Ocean Crest Creative

Tag: Tourism

  • Care and Feeding of your Copywriter

    Care and Feeding of your CopywriterIt’s great to have a freelance copywriter as part of your team, but what’s involved in the care and feeding of your copywriter? Clearly, they can’t know your plan, voice, and desires by osmosis. So, it goes without saying that you’ll have to throw them an informational bone once in a while. How to best work with your copywriter is going to depend on a number of factors.

    A copywriter’s specialty

    If you required a heart bypass, would you prefer to trust a General Practitioner or a Heart Surgeon? As I like to say, it is impossible for copywriters to be authorities in every subject. You just won’t find a copywriter who is a former restaurateur/engineer/manufacturer/landscaper/accountant.  But, that doesn’t mean you can’t locate a copywriter with an industry specialty.

    Here at Ocean Crest Creative, the forte is building custom, handcrafted content solutions for those involved in the travel and tourism industry. 32-years of buzz creation and copywriting experience in one particular industry allows us an edge over others who are just visiting the business.

    This goes for any other trade. Try to pair up with a writer who is already familiar with the overall challenges you face every day.

    Be clear about the who and what

    When you issue an assignment to your copywriter, make sure you let them know who the reader will be. The more specific you can be, the better. Also, let them know if the copy they are writing will be featured in, for example:

    Articles
    Blog posts
    Brochures
    Email campaigns
    Internal Communications
    Newsletters
    Press releases
    Sales pages
    Service descriptions
    Website copy

    Try to focus on only one area of use at a time. It allows the text to be more dynamic and will garner better results. Remember, you can always come back to your word artist and have them repurpose text that they have written.

    Be clear about the when

    Since most of the best freelance copywriters only work on a retainer, it allows them to truly get a feel for your desires and how your particular establishment operates. While some companies like to have and do provide a long-term project calendar, others work on a simple monthly assignment basis.

    In the monthly scenario, you may say you need three jobs created and completed with no other specifications other than “by the end of the month.” Alternatively, you may want Assignment #1 ready for review within the first week, and the balance by the end of the month. Whatever your approach, make sure your copywriter understands your requirements as they arise.

    Be open to and expect questions

    There is nothing worse than a copywriter who becomes a black hole to your time. Likewise, when crickets chirping and the monthly bill are the only things you hear out of your person, it may be a signal to look for a new relationship.

    Most copywriters will require at least some clarification on assignments such as details, resources, and what you would like to use as your call-to-action. Remember, it is the goal of every copywriter to lead the reader into some form of action that is beneficial to you and your organization.

    Reality checks

    How am I doing? Does the copy look the way you would like? Are we tracking towards fulfilling your wishes? If you are not getting questions like these from your copywriter on a regular basis, you have a problem. Your simple assignment sign-off is not enough.

    The person who you have hired to pen for you is, in effect, your ghostwriter. That which they write should sound like it came from you, not them. To accomplish this, they will need a reality check on their efforts periodically.

    Get help

    If you have an in-house team or use a public relations company to build your content, don’t be afraid to turbocharge their efforts with a contracted writer. No doubt they may feel a bit competitive and territorial regarding the addition, but remember, this is about your success and not their contentment.

    By adding a freelance copywriter to the pool, you will breathe fresh perspective and ideas into your copy. It will also allow your lead writers to focus on front-burner projects while your contractor picks up the slack.

    They are your happy, Labrador Retriever

    In general, freelance copywriters are an easygoing group, and like Labrador Retrievers, their tail never wags faster and harder than when they know they are making you happy. If you need someone to fetch your word-related balls, give a shout. To us, there is nothing better than delivering what you want again, and again, and again!

  • Writing and Promoting Your Weekly Blog Post

    Writing and Promoting Your Weekly Blog PostOne of the most frequent questions I get asked is, “How often should I create a blog submission and what’s the best way to promote it?” As a business, your goal should be to produce, publish, and promote at least one blog article per week. So, let’s discuss the fundamentals of writing and promoting your weekly blog post.

    Topic

    At first, the idea of writing at least one blog theme per week may seem daunting. However, in reality selecting fifty-two subjects should be pretty simple. Try to focus on challenges that those you serve commonly have. Balance this with a subtle but clear demonstration as to how you can be part of the solution.

    The all-important title and first paragraph

    It is important that your blog post has a title with a bit of “grab.” While your title doesn’t always have to have the hook of a top forty song, it must solidly address the challenge your readers face.

    Secondly, make sure that your title is included in the first paragraph of your piece. Did you notice the last sentence of the first paragraph of this post? Doing this each time is not only an important Search Engine Optimization (SEO) consideration, but it also immediately ties the header to the text.

    The body

    Regardless of your audience, try not to get too formal in your writing style. Why? Because a “web log,” aka “blog,” is your chance to converse with your reader on a one-on-one basis. When humans talk with each other, they rarely carry on in a manner reminiscent of a technical schematic or corporate white paper. There is a time and place for that, but it’s not on your blog.

    Also, keep your word count to a digestible number. 400 – 1,000 words per composition is a good guideline.

