8 Common Copywriting Mistakes (and How to Fix Them)
If I stepped into my kitchen right now and tried to whip up a Beef Wellington, it would not go well. Could I make something halfway edible? Maaaaybe. But I’m not a trained chef. Nor an amateur chef, to be honest. My husband is the cook in this family. I just eat gratefully and do the dishes. If you’re a small business owner or marketer, you’ve probably had to step into the role of a copywriter. But crafting effective copy is a skill that requires training and practice, just like running a successful hotel, event venue, restaurant, or making Beef Wellington. And if you’re not a copywriter by trade, you…
Get Inspired: Hospitality Copywriting Examples to Feed Your Muse
Good copy does a lot of things. It establishes a brand voice. It connects with the brand’s ideal customer. It clearly explains the product, service, or offer to that customer. And it does all that in a way that makes the prospect want to buy it. One of the best ways to get a feel for good copy is to immerse yourself in it! So I’ve chosen a few examples of hotel, event venue, and restaurant copywriting to serve as inspiration. Each of these independent companies is based in the Austin area, since that’s where I live. My guess is that one may have an internal marketing team that wrote…
Passive and Active Voice: When to Use Each for Stronger Writing
“DON’T USE PASSIVE VOICE,” writers shout from atop their mountains of self-superiority. “YOU CAN’T TELL ME WHAT TO DO,” I shout back, with my fingers in my ears and my tongue sticking out in an extremely mature fashion. The thing is, snooty writers aren’t entirely wrong when they decry the use of the passive. Active is often a stronger, more concise way to write. But there are times where the passive is the right choice. So get a slice of pie and let’s go to grammar school. What Are Passive Voice and Active Voice? In active voice, the subject of the sentence is taking the action. In passive voice, the…
11 Tools That Can Make You a Better Writer
My father has been building things since before I was born. In his 20s, he was a furniture maker, first independently, and later for the famous Kittinger Furniture Company in Buffalo, NY (where my sisters and I were born.) His career has taken him from craftsman to plant manager to company president to owner of his own furniture company. But he is, at heart, a builder. And that means that every home he’s had since I was a kid included a workshop chock full of tools. Wood-handled chisels. Drills and nail guns. Jars full of screws, nuts, bolts, and other methods of joinery that I couldn’t identify. Gallons of wood…
Small Copy, Big Impact: Writing Your Call to Action
Ever go to a big event, like a music festival or a food fair? You wait in line and present your tickets, and then…you freeze. Faced with multiple stages, stalls, or activities, you’re unsure where to start. In this scenario, you’ve already paid your admission fee, so this temporary glacial moment is no big deal. But when it happens to people who visit your website—who haven’t decided whether to spend their money with you—this indecision can spell the end of the sale. Even if your business doesn’t technically operate online, chances are you have an online presence. Restaurants take online orders, hotels have web-based reservation software, wedding venues schedule site…
What Is Voice of Customer Data and How Can It Improve Your Copy?
Anything with the word “data” in it sounds intimidating if you’re not a spreadsheet junkie, but it’s not that scary! In fact, we could remove the word “data” entirely from the term, and it would still mean the same basic thing. The voice of the customer (VOC) is basically how a customer would describe you, your products, and services. But it’s their voice, right? So instead of you and your marketing team sussing out what you think customers think, using VOC channels lets them tell you. Directly. In their own words. Why is that valuable in copy? Copywriting is how you convince a potential customer that your service or offering either solves their problem…
The Hotel Blog: Do You Need One?
When you’re planning a trip to somewhere new, what’s the first thing you do? You probably head to the ol’ internet to do a little research. What is there to do in the area? Any big events coming up? Great outdoor spaces? Must-visit restaurants? The answers to these queries will often appear as blog posts from those in-the-know. Well-written blogs connect searchers to small businesses all over the internet — including hotels. With some time and attention focused on written content, your blog posts could get you more site traffic and — if it’s done right — more bookings. Why does my hotel need a blog? It may not! Not every single hotel is a great…
5 Reasons Copywriting is the Special Sauce You Need
Listen, I understand that it seems a little self-serving for a copywriter to explain why copywriting is so important. That would be like a turkey explaining why ham is a superior Thanksgiving protein. But the value of copywriting is an established fact, just like ham’s dominance over turkey. Since there is often some confusion about what exactly this type of writing entails, I thought I’d share an overview of copywriting — what it is, and why it’s important for businesses of all sizes. What is copywriting? The simplest definition? Copywriting is the words on the page (aka the “copy”) that get the audience to take an action. This includes the…
