You’ve spent hours writing your Unanchor itinerary and you’re finally at the last step – your itinerary description page! While it’s easy to dismiss the importance of this page, please do not — this page is the most important part of your itinerary.
Today’s post is really about copywriting – the use of words to promote a product. Thus, many of the ideas in this post are applicable to any writing in which you’re trying to sell something to the reader. I’ll be walking you through a process that I recommend to use when writing your itinerary description page.
Why does the itinerary description page matter?
It’s important simply because if you can’t convince the traveler that your itinerary is awesome, they’ll never get to experience your awesome itinerary.
Before you begin
The primary purpose of the itinerary description page is to convince the traveler that your itinerary is perfect for them and to get them to buy the itinerary.
Begin by giving your customer a name. In our example, let’s name her Sam. Next, you want to attribute some characteristics to Sam.
Here are some things to consider –
- How old is she?
- Is she married?
- Does she have kids?
- Who is she traveling with?
- Why is she traveling to the city?
- How many times has she been to the city?
By asking yourself these questions, you’ll better understand Sam. The idea is that you want to write your itinerary description to Sam, rather than a general audience.
The AIDA Framework
The framework I recommend to follow when writing your description is AIDA.
- AIDA – Attention, Interest, Desire, Action
- Get Sam’s attention first. Pull her in and make her want to read more.
- Tell Sam some interesting facts about the city and your itinerary.
- You want Sam to desire your itinerary.
- Get Sam to take action and buy the itinerary.
San Francisco Itinerary Example
To further illustrate the AIDA framework, let’s use my San Francisco itinerary as an example and again, write towards Sam.
I started by writing notes under each of the 4 parts.
- It’s your first time in San Francisco. You want to do the “must-see” activities but want to see the more interesting places that most tourists miss.
- You’ve been to San Francisco but have never really SEEN San Francisco. It’s time to go beyond the seals on the wharf, Alcatraz and Lombard street.
- You’ll see the highlights of San Francisco, but from a local’s eye.
- You can’t go to San Francisco without seeing Fisherman’s Wharf and Pier 39. But when’s the best time to go? Where can you find the best clam chowder? Did you know there’s a free museum with functional video game arcades from the 1800’s?
- San Francisco has the largest Chinatown outside of Asia and it’s intimidating! Get a detailed walking tour showing hidden, unmarked temples, “Hole-in-the-wall” restaurants, a fortune cookie down a small alley, a public bathroom (a true rarity in San Francisco) and a whole lot more.
- Most San Francisco locals will tell you that their favorite place in San Francisco is the Mission neighborhood, yet most tourists never even get there! You’ll have a full walking tour with this itinerary. Did you know the oldest building in San Francisco is in the Mission? Find out more about it as well as see the famous & impressive murals, find out where an amazing free view of the San Francisco skyline is and most importantly, find out where the best Mexican food is in the city.
- Further list of sights and places that you’ll see
- Video of the sights
- What the itinerary includes – Table of contents
- What others have said about the itinerary
- Buy the itinerary.
- My email address is provided in the itinerary if you have any additional questions. I’m happy to help!
- If for any reason you’re unhappy with the itinerary, Unanchor offers a full refund.
Finally, here a few additional tips when writing your itinerary –
- Use a more personal tone.
- Don’t be afraid to use exclamation marks, bold and underlines.
- Traveling is fun, so make your itinerary description fun to read.
- If you’re getting bored when reading your itinerary, take it out. If a sentence doesn’t really need to be there, take it out.
- If you were buying the itinerary yourself, what would you want to know about it?
- Remember that the point of the first line is to make them read the second line. The point of the second line is to make them read the 3rd line and so on…
For more information on copywriting
Check out the videos & articles that I used to compile this blog post –
- AppSumo’s Copywriting Video
- Wikipedia’s Copywriting Page
- The Key to Effective Long Copy
- Why Long Copy Will Never Die
Your itinerary description page is something that can change over time. I’ve gone through many versions with my San Francisco itinerary. You can login to your account and change it any time.
What advice do you have for writing the itinerary description? Do you have a different approach to the page? Let us know by leaving a comment below.