I know, it sounds rude, doesn’t it? But stick with me for a moment…
… I’m not saying you tell prospective guests what to do and what not to do. I’m referring to the idea of addressing them directly in the content you add to your website, and any of your online marketing channels.
Many writers learn to address their target audience as if they are speaking to one person.
I’m writing this piece with my target audience in mind – you – the owner of holiday rental properties. But I’m writing it as if it is aimed at just one person.
This makes it more likely people will read it, because they will feel as if I am addressing them directly.
Therefore, it makes perfect sense to take this same route whenever you’re about to write a blog post, or any other form of content for your website.
Key rules are …
Be friendly and chatty
This is basically a case of writing in a casual tone, much as I’m doing here.
You want to keep people on your website for as long as possible, in the hope they will decide to book your holiday rental property.
By writing in a conversational tone, you stand a better chance of doing this.
Using the word ‘you’
If not from the outset, this should come naturally as you get more used to writing online content.
If it helps, you can always imagine a customer you already know and have spoken to, and imagine you are speaking to them.
Don’t become too informal, but do make sure you talk to them directly for the best results.
Think of examples like this:
- ‘You’ll love the local tea room, resplendent with cakes and pastries…’
- ‘If you have a passion for walking, our little cottage is perfectly placed for walks of all lengths, depending on what you’re ready for…’
- ‘Can you imagine opening your front door and stepping right out into the countryside, perhaps for a walk or a bike ride, or simply a picnic down by the river you’ll find just five minutes away?’
Do you see how this direct approach can be more intimate and persuasive?
Using the word ‘imagine’
I’ve done this in one of the examples given above, so you can see how it works.
If you can create a picture in the reader’s head that they can become a part of, you’ll stand a far better chance of convincing them to book your holiday let for a week or two.
The idea is to use your words to create images and situations in the reader’s mind.
Why do people book your holiday rental instead of going elsewhere?
Use all the information you have access to and make sure you can get the most out of it. You’ll be surprised how beneficial this can be once you have practised to get it right.
So the next time you want to write some content for your website, use the more personal route to put your potential customers in the place you want them to be.