Good copy sells – but what are you trying to market? Part of the challenge of writing for a marketing agency is learning how to sell a diverse range of products and services to different demographic groupings. Last month, we looked at a few simple ways to greatly improve your web copy, covering calls to action, attractive description, clear structure and other basic writing techniques that can be applied to almost any piece of writing on a company website. This month, we’re going to be looking at how to adapt a writing style to suit two kinds of holiday company – budget and luxury.        

Both pieces of writing feature an accessible structure, attractive description and some strong calls to action, but both strike a very different tone and present Majorca in very different ways.

When writing for cheaper holiday providers, price is the major selling point. The highlights of the destination itself needs to be sold convincingly, but in order to appeal to the budget demographic it is vital to emphasise the value for money and great discounts on offer. In the sales copy for the budget company, we’ve positioned them as having the lowest prices in the market. An important part of this is in focusing the copy on the range of different deals on offer – last minute, all inclusive and family.

When it comes to mentioning the features of a destination, it is also crucial to consider what will appeal to your market. The budget holidays demographic for Majorca is typically looking for good value entertainment (with some family friendly options) and access to good beaches – luxury services and expensive tailor made options are unlikely to be of interest. Family holidays are a big part of this market, and so the family angle (such as the suitability of the destination for kids and special family discounts) is also emphasized.

With luxury, it is best to avoid mentioning the price until much later in the purchasing process. This is a market that cares more about the quality of the product, and while price is still important, it isn’t such a crucial factor. Exclusivity and luxury are two essential elements for advertising high end holidays, and the copy we’ve produced emphasises both of these elements. The reputation of the company is much more of a factor in the luxury market, and so Prestige Majorca are positioned as being established experts in the region, offering the finest hotels available, and the additional activities on offer (tours, top restaurants and spas) are appropriate for the demographic. Offering a tailor made option further establishes the company as a luxury brand, and one that can offer the customer exactly what they want, no matter what the price.

It’s important to remember that this isn’t a case of one style being better than the other, just better suited to the demographic you are targeting. Both the luxury and bargain end of the spectrum can present great business, if you write for them in the right way. Keep your copy consistent and targeted, and you’ll be surprised at how your conversions improve!