Remember how I mentioned personality at the very beginning of this post? Well, Siam@Siam’s copy is full of it! And that’s what attracts readers. It’s also what makes them so memorable.
From modern pop culture references to adapting old lyrics, these guys found the perfect way to use a casual tone and still sound professional.
If young, hip, and insta-ready everything is important to a traveler, then Siam@Siam has already gained the advantage simply by using the type of language that appeals to those types of customers – the heavy social media users. (It helps that they actively promote what matters to such a crowd: “Our incredible restaurants serve food from around the world that’s big on flavour and, yep, made for the Insta era.”
The reason their copy works is because:
- They’ve established their identity, so you can immediately tell what they are all about.
- They’re consistent with their tone and style.
- Their copy is fun, full of life, and peppered with the details that are a priority to their target market.
Bonus points for injecting a sense of urgency and triggering FOMO in all the right places.
In short, Siam@Siam’s copy is written with a very clear target market in mind, i.e. insta-ready Millennial travelers, and that helps to differentiate them from the endless other options in Bangkok.
Takeaway: You can deviate from the typical tone used in hotel copywriting and still come across as professional. Just make sure the tone you use is appropriate for your target audience.