The Event Description that would sure shot sell

Your event is unique. So unique, in fact, that it seems impossible to briefly describe everything awesome about it in your event description. Yet this is a skill you need to effectively market your niche event online.

To create the perfect description for your unique event — whether a laughter yoga class, period-accurate Regency tea party, or Lost Generation author’s pub crawl — you need to hook your audience. And it all starts by using your event description as a place to get people interested in your event — not as a tell-all.

Here are three easy ways to craft a compelling description for your one-of-a-kind event.

Your event description is a place to get people interested in your event — not a tell-all.

Step #1: Make it easy to read your description

When you sell tickets to an event, you’re asking attendees for two of the most precious things they have to give: their money and their time. So you need to capture what makes your Paleo Chili Cook-Off and Crossfit event worth the trade in as little space possible.

With an unusual event like yours, you might feel compelled to describe every element in several long sentences — or, worse, paragraphs. Don’t fall into the trap of giving the whole backstory. Instead, organize your writing and make sure it’s skimmable by using an outline.

Three best practices to keep in mind as you write your description:

  1. Break up copy into sections with headers
  2. Use bullet points to call out important benefits or information
  3. Copy and paste your event description into the free Hemingway App for a gut check on how easy it is to read (lower grade levels are better)
 Step #2: Paint your unique picture

Your feminist paint party might draw a crowd, but describing that kind of event in just a few words isn’t easy, either.

Pictures let people actually see what it’d be like to attend your niche event, which is why they’re a powerful way to keep people interested and persuade them to buy tickets. Strong visuals also help potential attendees quickly understand the what, why, and where of your event.

Three ways to paint a picture of your niche event:

  1. Provide links to YouTube videos or Instagram photos of your last event.
    Your last Tarot and Ouija Night was a huge success! Run with it by sharing the spookiest or most meaningful readings from the evening on Instagram or YouTube.
  2. Showcase photos from the perspective of your attendees.
    Your Tarot and Ouija Night attendees took lots of great photos and shared them on social media, so re-post them! And don’t forget to take pics of the room and tarot decks before people arrive to share on your social accounts.
  3. Add attendee testimonials highlighting their enjoyment of your event.
    Many customers refer to social proof before making purchases, so curate a collection of quotes from past attendees on why they loved your Tarot Night to sway future attendees to buy.
Step #3: Add FAQ to your event description

Your event does need a little extra explaining, which is where a solid FAQ section comes into play. If you don’t answer people’s most pressing questions upfront, they might not register or buy tickets.

FAQs will vary from event to event, but as an example, here are a few questions you’d want to answer if you were hosting a paint party:

  • What’s included in the price?
  • Can I reserve seats for my friends so we can sit together?
  • What should I wear to a session?
  • Can I bring a non-painting guest to watch me while I paint?
  • Can children attend?
  • What’s your cancellation policy?

Pro tip: The words in your event description can increase the odds that interested people will find your niche event through search engines like

Word-of-Mouth Is Key in Live Music

It’s no secret: In the music business, word-of-mouth marketing is worth its weight in gold. Put simply: In music, “a personal recommendation is still the only one that matters.”

If you’re running a music venue or throwing shows, you need fans to buzz not just about the artists you’re booking, but the way your space looks and feels. And nothing drives a ticket sale — or a curious first-timer’s visit to your venue — like an excited fan telling their friends: You’ve got to check this out.

What makes word-of-mouth marketing so effective is also what makes it so elusive: It can’t be bought. You can’t guarantee it — but you can certainly enable it. These strategies will help you get your fans talking.

  1. Identify your most valuable fans — and give them what they want

Not all word-of-mouth marketing is created equal. Your most valuable word-of-mouth marketing comes from your most valuable fans.

What makes word-of-mouth marketing work is also what makes it so elusive: It can’t be bought.

These fans are social ringleaders. They love going out, and they love bringing their friends with them. (In fact, they might be better at generating buzz about your events than you are.)

Who are they? Analytics tools offered by platforms like Facebook, and Google will help you identify them demographically. But don’t be shy. Get personal and go low-tech: Look out for familiar faces. Who’s first in the door — and last out? Who’s right up front, next to the stage?

Say hello to these folks and learn what makes them tick. They’ll be thrilled to speak with you.

