It’s all “me-me-me.”
The new audiences arts fundraisers and marketers say they want do not connect with org-centric copy.
If you want me to consider attending your event, make it about ME.
- What problems do I need help solving?
- How does your event help me address those problems?
- What’s the risk to me if I don’t solve my problem with your event?
Instead of:
“[Insert quote about the importance of the show from an online source], [insert description of production, making it as theoretical as possible], [if musical, insert a few song titles], [play/musical name]…leads them down a path of discovery and healing.”
How about:
“How long has it been since you treated yourself to a date night (or girls’/boys’ night out)? [Name of event] not only will provide the perfect night away, cuddling in the dark, but also promises to awe you with [x, y, z]. Let [org name/show name] help put the spark back in your relationship. We have great seats at prices that still allow for a post-show nightcap.”
The above is not perfect, but do you see the shift? Stop making it about you. Make it about the audience you are inviting.
Bonus tip: this probably needs to have several versions, distinct for the differing needs of a diverse community and potential audience base.
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#copywriting, #arts, #nonprofit, #itsnotaboutyou