Information vs inspiration


Are you making an easy mistake in your marketing? Something that makes a big difference, but which is luckily easy to resolve? 

I've written before about how sometimes we're just not saying what we think we're saying

There's another common mistake we often make. 

Information or inspiration?

A common error is to offer too much basic information, when people actually need inspiration.

The key is to think what your visitors need to know, and when. 

Image you're vaguely thinking about a holi…

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Use the right images to promote your business


We often say that a picture is worth a thousand words. We know that images and videos are now an essential part of promotional activity. But do we use the right photos? 

Making some simple changes to the images you use can make your marketing much more powerful.

Using the right photos is part of persuading visitors that your business is good for them, relevant to their needs, that they will be welcome and are making the right decision. Visitors need 'evidence' and using the right photos is pa…

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Be specific

be specific

Compare these sentences:

We're in a great location in RandomUnknownVillage, with lots to see and do. There's something for everyone.


You'll love our hidden location in RandomUnknownVillage, close to SomewhereFamous and AnotherWellknownPlacePeopleSearchForOnGoogle. It's ideal for anyone who wants to relax and enjoy two great pubs, x attraction or our recommended walks to x, y z.

Here's another:

I've had lots of experience and know about marketing


I've worked in tourism marketing for…

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Do it again


What's the best thing you've ever done to promote your tourism business? 

What worked well? 

Or perhaps there's something small you did that was moderately successful? 

It could have been a social media post that got plenty of engagement. Or a blog post that's still driving traffic to your website? A photo that people have said they like? Or something you say to guests that seems to resonate? 

Whatever it is, don't just do it once. Repeat whatever works, again, again and again. 

We often as…

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Helping a charity and marketing your business

Support a charity

At this time of year many charities are clamouring for our attention. You've probably also noticed several large businesses aligning themselves with charities as part of their own marketing. The television advertisements by John Lewis and Marks and Spencer instantly spring to mind, but there are plenty of other examples. 

Could you use this in your own business, and help others at the same time? 

I'm not suggesting a big TV advertising campaign! Rather, the simple act of linking your business …

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Ideas for social media posts in Autumn

Social media Autumn

It's the one thing everyone tells me they struggle with - ideas for social media posts.

What can you write about to keep people interested and engaged, even if your business isn't open or busy at this time of year? 

Here are a few ideas

Before we get started: instead of just scanning through these ideas, I suggest you get a pen and paper (it works much better if you can actively scribble, not just think or type) and jot down related thoughts as you read each topic. Let the list below spark mo…

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Don't just tell - show


We often say that a picture is worth a thousand words, but how often do we actually use the right photos to convey key points? 

Most businesses have something they need to tell their visitors or need to stand out somehow. A single photo might do the trick. 

Have you thought about the key messages you're trying to convey and then made sure you're using photos that tell that story? 

Years ago I advised a hotelier, Dave, who ran a small hotel in an area that was notorious for dirty and run-down …

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How content marketing can help your tourism business

Content marketing

One of the effects of an impending recession is that many people take longer to make a decision than usual. Visitors may need more reassurance than usual.

When times are tough, businesses tend to do one of two things:

They try to sell like crazy, going into omnipresent overdrive, constantly posting on social media, offering discounts and thinking that sooner or later persistence will pay


They struggle with the sense of doom and gloom, think marketing is probably pointless, and go into se…

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Who will survive?


How are you feeling about the months ahead?

Normally the beginning of September fills me with enthusiasm and hope. It's a month of fresh starts, new pens, learning, and looking forward. This year feels different. I’m still full of plans and ideas, but there’s a lot of caution in the air.

Is it all doom and gloom? In this article I take a quick look at which businesses are most likely to survive the tricky times ahead

Tourism is a fluid industry: full of arrivals and departures of both visitor…

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What one thing really matters?

One thing that really matters

Feeling a bit jaded by marketing? Got less energy but know you need to keep promoting and attracting more visitors? 

Let's face it: life, running a business and marketing can be exhausting. There are some times when it all feels a bit too tiring, and it's hard to decide what to actually do

In these times there's a simple thing you can do, that will really improve all your marketing, and give it fresh impetus. 

It couldn't be simpler. 

Just answer this question: what one thing do you want v…

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