Leverage These Core Copywriting Principles To Get More Engagement & Sales
By Daniel Zolinski | August 28, 2023
Dove’s “Real Beauty” campaign flipped the beauty industry 180 degrees. It was launched in 2004 by Unilever, aiming to build self-confidence in both women and children. The initial campaign had extensive research that showed only 2% of women found themselves to be beautiful. That’s a very low number! The campaign expanded into other forms of media, promoting aging, diverse body types, and transparency around wigs, blemishes, and so-called “imperfections.” The mission was to shine a spotlight on how harmful the beauty industry can be to young women and redefine beauty.
What does this have to do with hospitality you ask? Great question. The copywriting techniques involved with Dove’s campaign expand into all industries, including hospitality. Below are 3 powerful copywriting strategies to increase both your engagement and sales in hospitality.
- The Power of Self-Persuasion
The best salespeople don’t “sell” – they let customers buy.
The most compelling form of persuasion is when individuals arrive at a conclusion by themselves. But many hospitality companies and brands end up pushing their ideas or products onto their guests and customers. However, it’s far more compelling when consumers “pull” or gravitate towards that idea or product because they’ve convinced themselves of its merit. How do you do this, you ask? Think of it like planting a seed and letting it grow organically. Introduce concepts and then provide enough context, information, and emotion for them to naturally weave these concepts into their own personal narrative. They will then be far more likely to believe it, remember it, and act upon it.
2. Write to Core Dreams and Desires
Humans are driven by their fears, desires, and dreams. Whether it’s the desire for success, the dream of a better life, or the fear of missing out, these emotions are ingrained in our psyche. When crafting your message, it’s not just about highlighting the features of your product, hotel, or restaurant. You must also link those features to these deep-seated human emotions. Let me provide you with an example. Imagine a smartphone advertisement just highlights its core features: high-resolution camera, long battery life, water-resistant, etc. Now, imagine another that shows a mother capturing her child’s first steps or a traveler whose phone battery never dies to highlight his or her adventures. The latter speaks to dreams such as capturing precious moments. It’s a gateway to achieving our greatest desires. Effective copywriting taps into these primal feelings.
3. Repetition, Repetition, Repetition
The human brain is designed to recognize and remember patterns. That’s why so many companies and brands have unique slogans, jingles, or recurring themes in their advertisements. But repetition isn’t about mindlessly parroting the same message. It’s about reinforcing the core message in creative ways. A common challenge for hospitality professionals is coming up with a consistent core message to standout from competitors without sounding like a broken record. The key is to keep stretching your creativity and approach your core message from every conceivable direction.
There you have it. 3 core copywriting strategies to increase your engagement and sales for your hospitality company or brand! If you have any further question, want to talk to me directly, or want more proven copywriting strategies, email me at danielzolinski@smarterthought.com and I’ll get back to you within 24 hours.
Best to you and your copywriting endeavors!
