‘We’re Passionate about what we do’
How many times have you heard that self-serving guff?
Website content is often like a broken record with that claim.
You’re expected to take it at face value and be impressed.
Fat chance as the ‘passionate’ statement seems to be dotted all across the Internet.
With over-use, it sounds like the symptom of a mental breakdown from those too lazy think of anything better than talking about themselves.
It makes you wonder … wouldn’t it be more profitable to crow less and talk more about why customers should do business with you.
How about addressing the what’s-in-it-for-me question?
Here’s a travel site that does just that, smallworldtraveler.com.
We’re betting those who run the site are every bit as passionate, innovative and committed as anyone else.
Probably more so.
But you won’t see that vague and inadequate word, passionate, in their branding.
Adventure is their reason for being; they elaborate brilliantly on it to stop you and lengthen your attention span.
They’re promoting global journeys of discovery for families.
Small World Travel is where you go to arrange expeditions with your kids to 7 continents.
To frozen oceans, volcanic archipelagos, lost cities and places like say, Botswana.
There you can do things like live in the bush and experience something of a lion’s eye view of the world.
At times you’d have to call that an underwater world.
Because lions in Botswana’s swampy Okavango Delta have learned to swim to pursue their prey.
Imagine it, lions as part of marine life.
Some bright spark said the best advertising is an example of the product experience.
That’s what you get with Small World Travel.
The prospect of adventure is expressed as a story that’s original, charming, perceptive and multi-layered.
You get the whole box and dice so you read and read.
It convinces you that you couldn’t do better by going elsewhere.
You’re the one who becomes passionate.
Passionate about heading off to places like Botswana, Egypt, India, Thailand, Australia and Antarctica.
Isn’t that better than the soppy and weak ‘We’re passionate about what we do’?
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