How To Write A Listing That Converts Part 2
In Part 1 of How to Write a Listing That Converts you learnt how to create the hook – the short snippet that appears when site visitors do a search. Being creative with that will attract more people to click through to your listing, but once there you cannot let them off the hook. The bait needs to be meaty enough to get a good bite and to keep them hanging on so you can draw them in with the photos and the amenities. It should not be bland and boring but that is what most listings are like.
Would this text sell a car?
Would you get excited about buying a car if the brochure just told you it had:
- 4 wheels
- A steering wheel
- Front and back seats
- A console that shows speed and fuel consumption
- A GPS
Wow – are you excited about buying yet?
Yes, all those things are included in the specifications well towards the back of a brochure or online ad, but you won’t find such obvious, bland and boring language in the main text used to SELL the car. Instead you’ll find compelling reasons to buy; what you’ll see, hear and feel when you drive the vehicle and how you will experience the ride. You’ll be asked to imagine yourself in different situations, on a day in the country; on the beach; zipping around the city. This is how you need to use the text area to SELL a vacation in your property.
Using Language of Attraction
Writing the text for a listing is far more than typing a description. It’s an opportunity to entice readers into imagining themselves at the property; to envisage their experience and to help them feel what it would be like to actually be there. In fact, it should be a story of a perfect vacation.
If a prospective guest finds your listing and becomes immersed in your story, they are far more likely to convert their interest to a booking. There’s many ways of telling a story within the confines of a listing. A story can be a sentence, a paragraph, in the About Us area - in fact wherever you have text space is an opportunity to transport your audience to a different place.
“Imagine sipping your morning coffee on the dock as the mist rises off the lake, and the haunting sound of a loon breaks the silence. As you contemplate the day ahead and feel the warmth of the sun on your face, you wonder just how much more relaxed you could get.”
“At the end of your action-packed day, sink into the bubbling hot tub and relax under the starlit sky as you reflect on your perfect vacation and congratulate yourself on making such a great choice.”
“After your tasty BBQ, gather around the campfire and share the stories of your day as the smell of roasting s’mores and wood smoke drifts over the water, and the sun dips down over the horizon”
In these examples, the language uses all the senses to get the reader into
the vacation frame of mind. They also use the most powerful word in sales copy…..
When you use the word ‘you’ or ‘your’ you create a feeling of rapport with your audience. It’s as if you are speaking directly to them, you understand their wants and desires and you are on their wavelength. So, before you start writing text that describes the size of your property, how many bedrooms and bathrooms it has, and the number of lawn chairs, think about changing your approach.
Are you helping your readers to get into vacation mode by painting a picture of what it will be like for them? Are you telling the story of the sort of experience they will have, and does your text make them feel compelled to book? Not everyone feels comfortable writing copy in this way, and there are expert travel copywriters that can do this for a fee. However, give it a try first of all. Read some car brochures and watch how advertising pulls you in with the language they use. As long as you avoid the bland and boring text everyone else is using, you are going to achieve more than your competition.