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  • 18-JAN-2025 | Excerpt from Lonely Planet’s About Page

18-JAN-2025 | Excerpt from Lonely Planet’s About Page

Author

Dan Bogachek
January 18, 2025

We believe that travel is for everyone. It helps us learn about ourselves and the world around us.

Our goal is to help more people from more backgrounds experience the joy of exploration. Because we believe this builds a kinder, more inclusive, more open-minded world.

Like you, travel is in our DNA. At Lonely Planet, we believe travel opens the door to the greatest, most unforgettable experiences life can offer. And we have learned that the best travel is about putting yourself out there, about leaving behind the everyday, about immersing yourself, rather than just seeing the sights.

As travelers, you're on a journey, and at Lonely Planet, we're on one, too. Over the last two years, travel has transformed. We're thinking deeply not just about how we travel but why we travel and how to best serve travelers on their journey — and we approach our 50th year with a passion and commitment to helping others do it, too. 🏁

These folks must have taken careful notes from Simon Sinek.
Their very first sentence is their “why.” They start with beliefs and values.
Then they use a mix of “you” and “we” to put themselves and the reader on the same side.

Clean.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and flip open the laptop.

Or… what if:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].