Marketing & Promotion

Marketing isn’t shouting. It’s matching a clear promise to the right people, at the right time, in the right places — consistently.

For Growth Marketers: Track UTM links and verify conversions — but keep the funnel humane. If it hurts trust, it hurts growth.

The One‑Line Promise (Make It Obvious)

• Formula: In X time, you’ll learn/do/experience Y, even if Z.
• Examples:
  • “In 90 minutes, learn latte art you can brag about — even with a $40 home machine.”
  • “A 2‑hour pasta workshop where you leave with dinner and confidence.”

Audience Map (Micro‑Target Beats Spray‑and‑Pray)

• Who exactly shows up? Name their niche and the outcome they care about.
• Where do they already hang out? Pick 1–2 channels you can do well. Ignore the rest.

For Shoestring Planners: You don’t need “social everywhere.” One inbox + one social + one partner can sell out 20 seats.

10‑Day Launch Sprint (Copy/Paste)

• T‑10: Publish the page and announce to your list (or friends). Add UTM links.
• T‑9: Post 1 helpful tip related to your event topic (no sell). Invite replies.
• T‑7: Partner swap: short blurb + image for their audience; reciprocate.
• T‑6: Social proof: a past quote, a behind‑the‑scenes prep.
• T‑5: Value post: “What you’ll leave with.”
• T‑3: Reminder email #2 with 3 bullets + 1 CTA.
• T‑2: Short video/reel: 20–30s teaser, add date/price overlay.
• T‑1: “Last seats” email + social. Cap urgency at truth.
• Day‑of (AM): Logistics email with calendar link; social story with final CTA.

Email Sequence (Subjects + Copy Beats)

1. Invite: Subject: “We’re doing X — you in?” Body: promise, who it’s for, what’s included, price, CTA.
2. Story/Social Proof: Subject: “What people said last time.” Body: 1–2 quotes, behind‑the‑scenes photo.
3. Reminder: Subject: “3 reasons to join us next week.” Body: bullets + FAQ (refunds, access, what to bring).
4. Last‑Chance: Subject: “Last seats (then we close).” Body: clear deadline, no spammy pressure.
5. Day‑Of Details: Subject: “Today: doors at 6:45 — here’s everything.” Body: address/zoom link, parking, what to bring.

Social Kit (Do Less, Better)

• Weekly cadence: 3 helpful posts, 2 behind‑the‑scenes, 1 clear CTA.
• Content ideas: mini‑lesson; gear peek; a short attendee story; a 20s “what to expect.”
• Reels/TikTok: hook in 2 seconds, single idea, on‑screen text with date/price.

Partners & Collabs (Free Reach, Real Trust)

• Make it easy: a 2–3 sentence blurb, a square image, a tracking link.
• Who: aligned creators, venues, local shops, newsletters.
• Offer value: a comp seat, revenue share on supporter tier, or a future co‑host.

Listings & Communities (Local Wins)

• Post to local calendars, community groups, and niche forums.
• Be helpful, not spammy. Share the promise and who it’s for.

Budget Ladder (Zero → Small Spend)

• $0: personal outreach, partners, communities, email, organic social.
• $25–$100: light boosts on your strongest post; cap daily budget; retarget site visitors.
• $100–$300: test one channel with clear UTMs; kill what doesn’t convert in 48–72h.

Measurement & Attribution (Keep It Human)

• UTMs: ?utm_source=partner&utm_medium=email&utm_campaign=pasta_may
• Track: page views, add‑to‑calendar clicks, ticket conversions, refund rate.
• Post‑event: ask “Where did you hear about this?” and tag manually.

For Indie Producers: Your vibe sells. Use custom branding on the ticket page and keep the imagery consistent across posts and emails.

Page & Checkout Tweaks That Move Sales

• Put the promise and “What you’ll leave with” above the fold.
• One simple price (add Supporter if you like). Clear refund policy.
• Fewer fields at checkout. Mobile‑first. Add calendar button post‑purchase.
• Related guide: Ticketing & Sales

Quick Checklist

• [ ] One‑line promise and audience defined
• [ ] 10‑day launch plan scheduled
• [ ] Email sequence drafted with subject lines
• [ ] Partner blurb + image + UTM link created
• [ ] Social content kit staged (6 posts)
• [ ] Tracking set up; page and checkout simplified

Common Pitfalls

• Hopscotching across 5 channels badly instead of 1–2 well.
• Last‑minute “we’re live!” with no runway.
• Hiding the price and refund policy. Transparency converts.

Where to Next

• New to this? Start at Getting Started: Foundations
• Pricing or checkout questions? Read Ticketing & Sales
• Want tools/templates? See Resources & Tools