    Finally, round out your blog with a simple, straightforward call-to-action. Hopefully, you’ve given your reader some valuable ideas and solutions. Hence, don’t be afraid to let them know that there’s more where that came from.

    Weekly promotion

    Social media is still the go-to location for self-publishers. I start by building three tweets related to that week’s blog post. Each has a unique title, but the same shortened, trackable URL and promotional hash tags. For example, the tweets for this blog will be:

    1) Did you write your weekly #blog post? http://bit.ly/2elgumb #copywriting, #copywriter, #travelmarketing

    2) Writing & promoting your weekly #blog post http://bit.ly/2elgumb #copywriting, #copywriter, #travelmarketing

    3) Produce, publish & promote at least one #blog post per week http://bit.ly/2elgumb #copywriting, #copywriter, #travelmarketing

    Next, I like to utilize a tool called TweetDeck. It lets me post my tweets immediately or schedule them for a later date and time. Monday afternoon, Wednesday afternoon and Friday mid-morning are generally your best bets for releases.

    I also tie all of my Twitter tweets to my Facebook page so as to capture the maximum exposure. Likewise, I will make sure that my most recent post is loaded up to my LinkedIn page, another important social media conduit reaching my professional following.

    It’s important to remember that many social media outlets may fit your business’s information dissemination needs, but what I have cited covers the indispensable channels.

    Blog away!

    I hope that these ideas help you in writing and promoting your weekly blog post. If you find yourself challenged by ideas, time, or talent (here comes the call-to-action), know that I am here for you and, as a professional, freelance copywriter, would be honored to be a part of your success!

  • How To Proofread Your Own Copy

    How To Proofread Your Own CopyYes, it is possible to proofread your own copy. While the major journalism organizations such as the Associated Press (AP), Reuters, and the top news outlets all have teams of editors and proofreaders, that doesn’t mean that you can’t clean up your own story. Here’s how:

    Free write

    To start, when you write, don’t worry about anything other than getting your idea down on paper or screen. This is sandbox/sketch-pad time.

    Some people like to build a preplan writing frame first, but I tend to just free write. I’ll often have idea words or sentences scattered about the page. Much like a painter’s pallet, these thought fragments are mixes of color that I think would look good somewhere on my word crafting.

    At this point, don’t worry about writing well. Just get your concept out of your head – a good, old fashion, brain-dump. In the words of the late Bob Ross (Joy of Painting), “We don’t make mistakes, just happy little accidents!”

    Let it cook

    In the Barbeque world there is a saying, “If you’re looking, you’re not cooking.” This comes from the idea that if you open the cover of your barbecue grill too often, all of the heat escapes and the cooking process gets stonewalled.

    Writing is like this. Once your idea is penned or keyed-in, walk away from it. This will give you a chance to take a breath and come back to proof your work with a clear mind.

    Techno-check

    Put technology to work for you. While many of the popular word-processers do offer a grammar/spell check, they generally are not very skilled at their job. For this reason, I prefer to one of the heavier-duty, professional tools.

    My favorite is “Grammarly”. They claim that their cloud-based program will, “instantly check for 250 types of grammatical, spelling, and punctuation mistakes.” I like it because it caters to a number of writing styles and offers correction suggestions that I can either endorse or ignore.

    Proof via print or screen – it’s your choice

    It’s your choice as to whether you print out your work or read it on the computer screen. Most in the word business suggest that reading a printed copy will help you spot more of your errors and challenges.

    Read it out loud forward and backward

    Read your content bedtime story style – out loud. First, read your content through in a slow and deliberate manner. Next, read it word-by-word backward. This, among other things, will help you catch spelling faults.

    Hear it read to you

    It is amazing how many snags you will pick up when your copy is read to you. One easy way to do this is to utilize a text-to-speech application. Both Windows and Macintosh offer a built-in text-to-speech option. Just highlight your text, kick back, and listen away.

    Get help

    At the top of the blog, we discussed the fact that the big journalism companies have full editing and proofing teams. You can too. If you have a friend, colleague, or partner who can give your end product a run through, let them have at it. Their fresh perspective could shine some light on challenges you missed.

    Utilize an unbiased writer

    Professional, freelance copywriters, create work based on unrefined content all of the time. They are uniquely qualified to hone your words into a form that is perfect for your needs. Their unbiased view lets them produce copy that is often superior to in-house designers.

    Our focus at Ocean Crest Creative is about extraordinary content. We believe that without great content that is equally fresh, a company’s offering will become little more than another voice in a crowded room full of people. Once you have the right content, you’ll have the rocket ship to blast forward!

  • 5 Things Fishing Teaches About Good Content Writing

    5 Things Fishing Teaches About Good Content WritingYou are in business to satisfy your clients’ needs, right? What could be more fundamental to human survival than the pursuit of food? So, let’s toast this harvest season with 5 things fishing teaches about good content writing.

    1) Use the right lure: The title

    The fish you’re trying to catch may live in a big sea and move fast, or dwell in a small pond and need a great reason to swim out of their hiding place. Either way, to get those finny creatures motivated to notice you, you’re going to need to start your endeavor using a lure with lots of flash.

