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Copywriting – writing process...

Journal of Arts Marketing Issue 16 – January 2005 Open to Persuasion The words we use to describe the events we put on are crucial. If you are marketing on a shoestring they are your most important marketing tool. Whether we are writing copy or talking face-to-face with potential attenders, we...
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Copywriting – funny events...

Journal of Arts Marketing Issue 10 – July 2003 Open to Persuasion Game for a laugh One of the biggest issues for venues marketing incoming touring shows is that the images and copy don’t reflect the show accurately. So how do you write copy that reflects a funny show? You could simply tell...
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Copywriting – frequently asked que...

Journal of Arts Marketing Issue 08 – April 2003 Open to Persuasion Frequently asked questions Imagine you’ve got just 20 minutes to answer ten arts marketers’ questions about copywriting. Then imagine doing that three or four times in a row. I enjoyed the round table sessions at both the...
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Copywriting – readability...

Journal of Arts Marketing Issue 07 – October 2002 Open to Persuasion Making ourselves understood We write copy to give people information about the events and activities that our organisations offer, and to persuade them to take action. Unfortunately we don’t always succeed: What I dislike about...
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Copywriting – single minded offers...

Journal of Arts Marketing Issue 06 – July 2002 Open to Persuasion Getting the message across When First Sport say they are ‘First for replica shirts’, we know instantly what they are offering and to whom. When 20th Century Fox ask ‘If you had the opportunity, would you?’, we know what Unfaithful...
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Copywriting – children’s eve...

Journal of Arts Marketing Issue 04 – January 2002 Raspberry & Peaches Writing copy for events aimed at children presents an interesting challenge – who are we talking to, the grownups or the kids? Peaches and Cream… (and not a single rasberry!) A family theatre trip is the result of...
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Copywriting – risky work...

Journal of Arts Marketing Issue 03 – October 2001 Raspberry & Peaches How do you signal to the readers of your season brochure that this event is seriously weird? You want to encourage them to take risks but you’d rather not have half the audience stomping out in a huff. Peaches and cream...
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Copywriting – general examples...

Journal of Arts Marketing Issue 02 – July 2001 Raspberry & Peaches Why do we seem to find it so difficult to persuade people to experience the arts? Could it be that we are not talking to people in the right way? Almost all audience members need straightforward answers to three straightforward...
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Copywriting – contemporary work ex...

Journal of Arts Marketing Issue 01 – April 2001 Raspberry & Peaches Why do we seem to find it so difficult to persuade people to experience the arts? Could it be that we are not talking to people in the right way? Almost all audience members need straightforward answers to three straightforward...