Copywriting for ecotourism companies. What’s that?

Have you ever heard of copywriting? Do you think words are useless? This article explains what copywriting is and why you should implement this technique in your texts. Write to connect with more clients and travellers.

In this article, I cover the importance and benefits of copywriting for ecotourism companies. Then, I’ll explain where you can implement copywriting if you run an ecotourism company. But, first of all, what is copywriting?

What is copywriting?

According to Awai, copywriting is the process of writing persuasive marketing and promotional materials that motivate people to take some form of action, such as make a purchase, click on a link, donate to a cause, or schedule a consultation.

Some copywriters say this is infallible, and copywriting is the only reason for increasing sales. I’m afraid I have to disagree with this superb statement. Other techniques influence sales, such as layout and product design, excellent after-sales service (customer loyalty), etc. 

However, copywriting is indeed a powerful tool, and it can trigger better connections with your client.

I’ve tried to build up a definition myself, which is:

A technique that merges writing and marketing to let a business, organisation or person meet their target audience’s needs. When these needs meet, you develop a strong, long-term bond that can make you reach what you want from your audience (and your audience from you as well!). 

How can you develop a bond with your customer without having met each other? With written words. There may be different ways, but I’m not aware of them. If you find another way, please leave a comment so that we can discuss it. 

Let’s see two examples. 

Imagine you need a consultancy on how to make your accommodation more ecofriendly. You’re required to be respectful with the environment, but you don’t know how to do it. You need a company to give you advice. 

You click the link that leads you to the web site, and you find this:

WELCOME TO OUR WEBSITE.

Many questions arise in the reader’s mind (the customer) when reading this: What’s this website about? Am I on the right site? Is this the consultancy I want to hire? I’m not sure if I should keep scrolling down.

Now imagine you find this:

I know you want to make your company more eco-friendly. No worries, take a seat; you’re at the right place. 

Yes! This is just what I was looking for! Let’s keep reading (and maybe contact them)!

This is just an example. Can you spot the difference? How would you feel if the “reception desk” of the website was just what you need as in the second example?

You just understood the power of copywriting. It would be a good idea to use this power reasonably and ethically. Below, I’ll tell you how to do it.

If you run an ecotourism business, where can you implement copywriting?

Copywriting is writing texts that sell. Nowadays, instead of literally “print” copy, it can be extended to many other places.

  1. Web site
  2. Video/Webinar
  3. Podcast
  4. Social media
  5. Newsletter

The first and last ones are essential. Your website is your online home, so everybody wanting yo know about you will pass by there. You need to catch his/her attention. The newsletter you send to your subscribers is how you create your community of readers and prospective clients. Talk correctly to them: give them valuable information and engaging content.  

Before, copywriting was limited to big companies that had advertisements. Nowadays, globalisation and IT have made copywriting more democratic, available to anyone who wants to connect with his/her audience.

Let’s see another example, from a newsletter subject:

2nd e-mail from our Sunday newsletter

Okay, this is your 2nd e-mail from your newsletter, but who’s this? How is it connected with me, and why should I open it? 

Three ways to get your accommodation eco-friendlier

That’s what I need! I’ll open the e-mail and read it to the end.

The first pillar of ecotourism copywriting: persuasion honesty. 

Convince that you’re the best one (only if you’re the best one). 

Copywriting is about convincing and displaying the best of you to your customers. No lies allowed! Don’t worry, as you don’t need to lie. You just need to look for a way to connect with your client. How?

  1. Telling your USP (Unique Selling Proposition). What makes you unique over other similar companies or initiatives. There is always something that makes your initiative different from another one. Look for it and write it.
  1. Showing the benefits your clients will reach from your services. For instance, if you run a guided walks company, you can write on your website: “we offer guided walks for families and other groups”. This is you talking about you, so your client won’t be interested. What if you say: “you’ll discover the true nature of Tilikanko, surrounded by one of the most beautiful forests in North America.” Could you guess which one is fulfilling the need for adventure of your client?

