I know all of you out there are piggybacking on your arts .org’s general marketing message.  You use the same marketing verbiage for each show, get your group discount prices based on the regular ticket prices, and use the same graphics and artwork on your brochure.  Don’t forget that you are not only trying to get people to by tickets; you are trying to form a relationship with a group leader.  This isn’t some one off ticket purchase.  You are going to be communicating with your group leader for weeks and perhaps months until their performance date.  Don’t be afraid to soften your image a bit in your collateral and on your page of the website.  Speak in plain English and use fun vernacular speech.  Why not even include a photo of yourself?  Make your pitch not only compelling but also accessible and friendly.  It will pay off in the long run.

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