How to avoid the near buy on your hospitality and tourism website

You can see it in their faces.

They love what they see.

Their eyes are glued to your website.

They’re captivated by your images, by your stories, your experiences.

But, suddenly, when you thought their finger was about to press the Book Now / Buy Now button, something happens!

Suddenly, that wandering finger changes direction only to rest on the mouse and move to another tab.


What the #$@&%*! Happened?

Keep reading to find out!



Right when you could already see another booking in your shopping cart, your clients go and change their minds without as much as a simple farewell.

And you and your hospitality / tourism business’ website become relegated to the bookmark menu, probably to never be found again.


Why didn’t they press that button?



Everything was going so well!

How can they leave at the last minute?

After communicating by email and on social media for so long…!

How can they just be so ruthless?

And you continue to mortify yourself, wondering where the hell you’d wronged them?

Don’t punish yourself for that “near” booking because it might not be your fault.

Maybe – just maybe – the culprit causing your clients’ flight is a terrifying “troll”.

Yes, a troll that loves sneaking into their mind at the very last minute to whisper eerie words that make them rush out of your hospitality / business’ website.

No idea what we’re talking about, right?


The Internet knows it as “Timor“, a Latin word that translates as Fear.

This green beast appears suddenly in your website and starts instigating fear in your clients.

Fear to waste too much money…

Are you going to waste the money that’s so hard to earn in this fancy restaurant? it whispers …

Fear to be ridiculed …

That’s idiotic! Only the deluded fall far this ridiculous kind of dinner experiences! insists the very unpleasant creature…

Fear of looking “silly” …

Are you going to trust people who don’t even show their faces?!

Yes, that’s what that insolent monster with unpleasant breath does – it instigates Fear in your clients.

And what are they to do – the poor things -, other than reacting instinctively and disappearing from your website?


So, how can you tame this beast?


And if so, how?

It’s not that easy.

The Fear Troll will always be there, messing around with your clients’ minds.

Fear will always whisper how ridiculous it will feel to book an adventure like yours, trusting someone like you, falling into such an obvious sales trap…

But, there’s something you can do.

You can troll the troll!

You can block his entrance to your website!

You can create a troll-free zone and make sure no trolls of any description ever scare your customers away!


Cancel the Fear Troll’s power with Copywriting


Trust. It’s all a matter of trust.

Every detail is important, from the hosting of your website in your own domain to the stories you tell and how well you tell them to the images you publish and the consistent and frequent publication of content.

Everything counts when it comes to creating trust in your customer and quashing the influence of the evil troll.

If you give your clients any reason – however minimal it may be to distrust you -, they will fear and distrust you.


So, how do you generate trust and prevent your hospitality /  tourism clients from being influenced by the troll?


With two key Copywriting ingredients:

01 Anticipate and resolve objections 


If you believe that some aspect of your hospitality / tourism business could raise any doubt or objection in your potential customer, address it right away.

Don’t let the troll multiply their doubts and instigate fear in them.

When you try to sell an experience online you are generally not in a position to discuss the ins and outs of that product in person with your client.

So, you have to anticipate the aspect of that experience that will make them doubt.

And when the Fear troll begins to whisper in their ears, its arguments will have no basis and will disappear into oblivion.

For example, imagine your run an escape room business and the images on some of your clients might be put off by an excessively creepy atmosphere.

Many of them might not like it.

Many want to bring their families, but they’d rather not have them locked in an excessively spooky place.

Let them know it’s alright.

The Cipher Room in Sydney, very intelligently explains that:

The Cabin > Is Atmospherically creepy content (but not scary) and no jump scares. From 12 years upwards, based on parental discretion.

While The Marlow Hotel > Has no scary content, so it’s perfect for families!.

Always try to anticipate and resolve any objections that your potential client might have.

Start by creating a list of all their possible doubts and objections, and then add information to your copy that eliminates or alleviates them.

Your list can include elements such as:

• Why should I believe you? Highlight your credentials, experience, awards, mentions, etc.

• What happens if I don’t like it? Highlight testimonials from customers who have enjoyed the experience.

• It’s too expensive!  There are cheaper and comparable experiences out there. Explain how you have come up with that price and demonstrate the value of your particular experiences.

If you manage to rebut all their objections, there will be no troll terrorising your clients!


02 Testimonials and Guarantees


Clients’ testimonials will not only help your clients’ quench any objections they may have, but they will also give credibility to your business.

Copywriting helps you create a conversation with your client, establish an interactive dialogue, and tell a story.

Reviews are a very important part of that story.

Because, while your hospitality/tourism business today might be highly digitised, your clients’ decision-making process is the same humans have followed for yonks.

Years ago, we used to ask friends for suggestions on where to go for a good time.

Today, we read reviews on the net and/or we ask our Facebook groups or communities on other social media platforms.

So, same process, different format.

Some suggest you can also strengthen your clients’ trust in you by offering a money-back guarantee.

But, that’s up to you.

You can demonstrate the intention of returning their money if they are not satisfied with the experience your hospitality / tourism business offers. And while that’s a very powerful strategy that is telling potential clients you have so much confidence in the quality of your offering that you are sure they will not be disappointed, it really depends on your business model.

Perhaps you don’t feel comfortable about it.

And that’s ok.

That’s totally up to you 🙂

In any case, if you still need a hand fighting off these unpleasant brutes, talk to the team of copywriters and storytellers at Coco Station.

Our no-nonsense policy will ensure your website is free from client-scarring-green-beasts!


Can’t wait to chat!!