The second pillar of ecotourism copywriting: persuasion

If you’re persuasive, you’ll catch your audience’s attention. Be careful! Don’t confuse being persuasive with misleading your audience. With copywriting, you won’t mislead anyone. You’ll just find a way to match your initiative with your clients’ needs.

Persuasion isn’t misleading

If you display (by writing) your best qualities, the benefits you can offer your clients, and how you both (company and client) match, you’re more likely to be contacted. You may wonder how to do this. Firstly, having a comprehensive knowledge of your company, your values, purpose, positive impact, etc.

Secondly, having a comprehensive knowledge of your client. His/her needs, ambitions, hobbies, ways of living, why he/she hire your services, etc. 

To sum up, say you’re the best one only if you’re the best one. But even if you aren’t the best one, find your way to connect with your client. There is always a way. Trust me. 

Copywriting for nature-related companies

Copywriting is a marketing technique, and that’s why you have to be careful as there are many disrespectful marketing ways of doing it. I’ll give you some clues on how to create a respectful and honest copywriting strategy.

  1. Don’t be annoying.
    Please take into account copywriting techniques, but don’t use them every time and everywhere. You risk sounding like a salesperson. Bear in mind you aren’t talking to a money-making machine. Your goal is a person with feelings, and an annoyed person isn’t a good client.
  1. Transparency and honesty.
    You own an ethical company, so let your customers know everything about your service, and don’t mask possible weaknesses. Tell your clients your weaknesses and why, as you can make mistakes. They will understand. 

For instance, if you use a polluting energy source for your restaurant, don’t worry; no one is perfect; tell your clients this and why you do this. Perhaps you have no other choice, or maybe you can’t afford another one, or you’re gathering money to invest in the future.

  1. You solve problems or fulfil wishes, try not to create non-existent needs.
    As said above, study your prospective client to grasp his/her problems or needs. You may have to understand what wishes they fulfil by hiring you as an ecotourism company. Why do they travel? Why do they go to natural areas instead of other places? 

You don’t want to create and invent needs they don’t have! It is ineffective, and sometimes it may be not polite. Keep on searching!

  1. Sincerity.
    You don’t want to start a client-company relationship with lies. Would it be fair? Build a healthy and positive bond!

What benefits can ecotourism companies derive by implementing copywriting?

  1. You can increase your website effectiveness. Following the example above mentioned on What is copywriting?, do you agree with me that the second one is more effective?

2. Let them know your positive impact on society!

3. Provide your audience with quality content. Once you understand your clients’ problems, needs and wishes, you’re able to give them the content they’re waiting for.

4. Connect with prospective customers in a natural way. You already understand their problems, and you already understand your own company. The last step is to make all these ideas match.

5. If well used and you’re patient, you can reach more sales. A close connection leads to a growth in sales.

Considerations

Now, you can say you understand copywriting.

I’ve covered the basics of copywriting, and I hope you can implement it on various platforms. If you have any doubt, feel free to contact me

It isn’t a simple writing technique, but it’s worthy to implement it gradually. Keep in mind you’re an ethical entrepreneur, so don’t lose your way: implement copywriting as an ethical business, which means taking into account all features I’ve developed above.  

I hope this article is helpful to you. If it is, leave your comment!

About the author

Hi, I’m Llorenç Crespo. My purpose is to help ecotourism and nature-related organisations raise their voice, spread their purpose, and expand their borders. It’s about changing the world, a challenging mission, but the fruits of hard work are sweeter than the sweetest of nectars.

If you want to take the first step on this path through letters and trees, I strongly recommend that you download my freebie “5 tips to engage more responsible travellers with your positive impact. Using just words and a bit of great design.”.
If you’re among those people who have little time to spare, but you’d like to keep on this track, you can hire my services.

I’m a nature lover, but I have my shortcomings too. Every little step in my life led me to found Flumen Ecolinguistics. You can read my story here.

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