Category Copywriting

Did I pick the right place — the right destination, the right hotel. What if it’s nothing like the photos. I should have booked that place in Portugal when I…

The best travel copy disqualifies the wrong guest — and makes the right one feel chosen. A small family-run Agriturismo:  “We don’t have a spa, a pool, a concierge, or…

❌ “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.,…

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.”❌…

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…”  …

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. It’s everything the buyer gets — and everything they have to do to get it. When a travel brand is hired, the buyer…

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…

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…

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…