Creating Compelling Copy For Your Social Media & Website


Copy refers to text used by businesses to inform customers about their products or services, whether that be to inform them, persuade them, or entertain them. But what is compelling? Compelling means to evoke interest, attention, or desire. So creating compelling copy means to write amazing content! 

A/B testing on Facebook Ads is a great feature that lets you compare different copy in the same ad to figure out which one works the best. You can switch up anything - message, CTA, and even the theme. 

For optimal performance and budget safety, we suggest creating two to three variations of your ad with striking differences and running them against each other. Then, take the winning ad from that round and make minor tweaks with another three variations for a second A/B test - this will give you an even stronger result. 

Just remember to let each variation clock in at least 100 conversions for the most accurate outcome!

Define Your Copy Goals
It's one of the most important travel marketing tips, but unfortunately, many people don't take it into account: it's essential to set a goal for each campaign, project, or topic you undertake. Without this clarity, it's easy to wander off-topic and becomes difficult to assess the success of your copy. 

To start off, figure out why you're writing the copy - is it to boost sales of a particular product or increase brand exposure through email subscriptions? SMART goals are incredibly helpful in providing a framework for better articulating your vision and improving CTA (call-to-action) rates. 

These goals should be specific, measurable, achievable, relevant and tied to a definitive time-frame.

S – Be Specific

M – Make it Measurable

A – Make it achievable

R – Make it relevant

T – Give a specific timeframe

Focus On Helping Customers
Offer your customers value; don't just talk about how amazing your last swim with turtles in the Cook Islands was! Instead, explain in detail what the customer can expect from the experience and make them feel like being on your website is a safe, reliable and helpful space.

Write down questions you receive from guests
Developing a routine of writing and producing copy can build up a collection of ideas and images to draw from. Rather than starting anew every time, look back on any emails and conversations you have had with customers to see if any themes seem to keep recurring. 

By re-examining the questions that come up regularly from your guests, you may find an abundance of writing prompts to work from.

Wrapping travel-related copy up with a call-to-action
Make sure your readers understand what their next steps should be after reading your post or article. Explain to them that they can book online, learn more, or subscribe to get continuous updates.

If you find this too easy, you are probably doing a great job in conveying the message of what actions they should take.

Writing copy for tourism can be daunting at first but it's also one of the few strategies that will help you stand out from the rest and widen your reach.

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