Turn Browsers Into Buyers

I used to try and communicate with everyone in my marketing.

I did this for a couple years before realizing the issue.

Talking to everyone is talking to no one.

So I started calling out the exact type of person I was marketing to.

That’s when I started hitting my goals.

Let me explain.

Here's a typical Instagram scroll-sesh for me:

• I see a beautiful cabin.

• Without any specific copy that speaks to me. (or any type of person).

• Then continue scrolling.

And I bet most potential guests like me do the same.

The best short term rental companies who have mastered marketing call out their ideal guests. Here are three memorable headlines I've saved:

• Relaxing getaway for couples.

• Looking for influencers to collaborate with.

• Imagine staying here with your family.

This is calling out your audience. Here's why doing this is so powerful.

The Power of Getting Your Audience to Say "That's Me."

A couple years ago, I was planning a mountain biking trip and looking for a place to stay.

There were plenty of options in the area.

• Beautiful Airbnbs on a lake.

• Cabin resorts near restaurants.

• And modern homes hidden in the trees.

All options just a few minutes from the trailhead.

Then, I landed on a campground website that caught my attention. All the content was about mountain biking. They talked about:

• How close they were to the trails.

• The best trails to take.

• What I should do after a day of riding.

Without hesitation I said, "that's me!" and booked two nights.

They called me out in their marketing and turned my browse into a buy.

I stayed during two weeknights. It was still packed with riders.

That's the power of calling out your audience.

How To Find Your Audience

Your target audience likely hides within your past and future guests.

The easiest way to find your hidden audience is simple.

Build out an automated post stay email or text message that asks three questions:

1. Who did you come with?

2. What did you do?

3. What did you like most about your stay?

After enough time and responses, you'll start to connect dots like:

1. If a lot of guests were joined by a spouse and relaxed, maybe you have yourself a couples retreat.

2. If guests went fishing, you can become an anglers basecamp.

3. If all guests did was work, you are now a remote workers paradise.

I recommend offering a reward for their time to increase responses. Like a discounted stay.

Be overly generous. 80% of peoples won't even use the discount.

In my opinion, this is the easiest and most cost effective way to find your audience.

If you want another option, read this article.

Callout Your Audience to Get More Bookings.

If someone drops a tray of glasses at a cocktail party, what are you doing?

Probably just looking for a quick second then getting back on the struggle bus of listening to a distant relative share their controversial world views.

What if someone calls out your name?

You're redirecting all your attention at that person to learn more about why they are calling you out.

Our marketing must follow the same idea.

Sure, when we speak to everyone, they will look.

But eyeballs don't directly translate to bookings.

Calling out our audience and getting them to say, "that's me," does.

That's all for today. I'll see you in the next article.