Por qué en todos los universos necesitas copywriters para tu restaurante/hotel/empresa de turismo

Find out why you DO need a copywriter to help you create smart, profitable copy for your website. In this universe and in any other!



It was a cold winter night in 1954.
Hugh Everett III and his friends were indulging in a few drinks in a bar at Princeton University.
As these things generally tend to unfold, the physicist had a few extra drinks and the conversation became a little anarchic.
From quantum they went to nuclear physics, from nuclear to gravitation theory and from gravitation theory …
To multiverses.
Come on, Hugh! his colleagues clamoured! … You’re drinking far too much! We’ll call you a taxi and you can go home!
No, come on, seriously! Stop to think about it for a moment!
Don’t be ridiculous!
But the sobriety that came with the new day didn’t erase the idea of the multiverses from Hugh’s head.
As if a light had been turned on in his mind suddenly Hugh saw it all very clear: quantum effects force the universe to be constantly separated into parallel universes.
Hugh became so obsessed with his idea that he tried to develop it in his doctoral thesis.


The universe where you don’t need a copywriter


Imagine for a moment that Everett’s proposal was correct.

Come on, just humour us! Why not?

If it were true, in this world, you are totally sure you don’t need a copywriter.

You think you can save yourself some hard-earned cash.

Fair enough.

Yes, you are willing to pay for web designers, an SEO specialist, graphic designers …

But, copywriters, nope. Not really.

After all, we all know how to write, right?

If I write my hospitality/tourism business’ web and blog, I’ll save myself some cash. That’s your mindset.

Same concept as translation (and I know that from experience because I’ve been an EN/ES translator for over 20 years in this same universe :)).

“My son’s studying Spanish at school, and he gets really good results! I’ll have him translate the email I need to send my client”, without taking into account the many interpersonal and intercultural aspects and the thousands of subtleties of the language that the translator who has been working with these two languages for many years knows, and of which, the young man at school has no idea.

The same goes for the work of a chef, right?

Everyone knows how to cook. And it’s totally true, there are great home cooks.

But put them in the extremely stressful environment of a commercial kitchen, and in the first half-hour they’ve run into the horizon to never look back!

Copywriters, digital content writers, translators, chefs – in this universe, everyone believes they can do without them.

But if you dig a little deeper, you’ll see that things are not as easy as they seem.

It’s not just about writing. It’s about persuading.

But, you know that.

You know that writing copy is not a matter of knowing how to choose four or five resounding words that show how smart you are and the many titles you have!

Absolutely not.

You know there’s no time for that.

That your goal is to seduce your potential clients.

Pamper them to become actual clients and engage in a conversation that encourages them to take the kind of action you want them to take: book a table, a night or a tour!

You know all that.

And yet, in this universe, you are still convinced that you don’t need a copywriter.

Because, as a child, you won a few essay writing competitions at school, and you’re pretty darn good at writing!

But, the problem is that writing copy has nothing to do with that.

Writing copy is about persuading.

About selling without selling.

Now, that doesn’t mean that copywriting doesn’t have any rhythm and/or beauty.

Quite the opposite!

As the geniuses at Men with Pens explain:

Good copywriting is like a window in a toy store: clean, polished and invisible, offering a clear vision of the wonders that are hidden within.

Good copywriting is a clean, polished and invisible window that offers a clear vision of the wonders hidden within your physical business!

That’s why you not only need a copywriter for your hospitality/tourism business.

You need a bloody good one!

But in this universe, you’re still convinced you don’t.

And you write your own website’s copy.

And your stories, which are the most important asset of your business, get lost amongst other Jibba Jabba that doesn’t excite your customers at all.

Same old, same old!

In this universe, time goes by and your reservations start to decline because competition becomes steeper and steeper.

And the other businesses opening around you have brand new websites with smart copy and storytelling that transports clients to a wonderful virtual new world.

In this universe, the end is not a happy one.

And one we’d rather not dwell on.

But hold on!

Something’s happening!



