Yeah, so what? | TravelResearchOnline


Yeah, so what?

Last week, I received an email from a colleague who had received an email from a colleague (following me?) asking for input on some marketing language to be used on an agency website. While I am not a marketing expert, I am a firm believer in honest criticism and having as many eyes as practical offer opinions.  But when I saw what was sent, I began to channel my inner Simon Cowell and said “yeah, so what?”

We are a full service travel agency with a focus on customer service while providing personal and professional travel planning. We will find the best trip or vacation for you and we are ready to take care of all of your travel planning needs.

What makes us different from the others?

• We are available! You can contact our office by phone, email or text message.

• If desired, we can come to your home or meet you at the local coffee shop, or you can come to our office.

• We are focused on your satisfaction!

Contact us today for all of your travel planning needs!

Now I am not sure where this agency is located or if they have a specialty, but nothing in the above section gives me any reason to do business with them.  Honestly, the only positive thing is that “lowest price” was never mentioned.

Full service—what does that mean to the consumer? Air, car, hotel? Or does it include, private sightseeing, dinner reservations, theater tickets, and dog walking while you are away? Get the drift?

We are different—phones, email accounts, and cell phones are modern technologies that every agency has—this certainly does not set you apart. The fact that you are able to meet on your turf, their turf, or neutral turf only includes your agency with every home based agency in operation. What does “focused on your satisfaction” mean? I think this is a goal that every business has—not so unique.

I don’t mean to be Simon Cowell picking it apart, but this is your business! Have you ever been in McDonald’s and had the cashier tell you to “have a nice day?” Do you really think they care? Or do you think it is idle chit chat?

Here is a challenge for you. Take a very critical look at your website or brochures and see if they really define who and what you are—I did and I have already made some corrections. What does your collateral look like?

* The words have been changed somewhat to obfuscate (wow, there’s a $10 word I never thought I would use in a column) the source.

  2 thoughts on “Yeah, so what?

  1. laua says:

    Great points John! And excellent use of the word obfuscate!

  2. Dave says:

    You make some excellent points. We all tend to get caught up in platitudes and hackneyed phrases (couldn’t pass up the opportunity to use hackneyed) when describing our services. We should be asking: what SPECIFICALLY can/have I done for my clients that is of particular value? That is what needs to be conveyed.

    p.s. My favorite bumpersticker: “Eschew Obfuscation”

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