Auditory, Visual and Kinesthetic Factors in Copywriting - Your Comments?

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Normally in a copywriting project, I try to balance visual, auditory and kinesthetic phrasing and wording so that people who respond to these different modalities will all feel drawn to (kinesthetic) the product/service, see it as desirable (visual) and hear its siren call (auditory).

However, I'm now in the unusual position of wanting to appeal mainly to kinesthetic and auditory customers because I feel the visual ones are likely to be dissatisfied with the offering. I am wondering if anyone else has tackled this kind of challenge.

What I'm selling is a vacation rental property in Maui that is highly suited to auditory and kinesthetic travelers in these ways, among others...

* You can hear the ocean waves from the unit, especially at night
* There's a quiet area behind the unit for reading, meditating or holding a near-private social gathering
* It's a two-minute walk to the beach - a beach that is much better suited than most on Maui for serious swimmers
*It's an inexpensive, conveniently located base for active travelers who want to spend most of their time exploring the island
* You can walk to shops, restaurants and cafes
* The unit is comfortably furnished and extremely well-equipped for anyone who likes to cook

Now here's what it's not and why I prefer to discourage highly visual people:

* It does not have an ocean view.
* It's not decorated in the latest style.
* It does not have granite countertops or a flat-screen TV.
* To see spectacular nightly sunsets, you have to walk outside for one minute rather than look out the window.

For people who judge everything by looks, it's not right. But for people who like what something enables them to do, it's exceptional.

Because most couples and families contain more than one of the three types, I don't want to make the property description completely non-visual. Also, even non-visual types expect to see photos of a property they are thinking of renting. In addition, I don't want to go so far as to explicitly say any of the negative things in my second set of bullets above but rather to convey them through omission. (In case you're wondering, I'm an auditory person and my husband is kinesthetic, and we love not having a flat-screen TV, having comfortable furnishings, hearing the waves and having to walk just a minute away to see the sunset.)

Now here is the link so you can see how I wrote it up:

Maui Banyan Kihei Beach Vacation Condo | Resort Amenities, Inexpensive Prices in South Maui

What do you think? Should I be bolder in pitching this property to non-visual types?

Thanks for your feedback!

Marcia Yudkin
#auditory #comments #copywriting #factors #kinesthetic #visual
  • Profile picture of the author Ross James
    Don't let yourself over-think the different modalities; also keep in mind that the auditory modality can and will be almost always the same as visual, since people sub-vocalize when they read, when they read something they hear it too(sub-vocalization). So again, don't let yourself complicate things by trying to write for each specific modality.

    Hope that helps,

    Ross
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    • Profile picture of the author 247Copywriter
      Ross is right. You're over analyzing this.

      Do you see estate agents and realtors ever asking these kind of questions to help them to sell more property?

      No, you don't. Why?

      Because they have a proven system to sell houses. They keep their ads simple. They don't resort to splitting hairs.

      Kinesthetic what? What is this balderdash?

      What I'm selling is a vacation rental property in Maui that is highly suited to auditory and kinesthetic travelers...
      I'm tempted to ask... What on earth are you waffling on about? This approach just sounds absurd. You're impressing no-one with this approach. It's neither clever nor interesting.

      Look at similar properties that have sold in your area. Look at the sales copy used.

      Use those as a template upon which to pitch this property.

      You only want to attract inquiries. When you have those inquiries, let the property speak to your potential buyers when they come for a viewing.

      All the rest of this is just hot air.
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      • Profile picture of the author 247Copywriter
        Okay, well I just checked out the page. There seems to be a lot of conflicting messages going on there.

        Some parts are sending out to me very positive signals. Other parts very negative signals.

        It's almost as if you're trying too hard to make this sound very appealing.

        At the same time, I know from reading your ad I'm going to be booked into a 'unit' similar to a 'standard hotel room'. Hardly very inspiring or attractive language to use by any stretch of the imagination!

        What am I... a pet gerbil about to go into it's cage for it's annual break?

        This could very easily be written in a much more powerful and enticing manner. And the entire layout needs major adjustment too.

        Some of your strongest points are hidden away in the depths of your ad when they should be up near the top and what is up there currently... can either be moved further down the page or deleted altogether.

        3 hours at absolute most is all it would take to have this ad singing. And a thousand percent better, more attractive and really connecting with your target audience for higher conversions.

        And it wouldn't need all this kinesthetic la di da either.
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      • Profile picture of the author ewenmack
        Originally Posted by 247Copywriter View Post


        Because they have a proven system to sell houses. They keep their ads simple. They don't resort to splitting hairs.
        Sally, Marcia is writing the copy for a vacation destination,
        not for the sale of such destination property.

