Sharpen Your Message: 15 Easy Copy Fixes That Win Readers, Clients, and Respect

You know your brand is solid. Your service? Genuinely helpful. Your strategy? On point. Still, if your copy isn't connecting, none of that shines through.

How easy is it to tip an unsure reader into action?

These Fixes Aren't Only for Your Content—They're for Improving Your Bottom Line

Whether you're leading a brand, growing a travel business, or juggling every role yourself, use any of these 16 fixes to help your message hit harder, sound sharper, and inspire action from the people you actually want to reach.

1.  Put active verbs in your headline. Headlines aren’t just labels—they’re invitations. Start strong with an action verb that tells your reader exactly what to do, feel, or expect. Think:

• Sell smarter in five simple steps

• Build trust with every booking email

• Discover the secret to better travel content

2. Lead With a Real Benefit—Then Reinforce It. Don’t bury the good stuff. Open with a clear, meaningful benefit that speaks directly to your reader’s goals—whether that’s more bookings, more trust, or less friction. Then bring it back a couple more times: once in the body to reinforce the message, and again in the close to drive it home.

Repetition isn’t redundant when it’s rooted in value. It builds trust, reinforces relevance, and keeps your audience focused on what they’ll gain.

3.  Ask a provocative question then provide a provocative answer. Good copy gets attention. Great copy earns it. Start with a question your reader can’t ignore—then follow with an answer that surprises, affirms, or opens a loop they want to close.

Examples:

• Did you know these three things eliminate bounce rates from your booking page?

• What’s the fastest way to turn a curious browser into a paying client?

4.  Focus on What Matters to Your Customers. If your copy talks more about you than it does about them, you’re missing the mark. Try this quick check: read your content and circle every instance of I, me, we, our, or us. If the page is covered in circles, it’s time to shift the spotlight. Your audience wants to know what’s in it for them—so speak directly to their needs, goals, and challenges

5.  Write like you speak. Great copy is conversational and full of emotion. Make your sales copy  likeable and trustworthy by writing as if you're speaking to any every-day person. Don't worry about perfect grammar and sentence structure. Instead be concerned with conveying a clear, concise message.

6. Be specific in your offer. For example: Buy today and save $50 bucks!

7. Add bullets to make paragraphs stand out.

8. Use call-outs to draw attention. Make it easy for them to spot what they need to know—and what you want them to act on. Use call-outs (like bold text, boxes, shaded backgrounds, or visual icons) to spotlight key elements: limited-time offers, booking bonuses, free consults, or even your contact details.

9. Select images that make your audience feel something: curiosity, connection, excitement, trust. Cute pets and babies draw people in. People running piques curiosity. A joyful family at a local festival, a guest relaxing with a view, or even a well-placed close-up can add context and spark engagement.

10. Give a surprising offer and state what makes you different. 

Examples: 

• We never charge for membership. 

• Easy, safe access to our kiosks nights, weekends and holidays. 

• We save you $25 off your first order–no strings attached!

11.  Enhance text. Design isn’t decoration—it’s communication. Use bold text, whitespace, and color thoughtfully to emphasize key ideas and guide your reader through the page. Stick to one or two easy-to-read fonts and keep your formatting clean and consistent across your site or document.

Need to highlight something? Make it larger, shift the spacing, or style it with intention. IMPORTANT: avoid underlining unless it’s a link. Online readers are trained to expect clicks from underlined text.

11a. ✦ Free Resource: Working with AI: A Prompt Guide for Travel Brands

Click to access ready-to-use prompts

The AI Prompt Guide shows you how to frame smarter queries that reveal what’s missing in your content. Use these prompts to help you write smarter and stay ahead of change.

12.  Integrate customer success stories within your web pages. Standalone testimonial pages often collect digital dust. Instead, thread real customer wins directly into your service pages, blog posts, and landing copy—where they’re more likely to be seen and felt.

Example: Add a quick quote next to a CTA. Or lead into a feature description with a real-world result: “After applying these strategies, I booked out my group trip in under a week.”

It’s not about bragging—it’s about proof. And when that proof shows up right where trust is being built, it becomes a subtle but powerful nudge toward conversion.

13.  Tell readers how to contact you and WHEN, remind them of what benefits they'll receive when they do. A small incentive—like a downloadable guide, priority scheduling, or a free bonus—can be the nudge someone needs to take that next step. A warm, well-placed reminder like “Reach out by Friday and get a bonus packing checklist” works well, too.

14.  Always include a P.S. that gives bonus information.

15. Determine keyword phrases for your web pages, blog posts, and other digital content before you write content. Never write for algorithms. However, do know what your audience is searching for.

Before you draft content, identify a few keyword phrases that align with your topic. You might not use them all—but having them on hand makes it easier to update your content later, especially when performance starts to slip.

Pretty Words Alone Don’t Pay the Bills

What most people miss is that sales copy isn’t just writing—it’s psychology. 

Every word either builds a bridge to action or drops readers off a cliff. Formatting, tone, specificity, and visual cues all play roles in how readers feel while interacting with your brand. 

Ready to make your copy work as hard as you do?

Get Copywriting Help

It doesn’t matter if you’re selling boutique lodging, city tours, or hygienic equipment to hotel operators—tightening your copy isn’t about pretty words or perfection. It’s about creating momentum that supports your business goals and turns interest into action.

Whether you’re looking for fresh eyes on a half-finished page, a strategy that aligns with what you’re really selling, or someone who can turn your message into momentum—I’m here for that.