Creating the perfect event description is more than the basics, it's an ad selling your event to potential ticket buyers. Use this space to attract purchases. Just because someone has found their way to your ticketing page doesn’t mean they will complete a purchase, and even if they do, this is an opportunity to up-sell them to a more expensive ticket. This is your space. Use it.
Step One: Know Your Audience
Knowing who you are reaching and who your audience is, is the first step to crafting the perfect event description. Think about what tone will resonate with your audience. Consider using common slang or jargon specific to your audience throughout your copy to give it personality. This works because people like to interact with people or in this case businesses they like.
If this is your first event, take a moment to look at other events reaching the same type of audience and notice the tone used in their event descriptions. Let the copy of other event creators influence the way you craft your own event description.
Step Two: Craft a Catchy Headline
Headlines affect the way your audience will not only read your copy but how they will remember it. A great headline will convince the reader to keep reading about your event and turn them into a ticket buyer.
Craft a catchy headline using the Four U’s:
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be Unique
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be Ultra-Specific
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Create a Sense of Urgency
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be Useful
You may not be able to fit all four into one headline but adding 1-2 is a great start.
Step Three: Paint a picture in the reader’s mind
You’ve got the potential ticket buyer on the hook with your headline, now reel them in with a copy that paints a picture for them. They want to know “what’s in it for them” if they attend your event.
Tip: Add in pictures or videos of happy event-goers
One way to paint them a picture is through event goer testimonials, play up the entertainment or speakers you will have there, and add what’s included with their ticket (any perks for VIPS or extras).
Tip: Remember to keep your copy readable. Use small paragraphs, bullet points, short sentences, and an active voice. Once a ticket buyer sees large chunks of text they are likely to hit the back button rather than read on.
Step Four: Use a call to action
Be sure to include a call to action. What do you want the ticket buyer to do? A call to action prompts the ticket buyer to take the next step and purchase their ticket. This is the most influential step in the event description and also the most often forgotten about.
Tip: Keep it simple - be direct.
Tip: Add a sense of urgency - Simple calls to action will work but something that adds an element of scarcity or urgency works best if applicable.
Examples:
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