El email original — Belong Anywhere

I want to tell you why Belong Anywhere

is such a good campaign.

Not in a marketing-book way.

In a real way.

Airbnb did not try to sound smart.

They did not explain the product.

They chose one idea and committed to it.

Check this copy out:

"12 years ago, three guests checked into an Airbnb for the first time.

Today, three new guests check in every half-second.

Making each half-second a chance to go from stranger to friend.

To embrace another culture.

To see yourself in someone else, from across the globe.

The more we interact with one another, the more we realize our differences are only imagined.

People…are people, no matter what side of the planet they're from.

Today marks the half-billionth guest arrival on our platform.

As well as one more half-second towards a world

where anyone can belong anywhere".

Pelos como escarpias, ¿no?

I have been in creepy, dirty, scary Airbnbs…

They said something very brave:

You can feel this anywhere.

That is risky.

Because not everyone feels at home everywhere.

But Airbnb decided to stand behind the feeling,

not the feature.

That is why it works.

Most brands are afraid of this.

They stay correct.

They stay neutral.

They stay boring.

Airbnb didn't.

They didn't say:

"We have many apartments."

They said:

"You belong."

That is not copy to convince.

When you read "Belong Anywhere", you feel it.

You remember a place where you felt welcome.

A moment where you felt at home far away.

That feeling is the proof.

This is how good copy works.

One true idea.

Clear words.

No fear.

Love is commitment.

Love is truth.

Love is risk.

And yes.

Yes.

Yes.

This is how you sell.

No explicando el inventario.

Defendiendo una idea hasta que la gente pueda sentirse dentro.