Once you have a sense of who these fans are, go one step further. Figure out what they’re excited about — and dive into it yourself.

  1. Book buzzed-about artists alongside established sellers

Bigger artists sell more tickets. This fundamental maxim is Newton’s First Law of live music.

But it’s not quite that simple. These days, the most buzzed-about performers — the ones your fans are most likely to text their friends about — are often small-to-midsize artists. To get your fans talking about your shows, booking rising artists is key.

Because streaming has fundamentally altered (and rapidly accelerated) the music discovery pipeline, good relationships with the right booking agents will help you spot these buzzed-about artists before they blow up.

Know your fans and the music that’s popping in your city. Then give fans what they want — before they know it themselves. They’ll tell their friends all about it.

  1. Keep your social media presence fresh and engaging

Maintaining an effective presence on social media feels mysteriously opaque at the best of times, and (at the worst) like tossing money into a bottomless pit.

Social media is essential to the success of your business. But social media ads aren’t enough. What you need is engagement — people talking about your venue and shows online.

Fret not: Effective social media engagement takes time, effort, and energy, but it’s fully within your grasp. There’s no better place to start than by reading these six strategies the team at The Capitol Theatre uses to build buzz. In particular: Respond to your fans directly and promptly, and don’t be afraid to craft your own voice online. Being witty, personable, and (where applicable) even a bit sassy will get fans talking online — which will get them talking IRL, too.


Pricing strategies to boom events this year

Ticket sales are the biggest source of revenue for the majority of the event professionals. But if you’re not pricing those tickets well, you could jeopardize your event’s success

Price your event too high, and it could prevent you from selling enough tickets to fill your venue. Price it too low, and potential attendees might not think your event is high-quality.

The good news is you have some leeway to get creative with your pricing. Try experimenting with these advanced event pricing strategies that will help you drive ticket sales and improve your ROI (return on investment).

Experiment with these advanced event pricing strategies and improve your ROI.

Pricing strategy #1: Discount pricing

To get a jumpstart on your ticket sales or drive urgency as the event date approaches, offer discounts. Discounts are an effective way to build buzz, create a sense of urgency, and reward attendee loyalty.

Another reason to use discount pricing: Price informs perceived value. People will perceive the value of your event as its full ticket price and think they’re getting a deal for the discounted rate.

3 ways to use discount pricing

  1. Give early-bird discounts.Start with a lower price and gradually increase the price as the day of the event approaches. Tap into the FOMO (fear of missing out) when trying to market early bird pricing to price-sensitive attendees.
  2. Provide discounts to various groups. For example, if you’re hosting an obstacle race you might offer discounts to veterans, military members, police officers, or firefighters. A food event might provide discounts to college students, while a jazz festival might try to lure in seniors with a discount for those 55+. And speaking of groups, don’t forget to offer a group discount rate for people who purchase several tickets at once.
  3. Give exclusive discounts to your top customers. Whether it’s someone who’s been to your last 10 events or a social media influencer who’s done live coverage of your events, reach out with a discount as a way to thank them for the business.

Pricing strategy #2: Bundle pricing

You can bring in additional revenue by bundling an event ticket with extra perks that often don’t cost you much. For example, you can provide VIP ticket buyers with early entrance, a roped off area for networking (if it’s an industry conference), or a meet and greet with speakers.

If you’re running a food and beverage festival, you might offer an “unlimited” tasting pass. Or, if you’re featuring live entertainment, package in a photo op or a “backstage pass.” The key to bundled ticketing is that you are selling an experience, not just entry — and can charge appropriately.

3 ways to use bundle pricing

  1. Enlist your partners (other brands, performers, and sponsors) to contribute added experiences. Speakers might donate signed copies of their books, or another partner might sponsor a cappuccino bar in the VIP section.
  2. Come up with just two or three package options. You don’t want things to get too complex. Try offering a general admission ticket, a mid-tier ticket with a couple of perks, and a VIP-level experience with the works.
  3. In the ticket description, break down the value of each ticket type to illustrate that the higher the tier, the better the deal.

By tapping into your customer data and using pricing strategies to highlight the value of your event, you’ll be able to come up with ticket prices that satisfy attendees and your bottom line.