As told by Event Promotions Lead, Sarah

Looking at event descriptions all day long, there’s one large mistake I see event organizers making again and again: not posting the awesome little details that make their event compelling. With so many events going on any given night, one little detail can make or break a ticket sale. These same details make your event interesting to both press and new audiences. So how do you know which details to post?

Here’s a good example of the difference a few details can make. If you’re looking for something to do on a Friday night, which of these events are you more likely to go to? One with this description:

Or one with this description:

Guess what? They’re the same event.

Often event producers, already knowing how awesome their event is, will forget that ticket buyers don’t know the same details: what band is playing, what kind of music, what activities will happen, or what’s included in the admission price. A few key details can be what sells your event—and you don’t even have to have a creative writing background to make them sound nice!

Having trouble figuring out which details are important? Brainstorm your event description with the five Ws:

What is this event, what does it entail, and what activities will happen there?

Who will be there, or who should attend.

Where doesn’t just refer to the physical address of the event, but the space itself. What’s cool about the venue? It doesn’t have to be a roller disco to be awesome—referencing your venue can be as simple as throwing in mention that the venue is historic, or that it has a patio.

When is the event happening? Is there a separate door and show time? Is this to commemorate a special event?

Why is the event happening? This is perhaps the most important of all. Is this to celebrate something? To benefit a charity? Because the bands are awesome and you want everyone to have a good time?

By double-checking all the Ws before you publish your event enables you to tap into audience bases you didn’t even know were there. Try it and see!

Want one-on-one help improving your event description? 
Call our Event Promotions department at (800) 838-3006 (option 5). We can go over your event specifically and help you improve your posting.

Need help editing your existing event posting?Please call our Client Services department at (800) 838-3006 (option 3). Our team is standing by 24/7 to help with all your technical and account questions.

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