Launching a surf retreat, surf camp or surf product is no easy feat. But once you’ve got everything up and running, the next step is to make sure that your marketing efforts are as effective as possible.
What do I mean by “effective”?
In short, writing persuasively so that your marketing materials, website and social media posts convert prospects into customers, guests or subscribers.
That doesn’t mean latching onto trends or using gimmicks to get attention.
In fact, timeless copywriting advice that never goes out of style is often the most effective.
After 10 years, hundreds of happy surf business clients and countless hours spent consuming copywriting content, here are my favourite timeless copywriting tips.
Know exactly what your audience wants
What:
Knowing exactly what your audience wants is the first step to writing persuasive copy that sells. They’re the ones that buy from you, after all, which means their needs and desires should be at the centre of every piece of content you create.
Why:
When you understand what your audience wants, it becomes easier to craft messages that resonate with them and address their pain points. This leads to a stronger connection between your business and your audience, increasing the likelihood of conversion.
How:
How you know what your audience wants depends on how well you know your audience.
If you’ve only just entered the surfing world, you may need to do some market research to get a better understanding of your target audience.
This could include surveys with freebie giveaways, conversations in Facebook groups, competitor testimonials (similar product/service/accommodation) or even just having conversations with potential customers.
For anyone who’s been running a surf business for a while, you may already have a good understanding of your audience through past interactions and feedback.
Leverage the Rule of Seven
What:
The Rule of Seven in advertising states that a prospect needs to see or hear your marketing message at least seven times before they take action.
Why:
The idea is that repeated exposure to your brand and messaging creates familiarity and trust, increasing the likelihood of conversion. Simply put, the more a prospect sees your brand and message, the more likely they are to remember you when they’re ready to make a purchase decision.
How:
This depends on what type of surf business you run. An e-commerce surf business will benefit from retargeting ads on social media or email marketing campaigns that consistently remind prospects of your products.
A surf retreat, camp or hostel business can utilise consistent branding and messaging across all touch points – from website to social media posts to email newsletters – in order to create a sense of familiarity and trust with potential guests.
Use copywriting formulas like PAS and AIDA
What:
Good copywriting is intuitive, subversive and creative first, but it should also follow a structure that appeals to human psychology. Two of the most effective copywriting formulas are PAS (Problem-Agitate-Solution) and AIDA (Attention-Interest-Desire-Action).
Why:
As humans we like to think we’re in control of every decision we make, but the truth is that our brains are heavily influenced by emotions and subconscious triggers. These formulas tap into those triggers to create a sense of urgency and desire for your product or service.
How:
I’ve written about using PAS in your copy and content here. AIDA is just another dimension of PAS, with the added focus on catching attention and building interest before presenting a solution.
For example, use of the AIDA formula for a beachside surf camp in Central America could be:
- Attention: “Experience the perfect surf getaway in a tropical paradise”
- Interest: “Learn from experienced surf instructors, enjoy a personalised 2:1 coach-to-student ration and explore hidden gems on the locals know about”
- Desire: “It’s harder than ever to disconnect and find time for yourself. A beachside surf camps gives you front door access to a serene, stress-free paradise where you can recharge and reconnect with nature.””
- Action: “Book now to secure your spot and experience the ultimate surf getaway!”
Let the Rule of One simplify your message
What:
The Rule of One dictates that you must focus on one goal, one audience, and one message in your marketing.
Why:
In today’s fast-paced world, people have limited attention spans and are bombarded with information constantly. By using the Rule of One, you can cut through the clutter and make a strong, clear statement that resonates with your audience.
How:
It’s tempting when writing to range far and wide with your messaging, trying to appeal to multiple audiences and cover all bases. But it’s important to remember that less is often more when it comes to effective copywriting.
Before crafting any marketing materials, ask yourself: What is the one goal for this piece? Who is the one audience I am targeting? What is the one message I want to convey?
Keeping these questions in mind will help you stay focused and create a strong, persuasive message that resonates with your audience.
Create a sense of urgency
What:
Trying to persuade people to act without a sense of urgency is the same as throwing a Christmas party but not telling people what year it’s being held. Urgency sets an expiry date on your offer.
Why:
Without urgency, people may delay their decision or forget about your product or service altogether. By creating a sense of urgency, you encourage immediate action and increase the chances of conversion.
How:
Urgency is everywhere in advertising and marketing, and the simplest way to create it is to use limited-time offers or limited quantities of a product.
For example, offering an early bird discount for a surf camp or retreat if booked within a certain time frame, or promoting “only 5 spots left” for a popular surf excursion can create a sense of urgency and encourage people to take action.
NOTE: It’s important to be genuine with your urgency – don’t create false scarcity or urgency as it can damage your credibility and trust with your audience.
Emotion > logic
What:
People buy with emotion and justify their decisions with logic. And while we may think it’s the other way around, research has shown that emotions play a much larger role in purchasing decisions.
Why:
Emotional appeals are more persuasive because they connect with people on a deeper level. They tap into our values, desires, and fears, making us more likely to take action on a product or service.
How:
Incorporating storytelling and personal anecdotes in your marketing can create an emotional connection with potential customers.
Being raw and honest is also more effective in creating an emotional response than using generic marketing jargon.
Just remember that in order for the emotion–logic link to work, you must use numbers and statistics to back up any claims or benefits of your product or service.
This helps to reinforce the emotional appeal with cold hard evidence.
Focus on benefits, not features
What:
The most common copywriting mistake I see in the surf industry is focusing on features instead of benefits. Features describe the characteristics of a product or service, while benefits explain how those features will improve the customer’s life.
Why:
This flows on from my previous point about emotion being more persuasive than logic. People don’t buy or book because of the technical details or specifications of a product, they want to know how it will benefit them and make their life better.
How:
When writing copy for your surf business, focus on the benefits that your product or service can provide.
For example, instead of talking about the dimensions, depth and construction of your pool, mention how it will provide a relaxing and rejuvenating experience for customers or allow them to improve their surfing skills in a controlled environment.
Another example is surfboards. If you’re only talking about the fin placement, spiral vee or rocker in a technical sense, you’re dropping the ball before you reach the finish line.
Describe how these features translate into improved performance, more stability and easier maneuvering for the rider.
Final thoughts
Instagram, Facebook, TikTok trends and other forms of social media come and go, but the basic principles of effective copywriting remain. They’re as true today as they were 100 years ago, and chances are they’ll remain true well into the future.
The next time you’re required to write a newsletter, blog article or social media caption, take a quick peek at this guide and ensure you’re incorporating these key elements into your messaging.
Practice makes perfect, so don’t be discouraged if you don’t get it right the first time.
Keep at it and I guarantee you’ll x10 your writing skills and connect with your audience on a deeper level.