Do you ever find yourself struggling to come up with inspiring words for your marketing content? Well listen up my friend, you’re not alone. The truth is words matter, and your product descriptions and marketing copy is crucial when persuading clients to choose your brand over a competitor.
Writing great copy is a skill that takes years to master, so you shouldn’t feel too bad if you find yourself frustrated and reaching for the thesaurus for alternatives to “jaw-dropping views” and “hidden gems.”
Here are some of the most overused clichés detested by travel editors and some tips on how to avoid them by replacing them with journalistic details. Say goodbye to boring web and brochure copy forever!
Describing Places – A Land of Contrasts
Probably one of the worst offenders of overuse in the world of travel writing, “A land of contrasts” is also just plain lazy. Yes, there are a variety of landscapes, but what makes them different? Give details. For example, let’s change the following sentence:
Jordan is a land of contrasts.
Let’s change it to:
Discover Jordan from the green Mediterranean-like valleys and ancient Roman ruins of the north to the vast red rock deserts of Wadi Rum and the clear diving waters of the Red Sea.
The second sentence gives so much more detail in terms of what to expect in differences in landscapes and paints a clearer picture for the reader.
Describing Hotels – Breathtaking Views
I’ve lost count of the number of hotel websites and travel brochures I’ve read during my 12 years working in travel that have described hotel rooms with breathtaking or stunning views, but it doesn’t inspire the reader much when every hotel in the Maldives can say the same thing. Try to transport the guest to your hotel by incorporating specific details into your descriptions. For example:
Each room boasts breathtaking ocean views.
Let’s change it to:
In the evenings relax on your balcony with a pre-dinner cocktail, feel the warm sea breeze in your hair, and watch the sun set over the ocean whilst manta rays and tropical fish swim beneath your feet.
The second sentence doesn’t just inform the reader the room has an ocean view, it describes a scene in which the reader thinks, “I wish I was there.”
Describing Food – Mouth-Watering Cuisine
Another area of travel copy overflowing with clichés is when describing food. Food is such an important part of travel and can really help to give a sense of place. Generalizations such as mouth-watering and delicious can easily be replaced by incorporating more details:
The breakfast buffet restaurant serves mouth-watering cuisine.
Let’s change it to:
Stop by the live cooking stations and watch as the chef whips you up a fresh omelette, feast on warm freshly baked pastries and pain au chocolat, and sip rich, aromatic coffee sourced from a local independent roastery.
Bringing food descriptions to life is also much easier when you include other senses, for example, smell, touch, and sound.
Describing People – Friendly Locals
Another generalization often found in tourism marketing copy are destinations with “friendly locals.” It may be true that people are generally friendly to tourists but describing encounters with local characters in detail will help to bring your words to life. For example:
This small Japanese town is full of friendly locals.
Let’s change it to:
Meet locals like izakaya-owner Watanabe-san who welcomes guests from around the world to his cosy counter bar with a beaming smile and a frothy glass of Asahi beer. Chat with the regulars over yakitori skewers and discover the laidback lifestyle of this coastal surfing spot.
Tell the stories of well-known local people and introduce memorable characters to avoid generalizing or stereotypes.
Describing Attractions – Must-See
Vague descriptions of “must-see” attractions are commonly found in tour descriptions. Why is it a must-see museum or tourist site? What can visitors expect to find?
The Michael Jackson One Cirque du Soleil show in Las Vegas is a must-see attraction.
Let’s change it to:
Michael Jackson fans are sure to be delighted with a visit to Cirque du Soleil’s One show in Las Vegas which sees acrobatics fused with electrifying dance performances set to the soundtrack of the King of Pop. Relive the iconic Thriller music video in person as zombies roam the theatre aisles and watch as performers recreate MJ’s classic moonwalk dance moves to Billie Jean.
Not everyone is going to be interested in the same attractions, but you can be sure that any Michael Jackson fans will be sold on buying tickets based on the revised description.
What are the travel content clichés that you hate the most? Let me know in the comments!