What’s the best way of describing an arts offering?
Successful artists understand the importance of writing a product, service or event description that sells. Follow these straightforward tips and use our ready-made template to gain the interest of prospective patrons and make your offering sound compelling.
- Give your offering an understandable title
You want anyone reading the title of your offering to get enough of a sense of what it is, so that they will want to learn more.
- Be specific and to the point
Explain very concisely what your art represents, and what the performance, exhibition, event or session being promoted looks like. Make your description as specific as possible (while keeping it short), so that the reader will know what to expect. This makes what you are offering more concrete, removes any doubts that might dissuade people from attending, and allows prospective buyers to picture themselves and their companions enjoying the experience. If possible, provide photos and a link to video footage or soundbites showcasing elements of your work that are impactful and directly relevant to this offering.
- Describe the value
Make it easy for your patrons to appreciate and explain the value of your offering to others, so that they will be happy to ask their friends to join them. Refer to its scarcity, quote from reviews and customer testimonials, and highlight any social mission that it relates to.
- Write from your reader’s point of view
Phrase your offering in such a way that the wording describes what the buyer will receive as opposed to what you offer. This technique, which avoids the common pitfall of the producer’s perspective, can also help patrons envision themselves taking part in the experience.
- Talk to your target audience in “non-arts language”
Unless you are targeting e.g. presenters or universities, avoid the use of jargon, since it creates barriers for people who are not experts in your field.
- Break up the text visually and make it easy to read
Consider using headings and bolding to highlight key points, and bullets to list the offering’s main components. Limit the number of type elements.
- Include a call to action
Tell the reader a simple, clear action that they should take to book your offering, e.g. “Get your tickets now by emailing email@example.com”.
Our ready-made template provides a structure and layout, including our tips, for putting together a compelling product, service or event description in no time.
Our example service description applies our best practice guidance to the specific case of a coaching workshop for actors.
Once you have finished the description of your arts offering, and another person has confirmed that it sounds exciting and encourages people to make a purchase, remember to make it easily shareable: put it on your website and publish it on a booking site like GoSeeDo.org. Then tell your fans about it (more than once) and ask them to share it with their friends.
Get started now and write your own offering descriptions that sell!