Hi Everyone,

I'm new to this forum and the world of copywriting. Today, my boss returned my copy with red ink all over and asked me to "try again." He said it needed to be more engaging and compelling. Well, I am writing a brief paragraph--no more than 60 words--to describe an opera using narrative style prose. The headline is the opera title, with the composer below it, with the cast and crew, performance dates and sponsors listed. But the description didn't make the cut.

In selling the arts, and in particular the unique form of opera, what may be some key attention grabbing words to compel people to buy? I've been researching Opera News and other opera house websites to see what others have done, but they are not too far from what I've written. So I'm quite stumped at the moment. I'm interested in hearing from you to see what your opinions are on this topic.

Much appreciated,
Sleepless NT

In general, what you want to do is find out what people like about the product, in this case the opera. Have a fan describe how they would describe the performance in question. Another approach is to figure out who you are writing for.

Let's say the organization wants to boost sales for people who don't have season tickets. You they have the job of trying to engage people without much knowledge of opera. Again, you may find talking to those new to opera helpful.

For the opera newbie, that the opera is performed in English may be a deciding factor. Unfortunately, what sells tickets may have nothing to do with what your boss thinks will sell tickets. Very often, where the product has 'snob appeal,' image trumps pure results. Effective copy gets suffocated under the effete snob sensibilities of people who 'know what works.'

Unfortunately, knowing becomes a stumbling block to unlearning where customers were and where anticipating where customers are heading is the difference between breakeven and putting money in your pocket.

-- Which operas are best to introduce a teen, newbie to?
-- Complete the sentence "I though opera wasn't for me until I saw __________"
-- Which operas have lush set design, great costumes, duels/action?
-- Is there something about *this performance* -- the cast, the conductor, that makes the performance a must see event?

In general, studying the customer is the best, least-used copywriting technique. It cuts through all the assumptions and preconceptions about what the customer wants to find out what they really want. It takes minutes to call a few people and simply converse. ...Don't "survey." ....Don't interrogate.

Hello NT:

Check this out:

"Since Mozart died writing a Requiem, there really cannot be any other possible way to end the Mostly Mozart Festival apart from the doom and gloom of death

Thus, the Mozart Requiem came to be the highlight of the evening, but before that, the Academy of St Martin in the Fields, under the baton of conductor Douglas Boyd, presented Haydn's Symphony No. 44 in E minor Trauer ('Mourning').

Rarely have I heard an orchestra play as such a cohesive unit before, and the intense energy in the strings set the expectations for the evening."


The above is an excerpt from a recent review of the opera Mozart Requiem.

My advice would be to study opera reviews, to get a feel for how they're written.

Dale King

While the above advice is all good, there's also the possibility that the copy is fine, and your boss is just a frustrated writer who felt the need to pee all over your writing to mark his territory.

If it's only a brief paragraph, why don't you post it here so we can read it?

This copy is for the back of postcard mailer: Front has opera photo image, opera name, composer, season, etc., and a call out of "7 Performances Only!" and a small blurb below the opera name:

An operatic hit parade of arias and ensembles form the great composer of La Traviata and Aida.

On the back, one side is addressing label and the other has more detail info on opera such as cast, dates/times, sponsors, Sung in xxx language with English Supertitles. And here is the copy on the opera:

Embittered about his deformity, the hunch-backed court jester Rigoletto has only one joy in life, his daughter Gilda. When he learns that his playboy boss is after Gilda, Rigoletto pursues revenge and triggers a series of events that lead to a tragic end. See why this brooding masterpiece is among the favorites of opera fans.

As the tragic hunchback, XXX XXX is a "worthy successor to legendary interpreters of the role" (The London Telegraph). [small headshot of artist]


Thanks in advance for any feedback!
NT

The target audience is non-subscribers, single-ticket buyers, new to opera, and those who may be on the fence.

Thanks.

This is your chance to see...
The Masterpiece They Tried To Ban*

Verdi's masterpiece Rigoletto, banned for decades in France, is an ideal introduction for the aspiring opera goer.

The hunch-backed court jester Rigoletto has only one joy in life, his daughter Gilda. His master, the immoral and promiscuous Duke of Mantua is renowned for his roving eye. When he learns the Duke is after Gilda, Rigoletto pursues a dramatic revenge. You'll see why this brooding masterpiece is a favorite of seasoned and new opera-goers alike.

(*Caution: Mature and violent themes, partial nudity)


Note: Keep the callout "7 Performances Only!" The partial nudity is based on the scantily clad costuming some performances use -- but you get the idea. Also, the Met does recommend this opera for new opera goers.

Although I think it was the original Victor Hugo play that was banned in France, not Verdi's opera.

I've done all of two minutes of research, which is all you get. Feel free to disregard this approach.

If you are selling a particular opera, I say sit down, watch it all. Schwartz read the books he sold two or three times before he wrote the copy.

Find out what effect it had on the audience. What they loved the most. Find the scene that says it all.

If you only got a paragraph... don't try to give an overview of the play.

You're better off with a few rich details, than a lot vague overviews and nausating adjectives.

Hope that helps.

John