You can see it in their faces…
They are fascinated…
They love your webpage …
They’re captivated by your images, by your stories, your games…
But, suddenly, when you thought that their finger was about to press the Book Now button, something happens!
Suddenly, it changes direction only to rest on the mouse and move to another tab.
What the #$@&%*! Happened?
Keep reading to find out!
Right when you could already see another booking in your shopping cart, they go and change their mind without as much as a simple farewell.
And you and your escape room’s website have been relegated to get lost in the bookmark menu, like so many others like you which they had the intention to book but never did.
Why didn’t they?
Everything was going so well!
How can they leave me at the last minute?
After all that time we’d been com communicating by email, on social media…!
How can they just go like that?
And you continue to mortify yourself, wondering where the hell you’d wronged them?
Don’t punish yourself for that “almost” booking.
Because maybe, in this case, it’s not your fault.
Maybe the culprit causing your clients’ flight is a terrifying “troll”.
Yes, a troll that likes to sneak into their mind at the very last minute to whisper eerie words that make them rush out of your escape room’s website.
Don’t you know who we’re talking about?
It’s known on the Internet as “Timor“, Latin word that translates as Fear.
This green beast appears suddenly in your escape room’s website and starts to instigate fear in your clients.
Fear to waste too much money …
Are you going to waste the money that’s so hard to earn in this escape room bullshit? he whispers …
Fear to be ridiculed …
That’s idiotic! Only the deluded fall far this stupid games! insists the very unpleasant creature…
Fear of looking “silly” …
Are you going to trust people who don’t even show their faces?!
Yes, that’s what that insolent monster with unpleasant breath does – it instigates Fear in your clients.
And what are they to do, poor things, other than react instinctively and disappear from your web?
So, can you tame this beast?
And if so, how?
Is not that easy.
The Fear Troll will always appear to your clients.
Fear will always whisper how ridiculous it will feel to book an escape adventure like yours, trusting someone like you, falling into the sales trap…
But, there’s something you can do.
You can troll the troll!
You can block him from entering your realm!
Create a troll-free zone on your website!
And make sure no trolls of any description scare your customers away!
Cancel the Fear Troll’s power with Copywriting
Trust. It’s all a matter of trust.
Every detail is important, from the hosting of your website in your own domain to the stories you tell and how well you tell them to the images you publish and the consistent and frequent publication of content.
Everything counts when it comes to creating trust in you and quashing the influence of the evil troll.
If you give your clients any reason – however minimal it may be to distrust you -, they will fear and distrust you.
So, how do you generate trust and prevent your escape room’s clients being influenced by the troll?
With two key ingredients in Copywriting:
01 Anticipate and resolve objections
If you believe that some aspect of escape room business could raise any doubt or objection to your potential customer, address it.
Don’t let the troll multiply their doubts and instigate fear.
When you try to sell an experience online you are generally not in a position to discuss the ins and outs of that product in person with your client.
So, you have to anticipate the aspect of that experience that will make them doubt.
And when the Fear troll begins to whisper in their ears, his arguments will have no basis and will disappear into oblivion.
If your chosen images for your escape room’s website which are a little too scary, many of your clients might be put off by an excessively creepy atmosphere.
Many of them might not like it.
Many want to bring their families, but they’d rather not enclose them in a spooky place.
Let them know.
The Cipher Room in Sydney, very intelligently explains that:
The Cabin > Is Atmospherically creepy content (but not scary) and no jump scares. From 12 years upwards, based on parental discretion.
While The Marlow Hotel > Has no scary content, so it’s perfect for families!.
When you write your escape room’s website try to anticipate and resolve any objections that your potential client might have.
Start by creating a list of all their possible doubts and objections, and then add information to your texts that eliminate or alleviate them.
Your list can include elements such as:
• Why should I believe you? Highlight your credentials, experience, awards, mentions, etc.
• What happens if I don’t like it? Highlight testimonials from customers who have enjoyed the experience.
• It’s too expensive, there are cheaper rooms and experiences out there. Debate explaining how you have come up to that price and demonstrate the value of your particular rooms and stories.
If you manage to rebut all their objections, there will be no troll terrorising your clients!
02 Testimonials and Guarantees
Clients’ testimonials will not only help your escape room clients’ quench any objections they may have, but they will also give credibility to your business.
Copywriting helps you create a conversation with your client, establish an interactive dialogue, and tell a story.
Reviews are a very important part of that story.
Because, while your escape room business today might be highly digitised, your clients’ decision-making process is the same humans have followed for yonks.
Years ago, we used to ask friends for suggestions on where to go for a good time.
Today, we read reviews on the web or we ask our Facebook groups or communities in other social media platforms.
So, same process, different format.
Some suggest you can also strengthen your clients’ trust in you by offering a money-back guarantee.
But, that’s up to you.
You can demonstrate the intention of returning their money if they are not satisfied with the experience in your escape room. And while that’s a very powerful strategy that is telling potential clients you have so much confidence in the quality of your room that you are sure they will not be disappointed, it really depends on your business model.
Perhaps you don’t feel comfortable about it.
And that’s ok.
That’s totally up to you J
In any case, if you still need a hand fighting off these unpleasant brutes, talk to the team of copywriters and storytellers at Coco Station.
Our no-nonsense policy will ensure your escape room’s website is free from client scarring green beast with bad breath!
Ready to be teletransported to Coco Station?