A lot of our clients are tourism based. If you are too (or even if you’re not), ask yourself:
-Do you have a lot of fun things to do, or do you Provide A Wide Range Of Options?
-Do you throw a party, or Celebrate An Event?
-Do you play outside, or are you a Recreation Affiliate?
O.K., that last one is a little extreme, but you get the point.
When people get to the weekend, they want to unwind. The less there is to do with the 9-5 weekday world, the better. That includes listening to messages. Even yours. Be there for them.
How? Think about how you talk on the weekend. What do you talk about? Who do you talk to? Those things should all be apparent when someone sees your website, or opens your newsletter, or gets your tweet.
If you’re marketing recreation in any way, shape, or form, make your message part of the weekend instead of the weekday.
It’s less subtle than you think. There are a lot of business out there with fun products that completely miss the boat when they talk about them. It’s done out of a sense of importance, which isn’t entirely misplaced; your business is important. But the place to talk about that is in the meeting room, not in your marketing.
It can take a lot of different forms. Not everyone has to use humor. Or familiarity. Or any number of different devices that give your copy the tone of taking a break.
But you should use something- yourself. Putting your voice, the voice of your business, into your marketing works. It’s genuine. People really like that.
If you’re marketing something to do with time off, make sure that your business is using words and phrases that are relaxing.
And not just describing relaxation.
