Clear, Compelling, and Credible Copywriting

• Clear - easy to understand—define exactly what you are selling
• Compelling - riveting, cannot put it down, story-telling at its best—makes you want to find out more or buy the product—“This is exactly what I’ve been looking for to solve my problem!”
• Credible - believable, no dropped threads or loose ends, answers all questions, eliminates doubt and concern about spending money.

Clarity is obvious. If you are selling a vacation resort, then that is what you are writing about in the first few lines. But what you also need to indicate about the resort is WHY this resort is so wonderful. Maybe it has a special charm that invites newlyweds to come spend their honeymoons there. In other words, find out all the wonderful benefits about going to this resort, and focus on them in the first few lines.


 In the second part, you can include a testimonial from a couple who stayed there on their honeymoon five years ago and show how they came back five years later to renew their vows. This is a compelling story. They felt comfortable and happy doing this because of all the wonderful memories they had from the first visit. Even better, most of the original staff was still working there and they remembered the couple very well. The personnel remembered what they liked to drink and eat, and overall, gave them great service that was personalized just for them.

Adding a few more wonderful stories adds to the credibility factor along with some kind of review from a famous travel magazine. Maybe Resort Wonderland Magazine has just given the resort its “Best Honeymoon Retreat” award for five years running, and that little mention will add considerably to your credibility.