Writing copy

• before you start writing, decide:
• who are you talking to?
• what are they like?
• what are they interested in?
• what is an appropriate tone of voice to use?
• make a list of selling points and benefits. Imagine that you are face to face with someone from the target audience. What would you say to them to persuade them to see your event?
• start to jot down ideas. Concentrate on communicating the most important benefit and then back it up with facts. Think what you want to say, then say it as simply as possible
• avoid hype - explain why your show is 'highly-acclaimed' and by who; how is it 'exciting' or 'hilarious'? Avoid jargon - what do 'new work', 'burlesque', 'multimedia' or 'physical theatre' mean in terms of the audience's experience of the event?
• don't use the first ideas that spring to mind. Leave your draft overnight - or even for a few days
• test your copy. First of all try it out on your colleagues who will spot the obvious mistakes. Then show it to people from the target audience