- In the very first paragraph, mention the location as well as the property. People tend to prioritize location above accommodation.
- Make a headline that grabs the reader’s attention. ‘Romantic getaway between moor and sea,’ ‘Stunning views from the tallest residence in Bonnieux,’ etc., rather than ‘Holiday cottage with off-street parking.’
- Keep paragraphs short, preferably with only one concept per paragraph, as this is easier on the eyes while reading from a screen.
- People read picture captions, so make good use of them. A descriptive description can change the meaning of a photograph. Appeal to the stomach: ‘The garden is ideal for long, languid lunches,’ for example. ‘Kids can run around in the garden all day,’ she could say to a family.
- When it comes to writing, keep in mind that less is more. Remove extraneous words from your copy; words whose removal does not change the meaning can be removed.
- People enjoy reading lists. This one appeals to me. It’s easy to read and comprehend.
- As though you’re writing to a single person, explain how they’ll profit. Instead of saying, “The pool is heated all year,” say, “You’ll adore the pool because we keep it at 76 degrees all year.” ‘ The words ‘you’ and ‘your’ are crucial.
- Give it a human voice, since people prefer to know that you’re real – there’s still a lot of skepticism about using the internet for critical transactions. Bring yourself into the copy by using ‘I’ and ‘we’ to make it more personal.
Don’t be afraid of humour. Humour is one of the best ways to get a reader to trust you and respond positively.
- Use pleasant remarks – if it works in theaters, it will work for you!