Let’s not be exciting
One of the most worn-out words in the marketing lexicon has to be 'exciting’...exciting this and exciting that...we have the most exciting thing ever...
At this time of year, I help clients with their specific marketing frustrations and challenges they have with their distribution and communication channels. Popular topics are e-newsletters, websites, video production and social media. I enjoy offering this service as it gets us back to the nuts and bolts of marketing communications.
When reviewing a website, many with excellent photography, are easy to navigate, to enquire and to book. But what is almost always overlooked is what is actually written: the language used to describe the product/service and compelling reasons why potential customers should be interested and ready to book with you.
How do you know your customers even want an exciting experience?
At least we no longer talk about new shiny things being ‘cutting-edge’. We instead throw around the old worn out adjective ‘exciting’; “our exciting new product….our location is full of exciting things to do…..we are excited to share this…” all say absolutely nothing about what you are promoting and selling. Is your target market in fact looking for an exciting experience? Perhaps it’s the attention to detail, knowledge of your market, insider tips, family traditions, interesting local links to the location and landscape that could be a greater impact?
Next on the list - which is a pet hate, is the term ‘something for everyone’. What does this even mean? No product or service can ever aim to target every type of consumer need or want (unless perhaps you are Apple or McDonald’s), and just like exciting, says nothing about what you are promoting or selling. You might as well say: “we can’t be bothered to tell you what it is we have that is local and special, and we don’t know anything about you, the customer that will never be.”
New hotels not necessary
You will be familiar with the call from media outlets and regional/national tourism offices for news about new product openings. Usually hotels. What about existing products that have reinvented their offer through clear and concise messaging that sets them apart from their competitors and includes all that is local and special? You don’t need a new hotel to communicate your message.
Back to the drawing board
An informative ‘about me/us’ page that includes the owners/founders name.
When the marketing manager is not listening to the owner, who is living and breathing the product and dropping golden content wherever they go.
Less is more. You don’t have to include all the photo’s from your library even if they are really good. Share them by season for example, it keeps the interest.
When creating video content, use microphones: they are inexpensive and make all the difference.
Positioning and communicating accessible products and services when too often information is not there, or is buried somewhere it will never be found.
I posted a photograph of an old gnarly tree in a windswept landscape to which the client asked if I wished to scare away customers? Message received: I switched from the bleak to verdant.
Go niche.
If you are unable to write, invest in a copyrighter to help with your messaging.
Contact me to arrange for a 1-2-1 Power Hour to review your comms before your customers do.
