How to Craft Irresistible Tour Descriptions That Sell Like Hotcakes

Before you invest in ads or new marketing tactics, I’m willing to bet that this ONE thing is why you’re not getting the sales you want on your tours.

What is it? Irresistible Tour Descriptions.

Your tour descriptions are your sales pages and they must compel people to buy, and buy now. The moment someone starts looking for the “Buy Now” button or questions whether you can meet their needs, you’ve lost them.

We recently hosted a Tour Description Tune-Up event for WeTravel followers and had an overwhelming response. We were able to answer questions and look at specific tour descriptions to help business owners like you hone and refine their descriptions so they’ll sell like hotcakes.

We know not everyone was able to attend, so we wanted to share some highlights with you here. 

(Be sure to join us for the next workshop, coming to a computer screen near you!)

1. Give Your Tour a Name That Stands Out

First things first, let's talk about your tour name. You want something that's unique, memorable, and SEO-friendly. Steer clear of generic names, acronyms, and superlatives that everyone else is using. Instead, come up with a name that really captures the essence of your tour and sets it apart from the competition. Do a quick Google search to make sure your name isn't too similar to others out there. Trust me, a little creativity goes a long way here!

Action Step: Brainstorm 5-10 potential tour names and run them by friends, family, or colleagues for feedback. Choose the one that resonates most with your ideal guests.

2. Make a Bold Promise That Hooks 'Em

Now, let's craft a bold promise that grabs your ideal guests' attention and makes them think, "I need this tour in my life!" Use the "How To / Without / Even If" framework to address their biggest desires, pains, and objections head-on. Don't be afraid to get creative with alternatives like "The Best Way to..." or "We help you..." The key is to make a promise that's both exciting and believable.

Action Step: Draft 3-5 bold promise variations using the frameworks provided. Pick the one that feels most compelling and authentic to your tour experience.

3. Give Them the Need-to-Know Info at a Glance

Let's face it, people are busy and they want information fast. That's why your "At a Glance" section is so crucial. This is where you'll include all the essential details like departure times, duration, meeting point, group size, inclusions, and what to bring. Keep it brief, bulleted, and easy to scan. This way, potential customers can quickly find what they need without getting overwhelmed.

Action Step: Create your "At a Glance" section using the recommended format. Make sure to double-check all the details for accuracy.

4. Highlight Your Tour's Unique Features & Benefits

Here's where you really get to showcase what makes your tour special. Choose 6-7 key features that solve your ideal guests' most pressing problems and fulfill their deepest desires. For each feature, craft a benefit-driven description that helps them envision the incredible experience they'll have. Use bolding strategically to make the features pop and break up long blocks of text.

Action Step: Make a list of your tour's top features and their corresponding benefits. Write up enticing descriptions for each one, focusing on the language your ideal guests use.

5. Overcome Objections with a Robust FAQ

Let's tackle those pesky objections head-on, shall we? Include 5-10 frequently asked questions right in your tour description, with at least half of them addressing common buyer concerns. Whether it's about the customer, seller, or offer itself, use this space to provide clarity, build trust, and show that you truly understand their perspective. Keep your answers concise but informative.

Action Step: Identify the top 5-10 objections your ideal guests might have about your tour. Craft empathetic, reassuring responses for each one and add them to your FAQ section.

6. Sprinkle in Social Proof for Extra Credibility

Nothing builds trust quite like glowing reviews from happy customers. Pepper your tour description with testimonials from past guests who resemble your ideal client. Choose quotes that specifically address common concerns or highlight key benefits. You can either weave these throughout your description or create a dedicated section for them. Just make sure they're authentic and relevant!

Action Step: Reach out to past guests for testimonials or pull from existing reviews. Select the ones that best align with your ideal customer's needs and objections.

7. Sweeten the Deal with Irresistible Bonuses

Want to make your offer even more enticing? Include 2-3 valuable bonuses or extras with every booking. These should be tailored to your ideal guests' pain points and dream scenarios, like insider guides, exclusive discounts, or personalized planning sessions. The goal is to differentiate your tour from the competition and make it a no-brainer for potential customers.

Action Step: Develop 2-3 bonuses that perfectly complement your tour experience and address your market's unique needs. Add these to your description, emphasizing the added value they bring.

8. Create a Sense of Urgency

We all know that feeling of not wanting to miss out on something amazing. Use that to your advantage by creating a sense of urgency in your tour description. Highlight limited spots, time-sensitive discounts, or how quickly your tours usually sell out. When people feel like they might lose their chance, they're much more likely to take action and book now.

Action Step: Identify 2-3 urgency-boosting elements you can incorporate into your tour description, like seasonal promotions or limited capacity messages.

9. Make Booking a Breeze (and Risk-Free!)

The easier you make it for people to book your tour, the more sales you'll see. Ensure you have a clear, prominent "Book Now" button that links directly to your booking software or contact info. And don't forget to include risk-reversals like flexible refund policies, satisfaction guarantees, and trust seals. The more confident people feel about booking, the better!

Action Step: Optimize your booking process and add reassuring elements like a money-back guarantee or secure payment badges. Test your "Book Now" button to ensure a seamless user experience.

10. Show, Don't Just Tell with Awesome Visuals

Last but definitely not least, let's talk about the power of visuals. Photos and videos are hands-down the best way to give potential guests a taste of the incredible experience they'll have on your tour. Showcase your destination's beauty, the fun atmosphere, and most importantly, lots of smiling faces! Whenever possible, feature images of people who look like your ideal guests, so they can really picture themselves there.

Action Step: Audit your existing tour photos and videos. Identify gaps and plan a photoshoot to capture fresh, diverse, and high-quality visuals that bring your tour description to life.

Phew, that was a lot to cover! But trust me, when you implement these 10 game-changing strategies, you'll be well on your way to crafting tour descriptions that practically sell themselves. It's all about understanding your ideal guests on a deep level, addressing their needs and concerns, and painting an irresistible picture of the experience you offer.

Remember, your tour description is often the first impression potential customers have of your business. So let's make it count! Dedicate some serious time and effort to nailing each of these elements, and watch your bookings soar.