If you’re a fellow public relations professional, you’ll know writing is a huge part of our job (which some may find surprising!) and one of the greatest assets we have to help promote our clients. Whether it’s a strong pitch that convinces a media contact to feature our client in a story or a relevant blog that captures the attention of a potential visitor looking to add to their summer travel list, our words have the power to earn the recognition we’re seeking for our clients; this is why it’s so important to know how to use them! Here are five tips to help you write compelling content that sells your destination (or business, product, idea, etc.— these can apply to anything you’re “selling”).
- Know your audience. Every piece of content you write should have your target audience in mind. When it comes to PR, this part can be tricky, because your audience in one instance could be a reporter (think: press release or pitch) and in another instance be a potential customer (think: blog, social media post, content piece). If it’s media, your writing should be effective and informational, addressing the typical elements a journalist is looking for while telling a convincing story. If it’s a potential customer, evaluate their demographics and adapt your voice based on that. For instance, like my coworker Kae noted in her blog on communicating in the digital age, if your target audience is families, you can take the approach of channeling a more family-friendly persona.
- Utilize your selling points. To write compelling content that sells your destination, you need to know your selling points. (Big shocker, I know.) What makes your destination unique? How is it different from competitors? Make sure you incorporate these details in your writing. Also, try to get into the head of your target audience. What is it you would desire or look for in a destination if you were them? Why would your destination in particular appeal to you? Is it relaxing? Adventurous? Know what it is you have to offer, and let your writing reflect that!
- Make it useful. This tip comes down more to the subject material than the writing itself. It’s so much easier to sell your destination when whoever it is you’re selling it to is receptive to what you’re sharing. Do the research to find out what your target audience is actually going to be interested in and what’s relevant to them. Bonus: This can help with your SEO strategy too!
- Make it human. The hardest part about selling an idea is to make it seem like you’re not actually selling it. When the writing component comes into play, the solution is easy: make it human. Write what you yourself would want to read. Make it exciting and relatable, but don’t force it or try too hard (people can pick up on that). Instead, keep it natural. With a destination, it’s important to use imagery to paint a picture for your target audience so they can really see themselves there (without getting too flowery or going overboard with the adjectives). Think about the way you describe a destination to someone after just taking a trip there, and try to include those same narrative elements and details. It’s all about finding the right balance to tell a story that sticks with people.
- Use images. Okay, so this one doesn’t really have to do with writing, but it’s an essential part of creating compelling content. While great writing will help paint the picture for you, being able to share the real thing certainly never hurts. It’s always helpful for your target audience, whether that’s media or a potential customer, to have a visual to reference. This is especially true for destinations!
Writing compelling content to sell your destination can seem challenging, but it’s more intuitive than you might think. It comes down to knowing your audience, knowing your client, and knowing what’s relevant and relatable. If you’re interested in someone else handling the writing for you, we can help! Contact our team here to learn more.