        As seen in the link she gives.

        All the best,
        Ewen
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        • Profile picture of the author 247Copywriter
          Hence my second reply Ewen.

          I misinterpreted her OP when she used the word 'selling' as in...

          "What I'm selling is a vacation rental property in Maui...:
          Certainly sounding like she mean't selling a vacation property on reading that line. As in selling the property.

          My mistake.

          However, with many estate agents and realtors in the vaction rental market the same advice applies. Look at the approach they use, swipe and deploy.

          I have family here in this business, one of the largest and most highly respectable holiday cottage companies in the area. And they're booked out solid on hundreds of beachfront properties.

          They never use selling language like this. Or over analyse the selling angle to this extent.

          All Marcia has to do, is to look at the ways the top selling agents are pitching their vacation properties and find a similar approach to their own.

          No fancy words, just paint the picture, seed the visual in the minds eye of the ideal prospects and that's it. Very simple really.

          This other, whatever you want to call it, is doing precisely nothing whatsoever to help her sell more weeks.

          Thanks Ewen.
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          • Profile picture of the author marciayudkin
            All Marcia has to do, is to look at the ways the top selling agents are pitching their vacation properties and find a similar approach to their own.

            No fancy words, just paint the picture, seed the visual in the minds eye of the ideal prospects and that's it. Very simple really.
            Here is additional information that shows that it is not so simple.

            It doesn't make sense to copy what the top selling agents are doing because Maui is a place where many people come back year after year and where negative reviews can have a negative impact, long-term.

            I can't successfully copy what many of the other agents are doing because this unit does not have ocean views and granite countertops and cannot compete on that basis. I therefore want to highlight the non-visual advantages.

            I want SATISFIED customers - who rave about the location and come back year after year and refer their friends. People who want to look at the ocean view from their balcony and show off a beautifully stylish condo are not going to like or recommend our unit, at any price. Therefore it seems smarter to warn them off, subtly and perhaps not so subtly and to attract the ones who won't care about what the unit doesn't have.

            Marcia Yudkin
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            • Profile picture of the author David Babineau
              Originally Posted by marciayudkin View Post

              I can't successfully copy what many of the other agents are doing because this unit does not have ocean views and granite countertops and cannot compete on that basis. I therefore want to highlight the non-visual advantages.
              Hi Marcia,

              Can you use this as a damaging admission to justify a great price (if this is the case) when compared to other rentals?

              "...

              But first, I need to be real honest with you: This unit is not directly on the beach.

              But that's a good thing. Why? Because not only are you only a minute's walk away from the beach, you'll also save over $90 a night - which is over $600 a week. With those savings you could do any of the following:

              * Go for a 4-hour helicopter tour of the island with famous Hawaiian Ukulele Joe...

              * Eat every night at the World-Class restaurant on site...

              * Etc. etc.

              Plus, not only will you still hear the ocean breeze from your balcony, you'll also enjoy greater privacy..."

              That was quick and not sure if that kind of angle would work for who you're targeting, but anyway, just food for thought...

              (Also, here's a great example from Bencivenga about turning a setback into an advantage, hail-marked apples: http://www.marketingbullets.com/bullet08.htm)

              Cheers,
              Dave
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            • Profile picture of the author Collette
              Marcia - you're focusing a lot on what the units DON'T have.

              Instead, I'd focus on what they DO have - primarily (it seems) a great, family-friendly location, especially for people with young kids.

              You've got comfortable units, in a safe, fully-equipped condo complex. Both units are just steps away from a beautiful sweep of uncrowded, protected, golden sand beach, where a lifeguard is stationed, 7 days a week. Guests can spend their days snorkeling, swimming in crystal-clear blue waters, building sand castles, or just lazing in the abundant sunshine.

              In the evening, dinner at # of popular restaurants is 5 minutes' drive away, or guests can fire up the BBQ for their own family-style lanai...

              There's lots to "sell" here. Yet there are 'weasel words" sprinkled throughout your copy, and the ambivalence is coming through. It's as though you feel you have to apologize for what your units are not; instead of how perfect they are for families and kids.
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              • Profile picture of the author RickDuris
                Hi Marcia,

                I'm going to chime in with Collette.

                In addition, have you visited the property?

                It might be worth your while. I would encourage. Actually live in the space. Spend a few days. As is. See what it's REALLY like.

                What's GREAT about it? Not what you have to implicitly apologize for.

                I realize tourist travel is down as an industry, especially in Hawaii. But I think your property can be positioned compellingly.

                Let me give you a personal example.

                During the holidays, my family and I would take vacations to various tropical locations. We did this for the better part of 25 years. Maui was always one of my favorites.

