Chuck Thompson was editorial director at CNNGo as it grew from a brand new lifestyle content experiment into one of the world's most popular travel websites. He achieved this by injecting 'voice' into the content and enlisting and/or training writers to did the same with their stories. Here's what that means, and how writers can use voice to inject personality into their writing.
You can also watch this interview on YouTube:
Travel Writing Insights: Finding Your Voice with Chuck Thompson
What is "Voice" in Travel Writing? [00:13:22 - 00:16:44]
Chuck Thompson defines voice as the personality you bring to your writing.
Key takeaways include: Write as if you're talking to friends, not your grandparents
Think of it like your "pub talk" - a slightly cleaned-up version of how you naturally communicate Voice is about being authentic while still maintaining professionalism
The Evolution of Travel Writing [00:05:31 - 00:07:45]
Thompson highlights two major types of travel writing:
Narrative/Experiential Writing
Traditional style of describing exotic destinations
Sharing personal experiences and observations
Less common in modern media
Service Journalism
Practical information for travelers
How to book flights, find hotels, discover local cuisine
More prevalent in digital media
Developing Your Writing Voice [00:18:29 - 00:20:08]
Tips for Emerging Travel Writers: Read widely and absorb different writing styles Don't simply imitate other writers
Find your unique perspective
Be willing to adapt to publication styles
Use opinions to engage readers
Practical Advice [00:22:54 - 00:25:12]
Most travel writing ends up being service-oriented
Publications care more about their brand voice than your personal style
Be prepared to edit and adjust your writing to fit different platforms
Unique Approach at CNN Go [00:09:51 - 00:11:42]
Thompson pioneered a more conversational, irreverent style of travel writing at CNN Go, focusing on:
Personality-driven content
Engaging, sometimes provocative perspectives
Creating dialogue with readers
Final Insight [00:22:20 - 00:22:54]
Voice isn't about being outrageous—it's about being authentic, engaging, and providing value to your readers while showing your unique personality.
Pro Tip: Think of voice as simply "personality on the page" - how would you naturally tell a story to your friends?
Chuck Thompson: https://chuckthompson.com/
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