Copywriting – The Champion of Change

Copywriting – The Champion of Change

‘Change’ is the word on everyone’s lips at the moment. You’ll probably hear it whispered in the same breath as Brexit. The good news is: business will always adapt to economic change – and, as the handmaiden of marketing, copywriting will never be far behind. For copywriters, ‘change’ is a way of life. First came the Internet; then Google; then SEO. All of these changes, and more, transformed the world of copywriting in little more than a decade. In this context, Brexit is little more than a blip. Dare it be said: the word ‘opportunity’ has even been heard in some quarters!   ‘Opportunity’ Is The Brexit Keyword The enforced changes we all have to face in the post-Brexit era will bring new and unexpected opportunities for those who are ready to exploit them. In the world of business, that means new and improved marketing. In the world of marketing, it means persuasive copywriting, inviting content and innovative channels that will best bring piggy to market. Bear in mind that this is a new scenario where consumers’ pockets could well be raided by a depleted pound, rising inflation and a receding economy. With a little judicious aforethought, however, copywriting will stand out as the most flexible tool for achieving marketing success. New opportunities exist in new markets. For existing customers, fresh approaches can be devised to out-strip the competition. Anyone who runs or manages a business will be on the lookout for OPPORTUNITY. And although the dust has far from settled on the UK’s rapidly evolving political and economic landscape, those who are prepared to take measured risks will... Read more...

Travel Copywriting for All-inclusive Holidays

  Does anyone really care whether all-inclusive holidays come with a bag-full of issues?  Or is it simply the case that you either love ’em or hate ’em?  For copywriters who are involved with the marketing of ‘all-inclusives’, these are real challenges that mean you’re starting off on the wrong foot.  In short, the issues focus on the perception that these ‘sunshine centres’ are in some way down-market (even though most are in fantastic locations with amazing facilities). There is also the claim that all-inclusive holidays drain the local economy of much-needed tourist revenue (because everything ‘touristic’ goes on behind the tour operator’s closed doors). Again, this is debatable because hotels of every type – in every location – tend to be self-contained, with a range of services that will maximise their income.   Overcoming Misconceptions Given that certain people view all-inclusives with a jaundiced eye, how can copywriters overcome these points of prejudice? As with all copywriting projects, it’s important to ‘get under the skin’ of your prospects.  It is of course difficult when someone doesn’t like the idea of being part of a large group where they feel their individuality has been compromised in some way. It’s even more difficult when someone takes the snobbish view that they’re likely to be rubbing shoulders with the ‘wrong sort’ (similar to the way British holiday camps such as Butlin’s and Pontin’s were viewed in the post-war period). It’s clear that all-inclusives have their own set of marketing challenges to overcome.  A travel copywriter’s superlatives and honeyed USPs will fall some way short of the mark. In common with all... Read more...

Travel Copywriters Work In The Real World

I’ve been looking at what other travel copywriters have been up to. What struck me most forcibly was the difference in the type of work we do. It’s worth pointing out that there’s a major divide between ‘travel writers’ who go intrepidly into the world, Marco Polo style in search of the true essence of travel, and ‘travel copywriters’ like myself who focus on the packages and services that clients provide. For travel writers, there’s a sense that they’re following a dream – ‘a calling’ if you will – that looks just a tad narcissistic to an armchair copywriter like myself. The claim that “As a travel writer, I’m not in it for the money” rings a little hollow. If it’s not for the money, then it’s obviously to satisfy a personal longing of some sort, or to prove a point to the world. If that sounds like sour grapes, it certainly is not. ‘On location’ certainly has its plus points, but most travel industry clients would have their own people on-the-spot in whatever locations in the world they’re offering their holidays. As with other copywriting clients in non-travel sectors, it makes sense for the experienced experts to brief me – an experienced travel copywriter – about their business. True travel writers often have their own agendas. Some include photography as part of their service – and why not! If you’re peering into a volcano, over a majestic waterfall or stuck up K2 in Nepal, you may as well back up your words with some breath-taking photos! Most travel writers, I would guess, yearn to write books about their... Read more...