Why my only memory of Universal Studios is the queue
One of my fondest memories came in 2016 at Universal Studios, Singapore.
It was my first time going to such a large theme park.
And better still, the park was virtually empty and I was able to get on all the rides without queuing for long.
So…
You’d expect my memories to be of adrenaline-filled rollercoaster rides… or the water show… or Shrek in 4D (lol)…
But honestly, the only vivid memory I have is the queue for the Transformers ride.
And there’s a marketing lesson here…
See, if the park was busy and I had to queue… I wouldn’t have even noticed…
Because the length of the queue was an ever-evolving story split into sections…
In one section, you were told part of the story…
In the section after, you were told the next part of the story…
And so on…
Everything was designed to bring the ride-goers through to the last act of the story… the ride.
And not in a low-budget way — but with captivating production.
What was the result of this?
Well, the ride was no longer just the 2-3 minutes you’re being thrown side to side, round and round, up and down…
It was a 30-minute story that you’re part of.
Or to put it another way…
They had turned the “roller coaster ride” into an experience from the very moment you entered the line.
Which is exactly what you should be doing in your copy…
See, oftentimes people think copy is about presenting the product in a cool way (while hitting pain points, a mechanism, and so on)…
But in any crowded market — so any market you’re probably selling in…
You need to give your customer an experience.
Why? Because the more you can bring your potential customer into an experience, the deeper into their psyche you can go…
And therefore the deeper your emotional hooks… and the more influence you have over their buying decisions.
This is the edge your copy will have over your competitor’s.
Now, there’s a few ways to bring someone into an experience…
But if you asked me for my favorite, I’d tell you its through journey.
Journey is wonderful because EVERYONE is on one…
Even you. Even me.
Whether your current journey is losing 10 lbs before summer…
Building your business to $5m in revenue…
Or building a home…
No matter how big or small, we’re on a journey. Sometimes multiple.
This is important because with any journey there is momentum.
Momentum that you can steer to the optimal buying decision.
All you need to do is hijack it… and take the wheel… through the journey in your copy.
But what journey should you be presenting?
We’re not talking a Hobbits-going-to-Mount Doom…
But something more internal…
And more UNIVERSAL…
The journey from HopeLESS to HopeFULL.
This is the headline topic for this month’s Conversion Confidential.
I’m going to show you the 7 simple techniques that let you craft a journey…
Which taps into your customer’s deepest emotions…
And over the course of your copy — VSL, YT ad, whatever…
Makes your prospect feel and know that your product (or service) is the only natural choice.
The end result is that your prospect rushes to hand you their credit card.
The full write-up is coming on Monday, exclusively for paying subscribers of Conversion Confidential.
Use the button below to sign up now.