John O’Ceallaigh knows a thing or two about a good story.
Whether you want to know how to write one or how to pitch it to journalists, this episode will give you the answers.
And if you work in luxury travel then you’ll want to listen carefully too. John has experienced some of the most luxurious places across the globe and worked with many luxury brands on how to reach those dizzy heights.
He doesn’t pull any punches either.
If you’re looking for someone to tell it to you straight then John is the man for the job, and he’s typically candid in this conversation.
He shares the things brands do that are an immediate turn off, irritating social media habits and some very direct advice for wannabe travel journalists.
We talk about how to write, the difference between freelance and staff writers and John goes into depth on how to level up your brand in a very practical way (which is very different to the usual talk about logos and colours!).
It’s not often you get to hear such open advice from someone who has worked at the heart of the press and now operates in a broader consultancy role with exposure to so many luxury brands.
This is one to pay attention to.
The journey to the Telegraph
Life at the Telegraph
Extravagent experiences on work trips
Setting up Lute
How he guides brands
What makes a good story?
Refining your content approach
How to find good external writers
How to write well
What makes a good story
How to pitch
Freelance vs staff writers
The impact of Covid
Following your passion
Personal qualities that have led to success
Advice for people starting out travel or journalism
Places he gets inspiration
Future plans for Lute
“Read your content and implant a competitor and ask if I could just as easily be about them. If so it’s rubbish and you need to correct it.”
Founder – Lute
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