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One of the biggest mistakes that you can make as an event producer is not putting effort into your event listing. This can really be a make or break factor to getting someone to purchase a ticket to your event. While this can seem like a pretty heavy task, it doesn’t have to be too complicated. So what’s really important to include in your listing, and what’s better to just leave out? Let’s talk about how you can write the perfect event listing that drives clicks and ticket sales.

Don’t Overlook the Basics

It can seem easy to breeze over your event title, but there are few key things that you can do to optimize this to get more people to click on your listing. The name of your event should be short, catchy, and easily draw people's attention. Leave out the filler words and focus on creating a powerful title so potential guests are compelled to click on your listing and read more. Remember that even if you have the most perfect description, if people aren’t clicking on your listing in the first place, they aren’t seeing it.


Speaking of descriptions, treat it as a teaser for your event, not a transcript. Keep it easy to read with short sentences, simple words, and plenty of paragraph breaks. Here’s a checklist of crucial information you should include:

  • Date
  • Time
  • Location
  • Ticket price
  • Cancellation and refund policy
  • Where to park / how to get there
  • FAQ section

Along with these details, sprinkle in some exciting information that leverages FOMO to give potential attendees something to look forward to. Show a fun recap of the last event, include quotes from past attendees, offer a sneak peek of the upcoming speaker lineup, or show video clips of standout moments from a recent event.


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Small Details Matter

While some of the small details can be tedious to write into your event listing, it goes a long way for your audience to include them. It’s best to diffuse worries wherever possible to prevent issues arising later on. So mention the schedule for your event, and clarify any restrictions imposed on certain things (ex: alcohol) or age groups. Professionalism should always be top of mind, so don’t forget to also give your listing a few rounds of editing and double check for any typos.


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Images Tell the Story

Don’t make your choice of imagery an afterthought. Having captivating images sets a good impression in the mind of your potential guest and is one of the most important ways that you can stand out from a sea of other listings. What kind of experience are you aiming to create? That story should be conveyed in your images. Use a money shot from one of your previous events, or even your businesses' logo if it's a cool one. Stock photos are OK too, but be careful, as these should be used as a last resort because other events might be using the same ones. 


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Use Tags for Easier Navigation

Passage allows ticket purchasers to search for events not only by name, venue, or location, but also by tags. This helps simplify their search results by filtering events by interest. We have tags for just about everything. Add as many that are applicable to your event! For example, if you’re hosting a night at a comedy club you can add tags like “comedy,” “improv,” “sketches,” “standup,” and “nightlife.” You can even add tags that describe some of the amenities or specific needs guests may have if applicable to your event, like “wheelchair accessible,” “animals welcome,” or “family friendly.”


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Wrapping Up

It’s crucial that you set the stage with the right tone as your event listing is often the first point of contact for potential guests. Following these steps will help put you on the right path to hosting a successful event. Ready to create your own event page? Schedule a demo with one of our event experts to get started, and find more details about different ticket types you can offer for your event here.

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