How to write an event description that sells

An event description has about two lines to do its job. Someone is scanning a list of twelve things happening on the same night, on a phone, deciding what to open. Everything that matters has to survive that scan, and almost every bad event page fails because it spends its opening on atmosphere instead of information.

Answer four questions immediately

What kind of night is it, who is playing, where is it, and when. If your first two lines do not carry those, rewrite them.

Compare these two openings.

"Get ready for an unforgettable night of music, energy and good vibes as we bring you our biggest event yet."

"Dub techno and ambient in the back room at Kantine, Saturday 14 September, 23:00 to 6:00. Three residents, one guest from Rotterdam."

The second is shorter and tells you everything. The first could be any event on the planet, which is the actual problem: an audience reads it as noise because it is indistinguishable from noise.

Write the music as a fact

People choose nights by sound. Name the genre honestly and specifically. "Techno" is a category. "Dub techno and hypnotic" is information. If your night sits across two things, say both.

The same goes for the room. Capacity, layout, sound system, whether there is a garden, whether it is loud enough to talk over. These are the things people actually want to know and almost nobody writes down.

Put the practical details in the page

Scroll behaviour on event pages is oddly consistent. People read the top, then jump to the bottom for logistics. Give them:

• Door times and last entry.
• Set times if you have them, even approximate.
• Age policy and ID requirements.
• Accessibility: step-free access, accessible toilets, who to contact.
• Door price versus advance price, and whether the door takes cards.
• The door policy in plain words, if you have one.

Every one of these prevents a message you would otherwise have to answer individually, and the accessibility line in particular decides whether some people can come at all.

Write for search without writing for search

A meaningful share of event traffic comes from people typing things like "techno berlin saturday" or "live jazz near me" into a search box. Those searches match text. They cannot match a flyer image, no matter how good the flyer is.

So make sure the page contains, in actual text: the city, the neighbourhood or venue name, the genre, the artist names spelled correctly, the date, and the type of event. Written naturally, that happens automatically. The failure case is a page whose entire content is an image and the words "link in bio".

Name the artists properly

Spell them the way they spell themselves, including the stylings. Artist names are how fans of that artist find the night, how platforms link your event to their profile, and how alerts fire for people who follow them. A misspelled name is an invisible one.

If there is a lineup field separate from the description, fill it in. Structured lineup data is what powers artist pages, recommendations and follower notifications on most platforms, including Dizko.

Cut these

• "Unforgettable", "vibes", "energy", "experience". They describe nothing and they appear on every event page ever written.
• "More info to come." Either you have the information or the page went live too early.
• Walls of emoji. Screen readers read them aloud, one by one.
• All caps paragraphs. Fine for a headline, unreadable for a body.
• "Link in bio." On an event page, the link is right there.

A structure that works every time

1. Two lines: what, who, where, when.
2. A short paragraph on the music and the room, written concretely.
3. The lineup, listed, with any set times you can commit to.
4. Tickets and prices, including the door price.
5. Practical details: times, age, access, address, transport.

Five blocks, no adjectives doing work that facts should be doing.