high volumes

1. How to write compelling destination
guides about the same old places
@danbrotzel
#DigitalTravel2015
“Unspoilt beaches and
azure skies”

2. Who are Sticky Content?

3. Who we work with…

4. © 2014 Sticky Content Ltd. Credit Image
Our travel and leisure clients include…

8. Destinations guide: the challenge
• ‘These places all look the same to me’
• ‘But it’s all been said before’
• ‘Everything we write sounds like a cliché’
• ‘This copy could be about anywhere…’
• ‘But I’ve never even been there!’
• ‘Oh, and we need 400 of these guides
before the new season launch!’

9. Cliches to avoid…
Totally unique
Breathtaking views
Stunning vistas
Bustling marketplace Eaterie
Ticks every box
Lush greenery
Something for everyoneUnspoilt beaches
To die for
Ideal destination
Blend of ancient and modern
Rich cultural heritage

11. “ornate”
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12. = “I don’t really
know anything
about
architecture”

13. “desert island”
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14. = “any island
that might be a
bit far away and
slightly exotic”

15. “stunning vista”
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16. = ‘writer doesn’t
want to say
“view” again’

17. “hidden gem”
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18. = “used
indiscriminately for
somewhere that’s
quite nice”

19. “like travelling
back in time”
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20. = “could do with
a lick of paint”

21. “rich cultural heritage”
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22. = “no time to research
the history or
traditions of the place”

23. “golden beaches”
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24. = “default descriptor
for all sandy beaches,
even the white ones”

25. “city of contrasts”
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26. = “city contains a
few things that are
slightly different
from each other”

28. 6 ways to meet the challenge
• know your users’ needs
• find your voice
• look for the telling detail
• sound like you’ve been there
• use formats for scale
• your content toolkit

29. Know your user’s needs
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31. Know your users’ needs
• who are you writing for?
• where are they at in the cycle? Are they
comparison shopping? Browsing? Have
they booked (or are about to)?
• what do they want? Top-level inspiration?
Local knowledge? Facts and practical
details?
• you can do all these – just not in the same
guide…

35. Find your voice
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36. Your distinctive flavour
• create a point of difference with your own
tone of voice
• work out what your voice is – then how to
roll it out
• a strong voice is both consistent and
flexible
• use tonal value and before/after good/bad
examples can

39. ‘When we write, we
want to sound x’

40. Acme
Travel
Friendly
Calm
IntelligentTransparent
Quietly
confident

41. Polite
Cordial
Warm
Affectionate
Good
mates
Confidential
Intimate
Friendly

43. The telling detail
© PAImages

44. With its beaches, mountains, historic towns
and villages and incredible cuisine, xxxxx
has something for everyone.
Where’s this?

46. Not everybody wants the same from their
holiday; some like pure relaxation, others
like to pack in as much adventure and
excitement as possible, and still others like
to make it an educational experience.
Whatever you want from a holiday, xxx has
something for everyone.
Where’s this?

48. Sample xxx’s vibrant mix of clubs, bars and
restaurants. From curry to classy cocktails
there’s something for everyone..
Where’s this?

50.  There are 6 dining options, so there are
always plenty of different dishes for you to try.
 There are 6 dining options, including a rooftop
Italian à la carte and a poolside barbecue grill.

53. Sound like you’ve
been there
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54. Sound like you’ve been there
• no substitute for firsthand knowledge – or
at least the impression of it
• talk to reps and staff on the ground – even
a brief email questionnaire can help you
get up-to-date local knowledge
• use social media sites, google images and
expert amateur/expat bloggers

59. Use formats for scale
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60. Content formats for scale
• templating your guides brings usability,
seo and production planning benefits
• copy formats (or templates) teach people
how to use your site
• it’s easy for people to move between
different examples of same type

73. Your content toolkit
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74. Your content toolkit
• language guidelines – points of style, plus
words to use / avoid
• copy template
• practical tone of voice guidelines
• proofing checklist

75. Acme
Travel
Friendly
Calm
IntelligentTransparent
Quietly
confident

76. How we want to sound
The way we write is ALWAYS... The way we write is NEVER...
Can-do Practical, proactive, energetic,
resourceful.
Pedantic, inflexible, lethargic,
unrealistic.
Supportive Co-operative, empathetic,
encouraging, trusting.
Cold, unhelpful, officious,
assumptive, patronising
Straightforward Direct, economical,
conversational, likeable, calm.
Formal, flat, official, jargon-laden,
terse/blunt.
Transparent Honest, professional,
trustworthy, responsible.
Evasive, obstructive, flaky.

77. Proofing checklist
 links
 telephone numbers
 proper names, especially destinations,
addresses, hotels etc
 headlines, subheads, standfirsts
 consistency with format
 no banned words used

78. In a nutshell…
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79. Effective destination guides: checklist
 Do we have a clear sense of who we’re
writing for, and where they’re at?
 Does this copy sound specific to the place,
or is it too interchangeable?
 Do we have a format to structure our info?
 Have we focused on telling, local details
rather than generic statements?
 Could this copy have been written by any
other brand? Does it sound like us?

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experts
• you select area for review
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findings
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