Choir Web Design
We Craft Your Place
Choral Management Series
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
PRINCIPLE #1
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.
EXAMPLE
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.
Confusing header (bad)
"We celebrate music and community in our Christmas Gala. An unforgettable evening to share."
Button: "Learn more"
Converting header (good)
"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
Why the bad example doesn’t sell
- ❌ 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.
Copy-paste template
"Come to [CONCERT NAME]: a night of [EXPERIENCE] for [AUDIENCE]. You’ll leave with [EMOTIONAL OUTCOME]. [DATE, TIME] at [VENUE]."
CHRISTMAS TRICK
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.
How to structure it so it works
- ➜ 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.
Your next season can be sold before New Year’s
At Choir Web Design we’ve built a Christmas package with discounts so you can have these ideas (and more) implemented on your website, with conversion-ready copy, structure, and buttons.
What the Christmas Package includes (example)
- ✅ New header: banner + one-liner + CTA (ticket-ready)
- ✅ Christmas Pack landing page: anchoring, urgency, and a clear checkout path
- ✅ “Bad vs good” copy tailored to your choir (so you can repeat the system)
- ✅ Buttons, sections, and structure designed to push action
Note: we adapt this to your real season, your audience, and your ticketing platform.
Choir Web Design
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