Choosing the message

Imagine that you are talking face-to-face with someone from your target group to persuade them to do whatever it is you want. You are more likely to succeed if you see things from their point of view.

Talk about benefits - reasons why someone will want to see your work you - not just the facts about what you offer.

Here are some examples:

fact	benefit
'We involve young people'	'Young people become more confident and self-motivated when they get involved in our work.'
'City centre location'	'We're easy to get to, with the railway station only a five minute walk away - so you won't miss your last train.'

For each target market, pick the aspect of the experience you are offering that is most important to them. Then pick three or four other benefits that will also be persuasive.

Now decide exactly what action you want your target group to take. You may want them to ring the box office to buy a ticket, or, if they are a teacher or group booker, to contact someone to discuss their needs. You might want them to look at the company or venue's website to find out more about the show. Tell them clearly what you want them to do. Check that they have enough information to take that action.