Wordsmith - Copywriting and Speechwriting in Hong Kong

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  • WORK WITH US
  • WORDWISE BLOG

Wordsmith - Wordwise Blog - Insight on Copywriting and Content Marketing

Content marketing and copywriting tips from award winning copywriters based in Hong Kong.

How To Write Like A Travel Writer

Larry Yu February 1, 2016

With the Chinese New Year approaching, we all have passports in hand and dollops of SPF 50 on our noses, ready to embrace that Southeast Asian sun. Capturing breathtaking pictures may be how most people like to memorialize their escapades, but for travel writers, it’s all about getting that colourful collaboration of facts, anecdotes and observations down on paper. Get off to a running start by delving into our top tips to truly inspire like-minded adventurers.

Changing Travel Habits

Understanding recent shifts in trends is the key that unlocks travel writers’ success. Wellness travel is increasing in popularity 50% faster than regular travel, along with multigenerational holidays, according to research from the Global Wellness Summit. “Experiential travel” is also overtaking traditional sightseeing tours, as sophisticated travelers search for deeper cultural and interpersonal exchanges beyond the traditional landmark-hopping sightseeing tour. Who needs another article about the Eiffel Tower? Travelers want to read about that perfect Portuguese egg tart you found at a mom & pop bakery in the back alleys of Macau!

 

Experience It First-hand

Copywriter Jonay Soasa takes the role of “international freelancer” to a whole new level by trading “ideas for fuel”. Charging 10 liters per hour, Sosa has travelled to 21 different countries while working for 20 different creative agencies.

 

Find Your Edge

Travel copywriters need to be writing chameleons, adapting content for different mediums and styles. That being said, finding a niche that reflects your unique set of skills can be a definite advantage. As you travel and write, start to narrow your focus towards subjects that ignite your interest. Whatever your niche, be it wildlife photography or travelling with babies, share your enthusiasm with readers by injecting your personal experience into your writing. Culinary explorer Layne Mosler discovered her niche by chronicling her cab-centric quest through Buenos Aires, New York and Berlin with her blog Taxi Gourmet - and a witty memoir “Driving Hungry” - inspiring readers to become lebenskünstlers (life artists).

 

Give The Editors What They Want

Editors appreciate writers who are culturally aware and sensitive when it comes to politics, economics and international relations between different countries. If you are writing for glossy travel magazines, newspapers and online destination guides it’s important to be well-read and up to speed with recent events. Heightened social awareness is guiding a shift away from luxury high-end spa retreats and towards more sustainable travelling options – increasing demand for eco-friendly travel blogs. At the end of the day, editors (and readers) are always looking for fresh, informative pieces written in a unique voice. Give them what they want!

 

Do The Unexpected

There’s a lot more to travel writing than simply churning out pieces for service or product placement. Go to that hole-in-the-wall bar, chat to locals and immerse yourself into a city by getting completely lost; then and only then will you see things the normal traveler may have missed. Agencies are also encouraging copywriters to think out of the box. Baptiste Szuwarski, from FCB Paris is climbing new heights for his craft by taking on a daring space challenge, with only balloons to cushion his fall. Now that’s real dedication.

Get Social

With more mobile devices than people in today’s world, it’s not surprising that everyone is searching Google for “word of mouth” travel tips. Low barriers to entry provide ample opportunities for travel writers, but have also led to a very crowded market. A great way to attract Google’s attention is to create an online portfolio that combines your articles and social media profiles on one multi-functional platform. This “virtual business card” will help to build readership, ignite conversations and build a bigger social following online.

 

Show. Don’t Tell

William Zinsser, author of On Writing Well, suggests that writers “must keep a tight rein on your subjective self—the traveler touched by new sights and sounds and smells—and keep an objective eye on the reader.” Avoid writing stiff, preachy articles that could end up pushing audiences away. No one likes being told what to think. What differentiates your writing from a run-of-the-mill Tripadvisor post is to convey a new hook, trend or angle. The Travelling Light does just this by transporting readers into undiscovered territory, making themselves the ultimate travelling companion.

[Picture by The Write Life]

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Wordsmith - Copywriting and Speechwriting in Hong Kong

Award winning copywriting and speechwriting services

Wordsmith - copywriting and speechwriting for international brands, financial institutions, industry innovators and their leaders. We work with clients throughout Asia on projects seen around the world.

Our work covers everything written – from copywriting of annual reports, speeches, websites and brochures to corporate books, award entries, investor presentations, video scripts, ad copy and executive communications. We have special expertise in speechwriting, financial writing, corporate communications, Search Engine Optimization (SEO), translation and tone of voice consulting. 

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