                Now some years were more prosperous for me than others, but regardless, being from Chicago, I needed to get out of the cold--no matter what. Sometimes vacations were lavish and sometimes much more modest. No matter. We went anyway.

                The only question when times were lean, was VALUE. Not necessarily price, although price was absolutely a factor.

                On those occasions, I was looking for amenities. Nature. Things that were easy access. Not necessarily immediate access.

                That's where I think you have the opportunity to romance the various parts and attractions of the island.

                In other words, in years I was struggling, I would have no problem with a two minute walk to the beach. Not at all.

                You're on the western side of the island. That's means sunsets are to die for. You're just a few minutes away from Lihaina, the art district of Maui.

                And again, minutes away from the Kaanapali coast. Oh my goodness. The kings of Hawaii vacationed there. The water is 85 degrees there at this time of year and the ocean waves embrace, lift and carry you.

                Or how about a brisk, easy, 19-mile bicycle ride down hill all the way from the summit of the Haleakala volcano at sunrise?

                If you're promoting a property on that side of the island, you have no worries. Now, if you were promoting a property in Hana, I'd say you have your work cut out for you. More of a challenge. But even then the horses, the heritage, goes back a long way and it's one of the most laid back places on earth.

                If you want to get "off the grid," that's the place to be.

                I apologize if this has nothing to do with VAK and your original request.

                - Rick Duris
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              • Profile picture of the author 247Copywriter
                Originally Posted by Collette View Post

                There's lots to "sell" here. Yet there are 'weasel words" sprinkled throughout your copy, and the ambivalence is coming through. It's as though you feel you have to apologize for what your units are not; instead of how perfect they are for families and kids.
                Precisely. And to be honest Marcia, a seaview isn't all it's cracked up to be.

                Some people enjoy being a minute or two walk inland. It's quieter and more relaxed and doesn't effect the emotions quite so much as when you're right on top of it, staring at it every day. (I should know... I've lived within half a mile of the ocean near enough since birth)

                Just play on the location. The benefits. The positives. Paint the picture as I said. Seed the visual in your target clients mind. Let their imagination fill in the blanks. Don't apologize for anything.

                Turn those perceived negatives in your mind into a positive each time... switch them around.

                Play on the emotions of how they will feel... being so close to the ocean... the taste of salt on their lips... the smell of the beach with the sand caressing between their toes on an early morning walk... the sea breeze in their hair... the suns warmth on their body. The feeling of being alive... filled with exhilaration whilst being completely relaxed and carefree at the same time.

                Transport them right into this location in their minds eye (like a self induced trance) with the visualization... the power of your words.

                Move them emotionally and they'll be like putty in your hands. Just mold them into making that decision to come stay.

                Easy.
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                • Profile picture of the author marciayudkin
                  There's lots to "sell" here. Yet there are 'weasel words" sprinkled throughout your copy, and the ambivalence is coming through. It's as though you feel you have to apologize for what your units are not; instead of how perfect they are for families and kids.
                  Thanks, Colette. You are right. Maybe I've been watching too many real estate shows where it seems every couple walks into a house and says "ah - granite countertops and a view to die for, just what we want." My husband and I couldn't care less about granite countertops, the view from our lanai, or the style of the furniture, but the fact that it is two minutes away from a fantastic beach and spectacular sunsets (last night punctuated by whales breaching and spouting on the horizon) is perfect for us.

                  I'm just so aware of being in the minority on this point and I truly do not want to attract people who have expectations and values that will be disappointed.

                  I'll give it another shot this week.

                  Thanks to everyone for all the other comments, too. Even those I don't agree with have made me think. Which is always a good thing.

                  Marcia
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                  • Profile picture of the author 247Copywriter
                    Originally Posted by marciayudkin View Post

                    ...but the fact that it is two minutes away from a fantastic beach and spectacular sunsets (last night punctuated by whales breaching and spouting on the horizon) is perfect for us.
                    Whales breaching on the horizon? At sunset? A spectacular sunset?

                    Get that in there lass!

                    You're creating lifetime memories to cherish forever.

                    This is a very wonderful and strong selling point.

                    Imagine... just a minutes walk to the beach, sitting down on the soft golden sand, the breeze in your hair, holding hands together sharing a precious moment.

                    A spectacular sunset in front of you, your family there with you, happy and carefree without a concern in the world. Lift your eyes to the horizon and watch the whales breaching and I guarantee you'll have beautiful, cherished memories to carry with you for the rest of your lives.

                    Just made that up on the spot.

                    As I said, it's easy.

                    I really hope you get booked up solid Marcia.

                    Best of luck to you and all the happiness you can handle.
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