There’s no denying the fact that escape rooms have been one of the most rapidly expanding industries in the world. While some people love films, and some people love reading, others love to dive head-first into an action-packed afternoon where their brains and wits are put to the test.
However, whether you’re competing with other escape rooms in your area, or you’ve set one up, and you’re planning on marketing your business up to public; you’re going to need a description that grabs a customer’s attention and doesn’t let go.
Marketing an escape room can be hard; especially if someone is new to the concept entirely. Today, we’re going to explore ten of the most important tips you need to remember while writing your description, ultimately giving you everything you need to know to maximize your description’s success.
1. Lead with the Headline
As with any form of online content, the first thing you’re going to want to work on is the headline of your escape room description. For this, put yourself in the shoes of your potential customers and where and how they’re going to come across your content.
This could be on your website, is a magazine, on your social media pages, or basically anywhere you decide to market. This just goes to show the importance of writing a good headline. It’s the first thing they’re going to see and will be the first impression of your escape room.
If they’re not attracted by this element, they’ll move on, and you’ll have lost a potential customer.
There are plenty of ways you can approach this, many of which will depend on the nature of your escape room and the theme you’re using.
Since this is a new industry, many companies (especially the first in an area), will use something along the lines of “The Original Escape Room Game in **insert city name**,” but while this is effective, there are plenty of better options out there.
If you’re going for a horror or mystery theme, you could opt for something like ‘Time’s ticking, and they’ll be nowhere else to go,’ or if you’re going for a friendly, cozy vibe, something like “The only escape game you won’t want to leave.”
A good idea is to highlight your uniqueness, for example, “The first Escape Room in XXX” or “The largest Escape Room in XXX” щук maybe even “The most technologically advanced Escape Room in XXX”
Get creative with your headline and really new to approach this from a new angle in order to stand out.
2. Start Sweet & Juicy
Now that you’ve caught your reader’s attention, the idea is to keep them on your description as long as possible. A typical description you would use while registering is around 2,000 characters in total, but you’ll also have the opportunity to provide a short summary equally around 300 characters.
This short summary should be the next thing your readers see, so you’ll want to make sure you include all the best information possible to keep them around. For a lot of potential customers, this is where you’ll make the sale.
This section is where you can go to town on creative writing about what makes your escape room special, and why people should come and visit yours.
The rule of thumb – the longer your description is – the more Google loves you, but at the same time long descriptions may turn off some of your potential clients. So a good idea would be to split the description into two parts – short summary for people and then long description for Google and for those who like reading more than playing.
3. Facts > False Statements
It’s easy to get caught up when writing a description on using potential opinions and rhetorical statements that don’t actually provide value to anything you’re writing. For example, using words like ‘fun,’ ‘exciting,’ or ‘interesting’ are all opinion-based, and sounds like a hard sell.
Instead, let the experience you’re providing speak for itself. Try to include examples of what your players can expect while they’re in the room and stick to the facts. In addition to this, a good idea is to use quotes of your customers describing your room, rather than the same message coming directly from you. This will then appear unbiased and is guaranteed to hook more customers who are interested in what you’ve got to offer.
4. Don’t Just Use Text
It’s vital in your description that you don’t just fill your page or space wherever the description is going with text. Readers will come to your page, see a wall of text, and instantly back out and take their business elsewhere. Instead, break it all up by using images and videos.
Images are great for sporadically placing throughout your content, and perhaps lead or end with a video for people who want it. More and more people are interested in video content so this could be a worthwhile investment. Here is a blog post about how to produce good photos for your escape room.
5. Consider the Search Engines
While writing your descriptions, it’s important to remember that people are going to be coming from all over the internet when finding your page. Are they searching for your business directly? Are they searching for escape rooms in your area, or are they looking for activities near where you are?
This is all the information you’re going to need to find out. This process will involve keyword searching and SEO research and is so important since you’ll need to add the keywords and key phrases into your content to boost your SEO, and therefore the findability of your escape room.
There’s no point in writing it if nobody’s going to see it.
For example, if your escape room is based in New York City, you’re going to need to include keyword phrases likes ‘escape room New York’, and ‘New York escape room,’ and maybe even ‘escape room game in New York.’
By including these terms in your content, Google and the other search engines will organically boost your content up the ranks, ideally onto the first page where everybody will be able to find your content and feel engaged by it. Here is our blogpost on SEO’s best practices for the escape room owners.
