You need to remember to avoid making copywriting mistakes, they are easy to make but also easily avoidable. To establish a unique brand on Airbnb or another OTA platform requires a great deal of time and effort, along with some strategic thinking and some slick copywriting skills. What if you put in all the work and it falls flat? Since this is an area of business that’s easily misunderstood, here are the biggest mistakes people make with copywriting on your Airbnb listing so you can avoid them.
- Failing to Think Strategically
Copywriting and branding is part of your overall business plan, so you need to think strategically about it. It needs to connect to your “why” and your broader business goals plus the needs and desires of your ideal guests. Go back and review the reasons why you’re running this business. Take some time to clarify what you hope to achieve and how your copywriting will help you do this. - Your Brand Is Not Your Logo
Many STR businesses make the huge mistake of thinking a brand is a logo or a set of design features – or worse, relying on Airbnb to communicate your brand. While consistent design is an important part of branding, what it’s really about is your messaging and the image you’re creating in the minds of your ideal guest. This message tells people how your listing/s uniquely benefit them. - Being Generic
The whole point of your copywriting is to differentiate your listing from others in the area. If you can do this successfully, you can compete in a crowded marketplace. Focus not only on what you do but what you do differently than the other listings in your area. Remember, you are not writing to sell your house on Zillow. - Assumptions Instead of Facts
Don’t make the mistake of building your brand based on assumptions. You think you know how people see your property, but this isn’t good enough. You need to dig into your reviews and base your decisions on facts and feedback from your guests. - Inconsistency and Disconnect
If your copywriting is giving people mixed messages, it won’t work to engender trust. The message needs to be consistent wherever you have communication with your guests – listing copy, bio, photo captions, messaging and emails. The tone, and the unique benefits of staying at your listing all need to be consistent. - Clever But Not Clear
While it’s nice to have a message that’s unique and clever, the most important thing is for it to be clear. Branding is a form of communication. People should understand your copywriting easily at a glance. Don’t get so creative that it becomes hard to understand. - It’s All About You
While you’re talking about your property, the real message of your copywriting should be how the guest will feel when staying at your property. Focus on the guest experience and how their lives will be improved by booking a stay with you. - Forgetting to Update
If the pandemic has taught us anything it is that the needs of your market and the competitive landscape change over time. Your STR business might also change, offering a new amenity or highlighting different key selling points such as a desk for the working from home guests. If your property has seasonal demand, then your copywriting, photos and branding needs to be adjusted regularly.
Do you want to learn more about getting your copywriting right and avoid copywriting mistakes? Check out my course, “Copywriting that Converts” Masterclass, which teaches you the A to Z of creating persuasive copywriting for your listing and helps you achieve turn those “Lookers into Bookers”. Click here to book your place.
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