When Writing Copy: Be Specific or Be Ignored
❌ “Enjoy breathtaking mountain views.”✅ “As first light hits the snowy peaks, the valley is still wrapped in morning mist.” ❌ “Relax on our beautiful beach.”✅ “At 6 a.m.,…
Category Copywriting
The Best CTAs Don’t Push. They Invite.
Travel isn’t an impulse purchase. No one books a ten-day holiday because a button said “Book now.” The more you push, the more people hesitate. ❌ “Book now.”❌…
The Customer Is Always the Hero. Your Brand Is Just the Guide.
Every weak travel copy makes the brand the hero. ❌ “We pride ourselves on exceptional service.” ❌ “Our award-winning chefs have crafted…” ❌ “We invite you to experience…” …
Every traveller is booking three things at once. Most travel brands only sell one.
People don’t buy products. They hire them to get a job done. Miss one dimension and your copy feels like a brochure. Hit all three and you’re writing the…
An offer is not what you sell.
An offer is not what you sell. It’s everything the buyer gets — and everything they have to do to get it. When a travel brand is hired, the buyer…
Stop selling destinations. Start selling transformations.
1. The before state Don’t start with the hotel. Start with the person. The burned-out executive staring at the same four walls. The couple who can’t remember the last…
Copywriting isn’t something you do against people, but with them.
The Headline is 80%: On average, five times as many people read the headline as read the body copy. – David Ogilvy Enter the Conversation: Copy cannot create desire. It…
Why travellers don’t hire you for the booking. They hire you for the progress.
Clayton Christensen: “A Job to Be Done is the progress that a person is trying to make in a particular circumstance.” When we buy a product, we essentially hire…