You picked a niche. You said it out loud, put it on your website, and felt the relief of finally having a clear answer when someone asks what you do. But if clients are still arriving unclear on whether you're their person, you've stopped one step short

Your website copy sounds professional. It's warm, it mentions your experience, and it could belong to almost any travel advisor online. If that sentence landed somewhere uncomfortable, this post is for you. We're covering why generic copy happens, what brand voice actually looks like in practice, how to figure out which voice type you are, and what to do with that information once you have it..