The universe where you know 100% you need a copywriter

Now imagine that you have been postponing the writing of your business’ website all day.

You’re nervous because you know that copy is important.

It reflects the personality of your hospitality/tourism business.

And it’s a very powerful weapon to attract and retain your clients.

No pressure!

You start to hit the buttons in your keyboard and the words don’t come out.

The few sentences you manage to put together are nothing but boring clichés you’ve seen a thousand times on other websites.

You keep trying.

To no avail.

All you can think when you read the two paragraphs you’ve written is this: boooring!

Plus, there’s no flow!


How are you going to attract anyone like this?

How are you going to reflect how wonderful your project is with words that are so uninspiring?

How are you going to do justice to the wonderful stories behind your business?

And right there, at that very moment, you make a decision.

I need a professional copywriter.

And just at that very moment, the universe unfolds.

And from a hospitality or tourism business owner with very few possibilities of capturing the imagination of your clients, you become an entrepreneur who knows how to delegate the most important aspects of his/her business in the hands of professionals.

Professionals that know how to differentiate you from the rest and generate a constant flow of potential customers towards your web.

That’s the universe you want to live in!

Because in that universe, the possibilities of success multiply exponentially.

The question you ask yourself in that universe before sitting in front of Google is the following:


How do I distinguish the Premium Copywriter from the mediocre one?


01 Experience

A must. The art of persuading different audiences on the digital screen is not learned from one day to the next.
Make sure you find a copywriter who has spent several years dedicated to the world of persuasive writing. And let us repeat – we are talking about persuasive writing, not journalism or literature because they are completely different fields of writing.

Also keep in mind that, as in all professions, copywriters are becoming more specialised.

The team of copywriters at Coco Station specialises in translating the magic of hospitality and tourism business owners into the digital world.

Stories that fascinate Internet users who are increasingly tired of reading the same thing.

Offer them something different always and they will be your best ambassadors!


02 Quality of work

Analyse their portfolio. Don’t forget that today, many claim to be what they really are not. So, ask them for samples of their previous work, and make sure that:

– These written with the audience in mind,

– They are clear, follow a simple logic and structure for the reader to follow,

– They are persuasive and incite action,

– They speak directly to the client, empathising with their needs and pain points,

– There are no spelling or grammatical errors,

– They have a logical structure that guides the client towards the final action,

– They are not a simple exercise in vanity,

– They are not full of technicalities, etc.


03 Knowledge of SEO principles

Our goal is to write copy that appeals to both the human being as well as Google’s spiders. And that’s a real challenge for a lot. the majority. A good copywriter will know how to find the perfect balance.


04 Listening capacity

In the game of digital writing the only protagonist is the client.

So if your copywriter wants to impose his/her viewpoint and style without listening to your needs and your customers’, that copywriter does not suit you.

You need a copywriter with a great capacity to listen and empathise with your clients.


05 Humility

Everyone wants to ride the digital marketing wave.

The problem is that many soon become “divas” and forget that what truly matters is the client and the result. Copywriters of this sort only write to score points, not to achieve your goals.


06 Worldliness and creativity

Good copywriters must have a highly evolved creative capacity to help them tackle incredibly different messaging and clients – from three-dimensional printers, to tourist attractions in Amsterdam, and the benefits of hyaluronic acid against the effects of time.

And all this, in very different formats.

Because one client wants an email campaign, another wants a sales page, another a script for a promotional video, another an eBook, and another product descriptions.

But how can they have such an ability to write about both cosmetics one day and mining instruments the next?

Because good copywriters immerse themselves on the subject, they inform themselves, clarify ideas, meet the audience, understand the objectives of the project, and go for it!

And then recalibrate and start with something totally different the next day!

Because what really matters is the how, not the what.

That’s the copywriter you need.

Where do you find them?

We have a few of them on Planet Coco.

And they are always willing and happy to lend a hand, no matter what dimension you find yourself in.

Because, for us, you are always the protagonist.

Ready to chat?

Let’s go!