Your event is unique. So unique, in fact, that it seems impossible to briefly describe everything awesome about it in your event description. Yet this is a skill you need to effectively market your niche event online.

To create the perfect description for your unique event — whether a laughter yoga class, period-accurate Regency tea party, or Lost Generation author’s pub crawl — you need to hook your audience. And it all starts by using your event description as a place to get people interested in your event — not as a tell-all.

Here are three easy ways to craft a compelling description for your one-of-a-kind event.

Your event description is a place to get people interested in your event — not a tell-all.

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Step #1: Make it easy to read your description

When you sell tickets to an event, you’re asking attendees for two of the most precious things they have to give: their money and their time. So you need to capture what makes your Paleo Chili Cook-Off and Crossfit event worth the trade in as little space possible.

With an unusual event like yours, you might feel compelled to describe every element in several long sentences — or, worse, paragraphs. Don’t fall into the trap of giving the whole backstory. Instead, organize your writing and make sure it’s skimmable by using an outline.

Three best practices to keep in mind as you write your description:

  1. Break up copy into sections with headers
  2. Use bullet points to call out important benefits or information
  3. Copy and paste your event description into the free Hemingway App for a gut check on how easy it is to read (lower grade levels are better)

Pro tip: For more event copywriting tips and pointers, download our Ultimate Guide to Copywriting for Events.

Step #2: Paint your unique picture

Your feminist paint party might draw a crowd, but describing that kind of event in just a few words isn’t easy, either.

Pictures let people actually see what it’d be like to attend your niche event, which is why they’re a powerful way to keep people interested and persuade them to buy tickets. Strong visuals also help potential attendees quickly understand the what, why, and where of your event.

Three ways to paint a picture of your niche event:

  1. Provide links to YouTube videos or Instagram photos of your last event.
    Your last Tarot and Ouija Night was a huge success! Run with it by sharing the spookiest or most meaningful readings from the evening on Instagram or YouTube.
  2. Showcase photos from the perspective of your attendees.
    Your Tarot and Ouija Night attendees took lots of great photos and shared them on social media, so re-post them! And don’t forget to take pics of the room and tarot decks before people arrive to share on your social accounts.
  3. Add attendee testimonials highlighting their enjoyment of your event.
    Many customers refer to social proof before making purchases, so curate a collection of quotes from past attendees on why they loved your Tarot Night to sway future attendees to buy.

Step #3: Add FAQ to your event description

Your event does need a little extra explaining, which is where a solid FAQ section comes into play. If you don’t answer people’s most pressing questions upfront, they might not register or buy tickets.

FAQs will vary from event to event, but as an example, here are a few questions you’d want to answer if you were hosting a paint party:

  • What’s included in the price?
  • Can I reserve seats for my friends so we can sit together?
  • What should I wear to a session?
  • Can I bring a non-painting guest to watch me while I paint?
  • Can children attend?
  • What’s your cancellation policy?

Pro tip: The words in your event description can increase the odds that interested people will find your niche event through search engines like Google. Check out this SEO cheat sheet for a list of ideas to help boost your rankings!

Build out your marketing strategy

When it comes to your event’s bottom line, you need to secure attendees. And for your event description to help you sell tickets, you need a solid strategy to get people to land on your registration page and read it.

The right marketing can make all the difference between a full house and an empty venue — or the difference between profit and loss. Learn how to drive ticket sales in Find Your Tribe: Your Guide to Marketing Niche Events.