Choir Web DesignWe Craft Your Place
Why you’re not selling as many concert tickets as you should (and the Christmas trick that fixes it)
If your concert is strong but tickets aren’t moving, it’s usually the same reason: your header isn’t doing its job in the first 3 seconds. At Choir Web Design we recommend you read Marketing Made Simple by Donald Miller. Here’s why, and how to apply it today.
Methodology derived from:
Marketing Made Simple – Donald Miller
Building a StoryBrand – Donald Miller
Your header must sell in 5 seconds
Miller’s point is simple: your website is not a brochure, it’s a decision tool. If the message at the top is vague, the brain does the most efficient thing: it leaves.
The practical structure
Banner + slogan + call-to-action button
Your slogan (one-liner) must be brutally clear
What you offer + who it’s for + what outcome they get.
Bad vs. good (and why)
The common mistake: a beautiful message that can’t guide a decision. The fix: surgical clarity and an obvious action.
“We celebrate music and community in our Christmas Gala. An unforgettable evening to share.”
Button: “Learn more”
“Live Christmas Concert”
Carols, film music, and a night of real emotion for families and choir lovers. Dec 19, 8:00 PM. Limited seats.
Button: Buy tickets
- ❌ It doesn’t say what the experience actually is.
- ❌ It doesn’t define who it’s for.
- ❌ It doesn’t reduce friction: date, time, context, and urgency are vague.
- ❌ The “Learn more” button is a soft exit: it delays the decision.
“Come to [CONCERT NAME]: a night of [EXPERIENCE] for [AUDIENCE]. You’ll leave with [EMOTIONAL OUTCOME]. [DATE, TIME] at [VENUE].”
Sell the entire year as one pack
Christmas changes buying psychology: people are in gift mode, they want a deal, and they’re more willing to buy ahead. Instead of selling one concert at a time, you sell the whole season.
The trigger line
“Did you know you can buy every ticket for the year for a fraction of what they cost separately?”
Suggested names: Christmas Pack, Season Pass, or Annual Bundle.
- ➜ Anchoring: show the total buying separately vs. the pack price.
- ➜ Low friction: one purchase, one link, one button.
- ➜ Real scarcity: limited seats or a sales window until year-end.
- ➜ Cheap bonus: early access, better seating, digital program, backstage.
Choir Web Design
We Craft Your Place
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