First off, you might be wondering what "copy" is exactly. Also refereed to as "Ad Copy" it is any set of words used to sell something, usually in print. If you plan on having any promo material or a website for yourself or your show, you will need to write some copy.

Where to Start

Well that depends on what it is you are selling; is it yourself? Or a specific show? Either way you'll need to describe what it is you are offering in an inciting way. Good copy is tantamount to a type of marketing seduction. Don't panic, there are some tricks to can employ to up your game and increases your chances of success. The following is a short list of some of the most powerful buzzwords in show biz.

Amazing
His amazing stage presence...

Extraordinary
The extraordinary is possible when you...

International
Returning from her international tour...

Powerful
A powerful performance that will leave your guests breathless...

Remarkable
A remarkable talent for gathering a crowd...

Solution
Consider us your entertainment solution...

Experience
Years of experience in front of all kinds of audiences...

Interactive
An interactive performance that...

High Impact
WIth high impact illusions and...

Versatile
A versatile entertainer...

Award Winning
This award winning fire performer is...

Accolade
With his long list of accolades...

Guarantee
You are guarantied to walk away with a smile on your face and...

Explain Yourself

When you make a statement it's important to try to justify or explain it. For example "An amazing performance" is less convincing that "An amazing performance crafted over years of touring". Don't expect them to believe everything you say. Offering small proves where you can will make your claims easier to digest.

Refer to The Reader

Pick up any magazine and flip through the ads. What is the most commonly used word? "You"

Referring to the client is a great way to draw them in and away from any distractions you might be competing with whenever or where-ever they happen to be looking at your promo. Sentences like, "Your won't believe your eyes' and "We can help you find a solution that works for you" cover the topic of interest most appealing to all people, themselves.

Keep it Simple and Easy

It is important to keep your write-ups short ad sweet. Despite cramming in those fifty cent words it still needs to flow and feel concise. Keep in mind most people will only skim your copy anyway. If you want people to absorb the most important information, don't surround it by the tedious and unnecessary. The best trick for concise copy is to write it out "long form" which means with all the details and minimal editing. Then go back and see if you can take out anything that is repetitive, redundant or otherwise unnecessary. Be ruthless when distilling your writing, this takes patience so take your time.

Bonus Tip

I find a small challenges when writing copy for entertainment related businesses is trying to find new way to refer to the subject at hand, the show. Here are some helpful synonyms for referring to your show:
Show, Performance, Act, Production, Spectacle, or Set

Images and video are wonderful promotional tools, however a well written intro paragraph or description can be a more powerful tool for wining over that potential client. It's worth the headache and time to get it right. Good luck.

-Carisa Hendrix

Originally posted on Firepidia