When writing your event description, there are many pitfalls you can fall into. To help you avoid them, this blog post provides ten tips for creating a professional, engaging event description that excites readers and encourages ticket purchases.
What It’s About
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Describe the Artists
If multiple artists are performing, mention all names or band names and include a short description for each. This gives ticket buyers the chance to learn more about your event and the performers, helping them form a clear picture of what to expect. Additionally, this increases the likelihood that your event will appear in search engines (Google, etc.) when fans search for their favorite artists. Also refer to our further information on search engine optimization (SEO).
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Embed Videos
Enhance your event description with videos whenever possible. Suitable options include music videos from the artists or recap videos if your event has taken place in a similar format before. This allows customers to get a preview of the event.
Here you can find a guide on how to embed videos in your event description.
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Offer Additional Information for Download
If appropriate, link to files that ticket buyers can download, such as the line-up/timetable, a flyer with further event details, a packing list, or a site map. This helps them plan in advance, for example, knowing when and where each band plays and what additional offerings are available. Learn more in this detailed guide.
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Choose an Appealing Layout
Use different formatting options to highlight information (bold, underline, italics) and organize content with paragraphs to make it more readable. Ticket buyers prefer several short paragraphs rather than a long block of text.
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Use Testimonials or Press Mentions
If previous attendees left positive comments or if a newspaper covered one of your events, link or quote them in your event description. This builds trust and creates a positive impression for prospective buyers.
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Pay Attention to Spelling and Quality
Take your time and ensure your description is free of spelling mistakes and is of high quality. This creates a good first impression and appears professional. Have a colleague review it—using the four-eyes principle can easily catch many errors.
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Create a Sense of Scarcity
Encourage ticket purchases by offering different ticket categories, such as Early Bird tickets, and limit the number of discounted tickets. Highlight in your description that prices increase over time to create urgency and motivate immediate purchases. In practice, this could look like:
Early Bird Ticket CHF 45 Sold Out!
Phase 1 Ticket CHF 48 Sold Out!
Phase 3 Ticket CHF 55 Available
Phase 4 Ticket CHF 60 Available
Additional tips on how to boost your ticket sales using sales psychology can be found here.
Learn how to generate more revenue with different ticket categories here.
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Promote Other Events
If you organize additional events, mention and link them in your description as well. This is a cost-free way to maximize the value of each visit to your event page. You can also make use of cross-selling functionality if available.
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Use Links and Backlinks
Link to the venue, the artists, and, if available, your website. This allows prospective buyers to gather all relevant information. Don’t forget to include a link to ticket sales or embed the pre-sale directly on your website. Options and instructions can be found here.
Note: Links and backlinks also improve your ranking in search engines like Google, which can help you sell more tickets.
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Write for Your Target Audience
Use language that is appropriate for your target audience. For a party or festival aimed at younger people, you can write in a more casual style. For events targeting an older audience, a more sophisticated tone may be appropriate.
Conclusion
A detailed and well-crafted event description is a key factor in motivating ticket buyers who have visited your event page to complete their purchase. We hope these tips help you with your writing and wish you much success!
If you need support with pre-sales for your event or have questions about event planning or organization, we’re here to help.
Contact us at marketing@ticketino.com or schedule a phone appointment. We look forward to supporting you with your upcoming events!