6. Perfect Your Content
Put yourself back into your reader’s shoes for a moment. Let’s say you’re with a group of friends and you’re looking for something to do in the afternoon as you happen to come across an escape room. You start reading the description, and it’s full of typing errors and mistakes. What do you do?
The chances are you back off the website and go elsewhere, and you sure won’t put your bank details into the website to make a reservation. If you doubt your professional writing abilities, here are some many tools that can help.
7. Skip Generic ‘Yeah, Yeah’ Phrases
We’ve all been past a kebab shop that claims to be cooking ‘The World’s Best Food,’ and we think to ourselves ‘yeah, yeah, of course.’ These are generic ‘yeah, yeah’ statements, and should be avoided at all costs, since it eats up valuable page space.
When you’re listing up features of your escape room, try to avoid saying it’s the best or the scariest experience, but instead go for how it might make you feel when you’re inside it, such as invoking goosebumps or making the hairs of your body stand on end.
Try to describe the experience itself without forcing your opinion on the reader. If you can help them envision the experience they could be having in your escape room, they’re much more likely to come and visit for themselves.
As with all marketing techniques, you need to sell benefits over features. The best way to do this is to imagine the target audience you’re trying to market to. Consider what they’re looking for and what they want from your escape room. Then, work backwards to craft compelling sentences to hook them.
8. Invoke Imaginative Thoughts
Hand in hand with the point above, if a reader can picture and feel themselves in your escape room, they are much more likely to want to come and visit in real-life. It’s the same with any kind of marketing with any kind of product. If the customer has the product in their hand, they’re going to want to buy it.
However, since you’re selling an experience in an escape room, they won’t be able to experience it until they’re actually in it physically; so, you’ll need to make do with what you can achieve using your words.
If you’re struggling to bring your escape room experience into the minds of your readers, simply start your sentence with the word ‘imagine’ and take it from there. Going back to our example of the horror/mystery-themed escape room, you could have something like;
Imagine the clock’s ticking, every second counting down towards an impending doom not worth thinking about. It lurks in the shadows, rhythmically haunting you as you scramble at keys and photos, using every stressed-out drop of brain power to figure out how you can set yourself free.
Of course, this is just a brief example and can write whatever you want. However, something like this creates an image, a tone and a feeling that resonates with the reader and makes them far more likely to engage with what you’re saying.
9. Attack the Senses
Don’t literally attack the senses, but through your writing, it’s important to drop in a couple of words and terms known as ‘sensory terms.’ These are the kind of words that restaurants commonly use to boost their sales by using the senses to develop the experience they’re offering through words.
These are highly effective terms from a scientific standpoint because your reader’s brain can relate to what’s going on which makes it far more real, and therefore far more engaging to the reader to want to come to your experience.
When talking about food, a sensory word could include something like;
Of course, when it comes to your escape room, you’ll need to pick words that relate to the theme you’ve chosen. Allow your readers to feel your experience through the words in your description.
10. Highlight Social Proof
The final consideration you’ll need to be thinking about when it comes to your description is making sure you include social proof. This includes testimonials, reviews and a rating from past customers who have visited your escape room.
Consider how you make a purchase when you shop on a platform like Amazon. Are you even going to consider buying a product with less than five stars, or are you going to be shopping directly with items that hold a four or above rating
Social proof is one of the best ways to invoke trust in your brand and to get people excited about visiting your escape room. If any customers are unsure about whether they want to experience your activity, even after reading your description, it’s the social proof you include that will confirm the sale.
While it’s important to include solid, unedited reviews in your description, typically at the end, don’t forget that you can blend them into your description itself. If a lot of people love a certain feature, say something like ‘people can’t get enough of such and such,’ as another way of including social proof.
You can also try including social proof right into the title: “Top rate escape room in XXX” or “Rated 5/5 escape room experience in XXX”.
Check how this London Escape Room is showing the Facebook reviews summary right on their website.
When it comes to writing a captivating escape room description to generate sales, there are plenty of things to think about and many more ways you could approach this task.
However, you decide to go for it, remember to take a step back, consider how you want your business to be portrayed, and keep this goal in mind throughout the writing process. This is the best way to create the image you want around your business and draw in those potential customers.
About the Author
Grace Carter is a content manager at Buy Assignment service, educational website where she manages content quality and works with interns’ onboarding.