Mar '25 • Tips
🚨 Speaking to everyone means speaking to no one
Many tour and activity businesses make the mistake of trying to market to everyone. It sounds like a good idea, why limit your audience? But in reality, when your message is too broad, it feels generic and unrelatable. The result? The people who actually need your tour or activity the most won’t see themselves in your marketing, and they’ll move on.
So how do you write marketing copy that actually speaks to your ideal customers?
💡 1. Get clear on who you’re talking to
Before writing anything. An ad, a post, a website page, ask yourself: Who is most likely to make the decision to book my experience? Get specific. Get specific! Instead of thinking, "My audience is families with kids," imagine a real person:
👨👩👧👦 "David is 42, a busy dad who works in finance. He and his wife, Jessica, love planning fun weekend trips for their two kids, ages 7 and 10. They live in Denver, and when they travel, they look for unique, family-friendly experiences that aren’t too stressful to plan."
When you visualize David, your copy will feel more personal and engaging.
💡 2. Write like you’re talking to them
Instead of thinking about what you want to say, focus on what they need to hear. What problem does your experience solve? What objections might they have before booking? Make them feel heard and understood.
Common marketing mistakes (and what to do instead!)
🚫 Don’t start every sentence with "we" or "our."
✅ Do focus on the customer. Instead of saying, "Our tour is the best because…," say, "Here’s why you’ll love this experience."
🚫 Don’t try to cram too many messages into one post.
✅ Do follow the one audience, one goal rule. If you want them to book a tour, give them one clear call-to-action—don’t send them to five different links.
When you write with a clear audience in mind and speak to them, not about yourself, your marketing will instantly become more effective.
Who is your ideal customer? Drop a quick description in the comments! ⬇️
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🚨 Speaking to everyone means speaking to no one
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