‘take a stroll through the cobbled streets of the old town…’ how to create fresh copy about...
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How to write compelling destination guides about the same old places
@danbrotzel #DigitalTravel2015
“Unspoilt beaches and azure skies”
Who are Sticky Content?
Who we work with…
© 2014 Sticky Content Ltd. Credit Image
Our travel and leisure clients include…
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!’
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
“ornate”
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= “I don’t really know anything about architecture”
“desert island”
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= “any island that might be a bit far away and slightly exotic”
“stunning vista”
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= ‘writer doesn’t want to say “view” again’
“hidden gem”
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= “used indiscriminately for somewhere that’s quite nice”
“like travelling back in time”
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= “could do with a lick of paint”
“rich cultural heritage”
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= “no time to research the history or traditions of the place”
“golden beaches”
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= “default descriptor for all sandy beaches, even the white ones”
“city of contrasts”
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= “city contains a few things that are slightly different from each other”
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
Know your user’s needs
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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…
Find your voice
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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
‘When we write, we want to sound x’
Acme Travel
Friendly
Calm
IntelligentTransparent
Quietly confident
Polite
Cordial
Warm
Affectionate
Good mates
Confidential
Intimate
Friendly
The telling detail
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With its beaches, mountains, historic towns and villages and incredible cuisine, xxxxx has something for everyone.
Where’s this?
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?
Sample xxx’s vibrant mix of clubs, bars and restaurants. From curry to classy cocktails there’s something for everyone..
Where’s this?
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.
Click icon to add picture
Sound like you’ve been there
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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
Use formats for scale
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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
Your content toolkit
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Your content toolkit
• language guidelines – points of style, plus words to use / avoid
• copy template • practical tone of voice guidelines • proofing checklist
Acme Travel
Friendly
Calm
IntelligentTransparent
Quietly confident
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.
Proofing checklist
links telephone numbers proper names, especially destinations,
addresses, hotels etc headlines, subheads, standfirsts consistency with format no banned words used
In a nutshell…
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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?
Come get your free content audit
Email us for a free audit* of your content:• 1 hour’s review by one of our content experts• you select area for review• we can come to you and present our findings• we’ll send you our upcoming e-book too…
*limited offer, subject to availability
Sticky Content
@stickycontent
www.stickycontent.com