Website security photo courtesy BlogHerald

Reassure your customers with good writing

Tourism Tribe expert Mel Roome provides some great tips to reassure your customers with good writing.

]There’s a good comedy club in Hobart where I live, and I’ve started to attend quite regularly. Big-name comedians frequently visit, as well as up-and-coming P-platers whom we genuinely love to support as they are the next generation.
What regularly strikes me is that each comedian, within seconds of starting their gig, will either have me super-relaxed and ready to explode (attractively) with my biggest guffaw, or they’ll trigger in me a little anxiety: will this comedian carry it off? Will there be awkward silences? Is their act going to be plain embarrassing? I’ll cross my legs in an attempt not to wriggle.

Reading can trigger similar responses in me – and I know I’m not alone. Business writing needs to reassure the customer too. Yes, beautiful copy with brilliantly chosen, high-impact words would be ideal, but I’m talking about something arguably much easier to achieve.

Is this familiar?

You start browsing a website, the photography is alluring, the location stunning, and so you decide to delve into some detail. At this point you might outlay cash, but you crave reassurance. And here’s where the anxiety kicks in:

Stay for 2 nights and receive your third nights accomodation free.

Hang on a minute!

Two errors in 11 words – that’s a pretty high ratio, but sadly it’s not unusual. And the price tag for this place suggested it was pretty upmarket. Remember how the photos inspired me? The nearby forest looked lush and cool, and I am already longing to plunge into that azure sea. I was going to pay good money to visit this heavenly resort, but now I am not reassured at all. As with the novice comedian, my legs are crossed, and my mouse is a tremor away from indulging in a fresh Google search, because I suddenly don’t trust the people running the place I was tempted to call home for a week.

Two (minor?) changes would have helped a lot:

Stay for 2 nights and receive your 3rd night’s accommodation free.

Better still, as this is a straightforward piece of information we are delivering, let’s just put it in plain English and be done with it:

Stay for 2 nights and receive a 3rd night free.

Nice – and now I’m relaxed, I might do exactly that. So I delve deeper among the alluring images and the parallax scrolling effects.

Uh-oh. I’ve reached the menu for the restaurant under the stars, where I was starting to picture myself in my little black off-the-shoulder number.

A dozen freshly shucked local Oysters, grilled with vine ripened tomato’s, jalapeno’s, freshly-picked coriander & local chedder

Now, some of you think I’m over-egging the pudding, don’t you? But it’s not so. A season’s-worth of your potential customers can spot errors such as the four (maybe five) in the oyster dish, even after a glass or three of your best sauvignon blanc.

And you know what? You will never know why those customers resumed their Google search, strolled away from your menu board, or recycled your brochure.

Avoid misunderstandings, too, by writing clearly. Consider these (unclear) examples:

Our product launch is next Friday. (Use a date to avoid this/next ambiguity.)

Do let us know if you would like to be met. (Use ‘whether’ instead of ‘if’ to elicit a reply either way.)

So, some basic tips for good writing are:

1. Use a dictionary (there are several free online dictionaries)

2. Avoid too many capital letters – in fact avoid them where you reasonably can (such as oysters)

3. Justify text left (it’s easier on the eye) and put only one space between sentences (two is dated)

4. Check what you’ve written carefully for errors and clarity: read it aloud; read it backwards; and better still, ask someone else (putting their customer hat on) to check it for you

5. Engage a copywriter, editor or proofreader

You no doubt have a fabulous, inspiring, altogether brilliant business. Reassure your customers this is so by writing carefully, clearly and accurately.

About Mel Roome

Mel Roome - Tourism Tribe expert
Mel Roome – Tourism Tribe expert

Mel Roome is the principal editor of Hit Send, an editing and proofreading service for businesses. She is located in Hobart, Tasmania. Web copy, blogs, brochures and award submissions are among the documents checked. The unique Hit Send business model means that jobs can be submitted and paid for online, no job is too brief, and prices start at $25. Short jobs can be turned around in 4 hours.

FREEBIES: Grab your free resource + bonuses!

Pop your details below to download your free resource and our extra bonuses, which include cheatsheets, our Smart Tourism Marketing System email course and monthly grant funding opportunities! 

Feel free to leave a comment so we can get back to you with a professional and practical answer.

Leave a Comment

Your email address will not be published.

HOT TIP!

Use Loom to record your screen and talk to your issue if you'd like! Then paste the link in the comment :)

Latest posts

Team members sitting in front of a macbook screen discussing the 20% bonus tax deduction for small businesses under the Small Business Skills and Training Boost

20% Bonus Tax Deduction for Small Businesses Investing in Skills and Training

We explain how tourism businesses can access a 20% bonus tax deduction under the government’s Small Business Skills and Training Boost.

Read More →

Complete a SWOT analysis to uncover new growth opportunities in 2022

Reassess your business in 2022 by conducting a SWOT analysis that identifies your strengths, weaknesses, opportunities and threats.

Read More →

Grab our Freebies

Click here to access a number of free checklists and resources available to Tourism Operators.

Brisbane
Head office

Suite 1,
57 Woodfield Rd
Pullenvale QLD 4069 
Australia

Sydney

Suite 101,
18-20 Victoria St
Erskineville NSW 2043
Australia

Melbourne

5 Molesworth St
Hawthorn East VIC 3123
Australia

Adelaide

120 Kenilworth Rd
Parkside SA 5063
Australia

Agnes Water

139 Bicentennial Dr
Agnes Water QLD 4677
Australia

Europe

36C Rte de St Cergue
1260 Nyon
Switzerland

aboriginal-flag

Our team would like to acknowledge the traditional custodians of Country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past, present and emerging and extend that respect to all Aboriginal and Torres Strait Islander peoples today. We acknowledge that the sharing of knowledge has occurred across the lands and waterways of Australia for many thousands of years. As we continue to share stories and support small tourism businesses we try to listen to the knowledge and practice that has always existed here and consider how we can contribute to the preservation of culture and Country wherever we live and work.

© proudly brought to you by Digital Coaching International   ABN: 45 153 766 771 All prices are in Australian Dollars

Terms & Conditions  | Privacy Policy