Calling, Clipping, Culling



  1. Make sure you actually have a call to action: people will not take time to figure out what you want them to do. Be explicit and be clear. Tell them how to order, tell them what they will get, and tell them they have to do it right now.
    • Make sure you place the call to action front and centre. The louder and clearer the message, the more likely your ticket buyers will heed its call.
  2. Give clear instructions with limited options: narrow the options to help your customers focus and to reduce the confusion.
    • More than one performance or production to promote? It's not easy, but consider focussing on just one.
  3. Present limitations: tell your ticket buyers the offer is time limited, quantities are limited, or first-come first-served. Give a sense of urgency, so people feel now is the time for action.
  4. Offer a bonus: provide a special incentive and connect this to your limited offer.
  5. Make sure your message is appropriate to your purpose: know what you are trying to accomplish and design your offer around that goal. Want to connect with first-time buyers? Go in with a low offer to get them in the door. Want to up-sell? Promote something higher end, such as seat or subscription upgrades.
  6. Give your patrons piece of mind: Let them know they can cancel, return, or opt out. Reduce their risk and give them a sense of protection.
    • Some theatres have had a lot of success with ‘money back guarantee’ offers.

The Takeaway

You probably know all of this, but the point is to make sure you are actuallyapplying these simple tried-and-true rules. Consider your copy and your design with a critical, objective eye. Have a friend read your piece and ask him or her to tell you what are the top two or three points you are trying to make.

Credit: from a list compiled by Craig Simpson for Entrepreneur (link).


The online use of coupons has nearly doubled in the past three years and entertainment ranks among the most popular searches. Here are 10 reasons you just might want to consider adding coupons to your arsenal of marketing tools.

  1. 92% of consumers used coupons in 2013 (up from 63.6% in 2007).
  2. Nearly 80% of consumers say they regularly use coupons.
  3. 91% of those who redeem coupons say they will visit the retailer again after using a coupon.
  4. Men actually use coupons more often then women.
  5. 72% of those using coupons are between the ages of 18 and 40.
  6. 43% of consumers consider discounts of 25% or less to be a “good deal”.
  7. 71% of consumers will search online for a coupon after hearing about it on social media.
  8. 67% of consumers will ‘like’ a Facebook page to obtain a 25% or more savings.
  9. 93% of coupon users say they are vey likely to use coupons they receive via email.
  10. 40% of consumers share email deals via email to their friends.

The Takeaway

The public is clearly primed for coupons. Rather than offering your standard discounts and 2-fers, coupons could be an excellent way to introduce new people to your productions. There is a good chance you will find more men are buying tickets,  and people under 40 are attending your performances. Plus, there is a really good change you will generate more social media buzz. Definitely something worth considering for your next marketing campaign.

Credit: These statistics and more were compiled by Vouchercloud. An infographic can be found here.


Avoid words that lack strength and action, such as may, maybe, hope, wish, try, but, could, perhaps, strive,  just, really, very, perhaps, amazing, and literally.

Instead, use words that will inspire your audience to feel your excitement for the your next production.

The Takeaway

It's not what you are writing, as much as it is what your audience is reading. Remember to be concise and accurate, and always inspire and excite.

While we are at it, perhaps we should be using more imaginative descriptions than the usual grandiose and much overused phrases, such as "one of the world's best" and "world class".

Source ideas from Entrepreneur (link and link)