Encourage More Ticket Sales with An Awesome Listing – This is How You Do It!
You’ve worked long and hard to get your event prepared and ready to go, now you need to attract your audience and sell those all-important tickets.
There are a lot of different ways you can promote your event and build up a buzz, but perhaps one of the most easily over-looked is the description section on your ticket listing.
Take a step back for a moment and think like a customer who’s finding your event for the very first time.
- Do you know what the event is about?
- Who does it appeal to?
- Is it suitable for your age group?
- When and where is it being held?
- Is there a dress code?
- What time is it set to finish?
- Who are the headliners and supporting acts?
- What makes the different ticket tiers worthwhile?
- Is there anywhere I can find out more?
When you create the description for your event, you’re selling it to every single person who clicks on your page to find out more. This is the last line before ticket sales – your last opportunity to push them over the top and get them to click that buy button.
So, what do you need to put in your description? How do you make yourself stand out and look incredible?
1. Start off with a short, snappy title – something that’s going to draw the eye and showcases the tone and type of event your audience are going to be looking at.
2. Don’t mess around with loads of unnecessary description, get the main points of the event across. Look at the information you have about your event and decide what’s the most important bits your customers will need to know. Your first paragraph needs to engage people quickly and tell them the essentials, because if they stop reading after this point and you’ve not got that information across, they’re unlikely stopping to go and buy the tickets.
3. Make sure you’ve included the date and time in the description! Sure the date and time of the event is at the top of the page, but include it in your description as well (and make sure you add an estimated finish time wherever possible) – this is because people don’t want to scroll around to see when it’s on. When you’re providing them with the pertinent information about the event and what it’s going to be about, make sure you include when and where it is!
4. Try to avoid opinion and subjective tones. You want to convince your guest to buy, sure – but the strength and creativity of your event needs to speak for its self, if you’re having to “guarantee” and “absolutely assure you” that the event is awesome, there’s going to come a point where you just sound desperate and start doing more harm than good.
It doesn’t hurt to have a few opinions in, and if you’ve got genuine feedback from previous events or you’ve been mentioned in a popular publication / channel, then quote that!
5. What’s actually going to happen at your event? Are there going to be multiple stages or artists performing? Is it happening across multiple days with a set program, or can attendees choose what they want to do?
As much as possible (you might not have confirmed all your Artists yet), list what is happening at your event, who is performing and what the expected finish time is.
6. Tag Your Artists and Include Their Websites Where Appropriate
It might seem a bit counter intuitive to send people away from the ticket page, but if you’re advertising your acts and showing people where they can find out more about them, you’re going to build interest. Make sure you talk to your Artists and have them advertise your event on their homepage and social media channels, and their audience (and those that just clicked away to find more info) will have a link to bring them straight to the sales page!
7. If your venue is in a difficult to reach area, make sure you include information on transportation (public and local taxi services) and parking. No one wants to get off the train and have no idea where to go or find at the end of the evening it’s going to cost them an arm and a leg to get home because there’s only after-hours taxis running!
8. Make Use of Different Types of Media
When you list your event, have a look at your Artists or what you’ve done before and include video or images that showcase what’s incredible about what you’re doing. People are a lot more visual than they are textual – so if you’ve got the opportunity to show yourself off, don’t waste it!
9. Take Some Time to Get Your Flyer Right
This is the image that people are going to save and share, this is what’s going to get spread around social media and used by your Artists to promote your event. Take time to make sure it’s clear, easy to understand, has all the correct information (time, date, location, ticket price, link to where to buy the tickets, guests, etc).
You should also consider making this image in a range of sizes so it can fit on Facebook & Instagram, Facebook & Instagram Stories, and Twitter as well as the listing page. If your guests can download an image in the right size for their favourite platform, they’re much more likely to share!
10. Don’t forget your formatting!
This is REALLY REALLY important!
For example, if you’re trying to read a long description of an event and decide when and where you want to attend but the writing is in huge blocks of txt with no punctuation and the use of slang and jargon and really really long sentances then it is gunna be really off putting and make it really hard to read and youre gunna loose your audience (specially if you don’t check yr spelling to).
11. Remember, punctuation is there as a guideline for the reader – a comma is half a breath, a full stop a whole breath’s pause. You need to allow your guest to read your text without feeling like they’re running a marathon! There’s nothing wrong with slang and a bit of colourful language IF it fits your brand image and the tone of the event. However, it’s still important that the text is readable, and it looks natural.
12. Take Time to Review What You’ve Written Before You Upload It. Don’t just finish writing and hit done without making sure that you’ve got all your information in and correct! If you can, get someone else to sit and read it – they’ll see what you’ve written rather than what you assume you’ve written, this is a great method for catching double words or incorrect spellings that don’t show up on spell check – such as to instead of too.
Once you’ve got your listing up and fully optimised, your visitors will be able to feel your enthusiasm and see just what they can expect from your event. It will build up the hype and expectations, and as an added bonus – when you’re listing with Party Ace, we share your event across our social media at no charge, and the more information we’ve got to pull from, the more we can share that excitement and awesomeness with our followers!
So, take your time and give it some thought, then you can Ace It!