When VisitBritain first started to promote Britain to Chinese visitors, there was a problem. Chinese travellers were less interested in coming to Britain than other European countries. When Chinese people were asked to think about London and what they expected to see, they thought it might be foggy, perhaps even dirty. London was rarely thought to be as attractive as Paris. Why?
It turned out that the Chinese media had depicted London as foggy since Victorian times, drawing on descriptions in …
Small businesses have a great advantage over larger ones: they can offer a much more personalised service, and tailor what they do to suit their customers better.
It can sometimes be hard to convey this to visitors though.
When you write words on your website, in a mailing or on social media do you ever feel like you're casting your words out into the world, not knowing where they'll land or who will read them? I know the feeling!
It's hard to write in a way that will appeal to potential new g…
I've had several messages recently from people who say that they've had more visitors to their website but it hasn't necessarily resulted in more bookings.
Why? Is there anything you can do?
Quick answer: yes!
First of all, it's worth establishing that people aren't just coming to your website for five seconds and then 'bouncing out' because they don't at all like what they see. Google Analytics will help you with this.
Let's assume there's nothing fundamentally wrong with your website, a…
Do you struggle sometimes when I say things like 'write for your target market' or 'get inside the mind of your customers'?
Second-guessing what your guests want isn't easy. Neither is looking at your business from their perspective.
We're often too close to see the things that others see from outside. When they're pointed out, you probably say 'of course' but it's hard to see in advance.
Can you do anything about this? Yes!
Ask your customers.
Ask them what they love, ask them what the…