    In writing, your content’s title is the flash that is going to catch your readers’ interest. A bad or lackluster title is like using old bait. Consumers are bombarded with plenty of opportunities. Your goal is to get them to focus in on you above all the others.

    2) Draw them in: Sub-headers

    Just because you’ve got a fish’s attention, don’t assume you’ll keep it. If you are fly fishing, tie a fly that sports all the right colors and looks like a first-rate meal.

    Sub-headers should be just as attractive and creative as your title. They are what will maintain your reader’s interest in your content all the way to the end of the copy.

    3) Work the line: Mix bullets and paragraphs

    Don’t just drag your line through the water. Jig it, skip it, and bring your enticement to life!

    Since people tend to skim and not read copy, try to mix bullet points into your story instead of relying solely on bulky paragraphs.

    4) Bite-sized bait: Keep paragraphs and sentences short

    A bigger piece of bait is not going to catch more fish. No matter what you are after, their mouth is only so big.

    The old rule of thumb is that a paragraph is made up of two or more sentences. Yet that doesn’t mean you can’t break the rules and run with one sentence once in a while.

    Likewise, who says a sentence has to prattle on forever. The shortest sentence in the world’s number one selling book is made up of only two words, “Jesus wept.” (The Bible, John 11:35).

    5) Set the hook: Links to your offering

    When a fish bites, every angler knows it’s time to set the hook. Pull too hard and you’ll yank the hook out of their mouth. On the other hand, too light-a-touch and your potential meal slips away.

    Writing successful copy is no different. There should always be a call-to-action, but not one that is too blatant. Instead, the best practice is to liberally seed your writing with links that lead to solutions within your offering.

    So, grab your fishing rod (or pen), find some water, and don’t forget, if you need some help selecting the best tackle, our shop is always open!

  • Adding Your Voice To Your Content

    Adding Your Voice To Your ContentYour business has its own distinctive character and story. This matchless style should carry throughout your copy. So, let’s look at adding your voice to your content.

    Your story

    Identify your business’s narrative. Your story is not the content on your website’s About Us page, although that may be part of it. Your story tells of what makes your product or service exceptional. Think of it this way: while all pine trees share similarities, no two are the same. Even if two pine trees look the same, they do not occupy the same location on this globe. Therefore, they each have their own character.

    As you create copy related to your offering, keep coming back to your story; either directly or indirectly. It will tie your reader to the big picture of who you are and endear them to you.

    Be honest and clear

    “Politically Correct” is defined by Merriam-Webster as, “Agreeing with the idea that people should be careful to not use language or behave in a way that could offend a particular group of people.” Therefore, does this rule mean you should never call a “shovel a shovel,” but rather a “delving instrument?”

    When writing, the best rule to follow is, to be honest. Go ahead and enhance your copy with linguistic flowers, and don’t feel bullied by the P.C. police. However, key-in on words that clearly explain what you have to offer and who it is meant for.

    Consider your audience

    Would you speak to a class full of 14-year old’s the same way you would a technical conference of 50-year old’s? Of course not.

    In Content Marketing, experts create client “Personas” for each type of customer they expect to be marketing to. Think of a persona as a description of an imaginary person. A travel persona may include answers to questions such as: Who are they and what is their profession? How old are they? What type of company do they work for? How often do they travel for pleasure? For how long? To where? What are their travel planning research patterns? As you create personas, you will be better able to tailor your copywriting voice.

    Regional language distinctions

    George Bernard Shaw said, “England and America are two countries separated by the same language.” As you create content, make sure you consider your reader’s local language nuances. For example, in the United States, people “take a vacation” while on the other side of the pond people “go on holiday.” When I write for my client who is a Canadian-based Tahiti tour agency, I am mindful of mentioning distances in kilometers and avoiding miles.

    Just remember, “whilst/while” some parts of the world like their copy “coloured/colored” one way, in the end, it is important to be sensitive to regional language differences.

    May your words be simple

    For better or worse, most of your readers will only be reading your copy at about a fifth-grade level. Now, this isn’t always because they are coming to you with the mental agility of a small soap dish. It often has more to do with the time they have to dedicate to what you have to say. Thus I saithe, keep thy script elementary.

    The reader is egocentric

    I’m sorry, but they don’t care about you and what you have to offer unless it addresses a direct need of theirs. To this extent, always try your best to write with your customers’ need in mind. If you are not aware of their need, go back to the Persona stage and work on that.

    Icons of your offering are called your Brand

    We have established that all companies are unique and have their own distinct story. Branding is nothing more than slicing off and sharing samples of your offering’s appeal with your clients and prospects. So, sprinkle your copy generously with flavorful brand words. Doing so will aid in tying your whole presentation together.

    Hire a professional copywriter

    A professional copywriter not only can help you identify your voice but act as an impartial party in setting it free. They are specialists in crafting words that stimulate your clients and prospects into action.

    Ocean Crest Creative is a copywriting firm dedicated to serving those involved in travel and tourism, as well as others who demand personal and professional attention paid to their word-related needs. We’re here if you need us!