The word is out. Modern travellers and your trade partners that sell your products have had it! They’re tired of old-fashioned clichés, bored with long-winded paragraphs of fluff, frustrated by dull descriptions that don’t say much. Follow our desperate tips on how to choose your words better, and give your audience what they need to choose your product over another.

DON’T 

  • use 1,000 words when you can say it better with pictures
  • praise your product with flowery text that explain nothing – leave poetry to poets
  • overuse superlatives to describe your incredible products (what do you mean it’s the most amazing?)
  • brag about awards you’ve won (put it in your blog, not in your iBrochure)
  • mix your British English with your American English (choose: is it a lift or an elevator?)
  • vaguely describe it as ‘luxury’ rather than why it is luxurious (I’m fancy and I know it)
  • mention it if it’s irrelevant to the experiences you sell (Get away from it all! Btw we have full bouquet satellite TV)

DO 

  • show rather than tell – if it’s obvious in your pics, save the word count for something more valuable
  • avoid figurative, idiomatic language that excludes non-native-English readers and is tricky to translate
  • consider your audience – it’s about hooking their interest, so put yourself in their shoes
  • say something unique, special or rare about your offerings 
  • sell your experiences and value propositions in simple, clear language
  • use the 3rd person (no me, myself or I); so re-sellers can use your content too
  • describe your location, setting, views, iconic landmarks, and character of your property

There are words you should avoid like the plague and some you should just use sparingly. Everyone uses them; so they start to lose their power and become patronising:

hidden gem; paradise; quaint; picturesque; awesome; interesting; authentic; magical; charming; sun-dappled; friendly locals; bucket list; nestled; off the beaten track; must-see; breathtaking; exotic; epic; meander; something for everyone; emphatic adverbs like very, really, extremely; the best in the world! Says who? Beware of opinion, stick to fact.

Many a small thing has been made large by the right kind of advertising.

Mark Twain

Capture your audience with engaging imagery first; then convince them with simple, factual language. In Wetu terms it means you delivering your value propositions with strategic content. Need some help? Consult this doc.

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