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...

Financial Marketing and the Moral Compass

The issue of whether marketing professionals should work with clients in controversial areas of business is certainly not new.  Alcohol, tobacco, gambling and pornography have fitted the ‘usual suspects’ bill for long enough. Increasingly, however, in the wake of the recent financial meltdown across Europe, we’re seeing a new contender in the unpopularity stakes.  You’ve probably noticed a new breed of financial services company that’s emerged recently in the UK – and they don’t enjoy a very good press. Yes, we’re talking about online companies that charge thumping rates of interest for the privilege of borrowing relatively small amounts of cash for just a few weeks or months.  They’ve even devised innocuous-sounding names for their services such as Payday Loans or Logbook Loans. The fact is, these are serious money-making machines that many people feel are on the very edge of what is acceptable in lending to vulnerable people at annual percentage interest rates (APRs) that can run as high as 4,000 per cent or more. The mainstream lenders have ‘done a runner’ and what little lending they do is often on a ‘fair weather friend’ basis.  In other words, they’ll only lend you an umbrella when the sun is shining. On this basis, it’s true that the ‘new lenders’ are performing a public service, but where else can the public go when their finances are tight, maybe someone in the family has lost his job, and they’re confronted with a financial emergency such as a broken TV or washing machine, dental bills or a leaking roof.   Is it ethical business? One of the ethical dilemmas that surround... Read more...

Guest Blogging For Back-Door SEO!

The SEO phenomenon of the moment has to be guest blogging.  It’s a great way to build links with other sites that are relevant to your sector – and there’s also the longer-term networking element where your name gradually assumes a more visible online profile. Buzzwords has been invited several times recently to be a guest blogger on sector-relevant sites – so get in touch if you think you’d like me (Mike Beeson) to add a little something to your own blog!  The same applies if you’d like to submit a piece to this site.  Just e-mail your guest post with an accompanying note if you have something interesting to say about copywriting, SEO or PR. The key to successful guest blogging is linking up with the ‘right’ site – i.e. one which is in some way connected to the type of work or interest you feature on your blog.  From an SEO viewpoint, it’s important to link with a blog that has ‘high authority’ in Google’s eyes.  If you don’t have access to this kind of SEO data, you could use Google’s very own PageRank which you can include in your Google toolbar.  This will tell you the ‘PR’ of every web page you visit. Finding relevant blog-site owners to approach with your offer of a free post or two can be tricky.  There are, however, websites out there that list blog sites, with sector categories to help you narrow things down.  These may prove a useful starting point.  You can also find the names of well-known bloggers on media directories, but you may in the end need... Read more...

The Copywriting Blog Launch

  The copywriting blog has lift off! After months of hard work the copywriting blog has left the offline orbit into an unknown journey of online discovery. Piloted by one of worlds the most experienced copywriters (Mike Beeson), the Copywriting Blog is on a mission to please. Mike Beeson will be guiding the blog into unknown territories, discussing all aspects of copywriting, from SEO copywriting to good old fashioned brochure copywriting! The blog will also look at issues surrounding copywriting today, including social media, SEO, advertising and PR. Why not join the Copywriting Blog on our online adventure and subscribe to our RSS feed to fuel the journey… Author +Mike... Read more...