A Guide To Writing Website Copy That
Speaks Your Prospects’ Language
Dustin Walker is a travel copywriter
and marketer with more than 10
year’s of experience as a
professional scribe
He helps...
 A company’s written voice helps
define the brand’s personality and
can create an instant bond with
the reader. When done...
 No traveler wants to book a hotel
room or go on a tour that will make
them feel like an outsider. If the copy
for your h...
 How to define your travel brand’s written
voice
 Four must-follow tips when deciding what
your brand should sound like
...
 How old are they?
 Where are they from? (cities or small towns, for
example)
 What do they want most from your product...
 What kind of words your customers would
use to describe your brand. Funky?
Charming? Inspiring? Extreme? Check out
revie...
 Are they adrenalin-hungry daredevils? If so,
make sure your written voice is packed with
short sentences and super-stron...
1) Don’t be boring. Write the
way people talk and ditch all
the jargon.
2) Clarity is more important than
having a distinct voice. What good
is your website if people don’t
understand what you’r...
3) Don’t write for everyone. Tailor
your written voice so it appeals to
the audience most likely to use
your services or b...
4) Always use a consistent voice
throughout your website. There
may be situations where you will
need to alter your tone, ...
Every brand’s web copy should
have its own personality, so this is
by no means an all-encompassing
list. But hopefully, it...
 Focus on more refined language (but
don’t be flowery).
 Use longer, flowing sentences.
 Go easy on the contractions.
...
 Slip in some slang. If it suits your main
audience, try adjectives like ‘killer,’ ‘sweet’
or even ‘kickass’.
 Use timel...
 Avoid hyped or excited language. Keep
command-focused verbs to a minimum.
 Ask questions to demonstrate you
understand ...
 Avoid adverbs that end in –ly. They’ll slow the
pace of your copy down.
 Focus on strong, verb-driven imperative
senten...
So now that you have an idea of the basics, mix it
up to find the exact voice that fits your brand.
Maybe you run a swank...
No matter what kind of voice you decide to
use, just make sure your copy speaks your
customers’ language and doesn’t sound...
Get better results from your online marketing by
reading my free report:
How To Write Enticing Travel Content
This report ...
How To Find Your Travel Brand’s ‘Voice'
How To Find Your Travel Brand’s ‘Voice'
How To Find Your Travel Brand’s ‘Voice'
How To Find Your Travel Brand’s ‘Voice'
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How To Find Your Travel Brand’s ‘Voice'

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What does your travel content 'sound' like? Does it match your brand and connect with your target audience?

Blog content, website copy and other travel marketing materials that use an engaging and memorable ‘voice’ can help your business stand out in a crowded market.

This presentation shows you how to develop a brand voice that speaks to your best prospects.

Published in: Marketing, Business, Education
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How To Find Your Travel Brand’s ‘Voice'

  1. 1. A Guide To Writing Website Copy That Speaks Your Prospects’ Language
  2. 2. Dustin Walker is a travel copywriter and marketer with more than 10 year’s of experience as a professional scribe He helps travel companies get better results from online marketing through his agency: Jet Copywriting.
  3. 3.  A company’s written voice helps define the brand’s personality and can create an instant bond with the reader. When done well, it makes your audience realize that you “get them.”
  4. 4.  No traveler wants to book a hotel room or go on a tour that will make them feel like an outsider. If the copy for your hip resort sounds like a 60- year-old accountant wrote it, some of your best prospects won’t bother clicking onto your amenities page.
  5. 5.  How to define your travel brand’s written voice  Four must-follow tips when deciding what your brand should sound like  A writing cheat-sheet to help you get the tone of voice you want
  6. 6.  How old are they?  Where are they from? (cities or small towns, for example)  What do they want most from your product or service?  How much money do they earn?  What type of experiences do they prefer? (Voluntourism? Luxurious escapes?)
  7. 7.  What kind of words your customers would use to describe your brand. Funky? Charming? Inspiring? Extreme? Check out review websites like Tripadvisor and read comments about your business.  You’ll likely find one or two adjectives that really stand out – keep them in mind while developing your tone of voice.
  8. 8.  Are they adrenalin-hungry daredevils? If so, make sure your written voice is packed with short sentences and super-strong verbs.  Maybe they’re affluent jetsetters who love the finer things in life, in which case you’ll need to use much more elegant language.
  9. 9. 1) Don’t be boring. Write the way people talk and ditch all the jargon.
  10. 10. 2) Clarity is more important than having a distinct voice. What good is your website if people don’t understand what you’re saying?
  11. 11. 3) Don’t write for everyone. Tailor your written voice so it appeals to the audience most likely to use your services or buy your products. Think about the core 30-50%.
  12. 12. 4) Always use a consistent voice throughout your website. There may be situations where you will need to alter your tone, but your website overall should sound consistent.
  13. 13. Every brand’s web copy should have its own personality, so this is by no means an all-encompassing list. But hopefully, it will give you some useful ideas to get started…
  14. 14.  Focus on more refined language (but don’t be flowery).  Use longer, flowing sentences.  Go easy on the contractions.  Use phrases that suggest exclusivity. Make the reader feel as if the experience isn’t available to everyone.
  15. 15.  Slip in some slang. If it suits your main audience, try adjectives like ‘killer,’ ‘sweet’ or even ‘kickass’.  Use timeless pop culture references that won’t be stale in a few months.  Add a little snark to your copy, but don’t go overboard. You don’t want to seem mean.  Bend the grammar rules. Focus on writing exactly how your demographic talks.
  16. 16.  Avoid hyped or excited language. Keep command-focused verbs to a minimum.  Ask questions to demonstrate you understand your prospects’ concerns or objections. (Worried you might miss your flight? No problem, our guides will wake you in the morning.)  Use words and phrases that feel warm and friendly
  17. 17.  Avoid adverbs that end in –ly. They’ll slow the pace of your copy down.  Focus on strong, verb-driven imperative sentences (Plunge into the waves…)  Always opt for action-focused adjectives that suggest power or speed.  Set a quick pace with your copy
  18. 18. So now that you have an idea of the basics, mix it up to find the exact voice that fits your brand. Maybe you run a swanky nightclub and want your copy to sound hip but lavish.  If you provide fishing tours, perhaps your itineraries should have an exciting yet dependable voice.  Or maybe your voice doesn’t fit any of the above styles. Perhaps it’s romantic or charming or even high-tech nerdy.
  19. 19. No matter what kind of voice you decide to use, just make sure your copy speaks your customers’ language and doesn’t sound forced. Pull it off and your website will be a much more powerful marketing tool.
  20. 20. Get better results from your online marketing by reading my free report: How To Write Enticing Travel Content This report will show you how to:  Use descriptive language to drive conversions  Write headlines that get more clicks  Figure out how best to tell your brand’s story Plus, you’ll get access to additional travel marketing, copywriting and blogging tips Click here to get the guide now

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