and yet… their marketing convinces you that it is.
The competition to get tourists to open their increasingly tight wallets couldn’t be more fierce.
And yet, a very expensive mailer came to my home in Minnesota that encourages visitors to vacation in Cody, Wyoming
With nary a mention of ROI
See if this helps:
If you’re encouraging people to spend money
Talk about money
Even if it looks like you’re selling something as romantic and dreamy as a vacation
Ultimately, you’re selling your audience on:
This will be worth the money
You will not be bored
Cody, Wyoming is not boring, and totally worth the money
Assuming all their prospects see is:
Gorgeous photos of nature
Absolutely NONE of them interiors
And every last bit of copy focused squarely on just how gosh darn much there is to do in as few words as possible.
These 6 headlines – one for each spread – are a good start:
With the last 2 spreads having no copy whatsoever except: