Victoria Fringe Artists 2015

 The Fringe Program Guide is your primary sales tool at the Fringe, so it pays to lavish attention on choosing the perfect 60 words to promote your show. Think of newspaper movie listings or TV guide, and how they describe a feature film in just a few words. The Fringe Guide is kind of like this.

Keep in mind that the reader is looking at the guide to decide what shows to see. On average, Fringe-goers attend only four of 50 shows on offer. They are usually scanning show descriptions rather than reading the whole guide, maybe circling a dozen or so to check out, and they will make a judgment based on your opening few words if this is the kind of show they'll be interested in.

Your audience wants more than anything to know what your show is about, and what kind of experience they'll have at your show. Think about what would sell YOU on seeing your show. What is it about? What kind of experience is it? Who should see it?

Here's a good show description from Seattle company Wonder, for their show Cherry Cherry Lemon:

A twist of fate brings together an awkward woman and a party girl. Their friendship develops through erotic stories about love, sex and how one doesn't always mean the other. Accompanied by live solo guitar. "One of the best shows at this year's fringe!" -Minneapolis Star Tribune "Precise and priceless performances" (5 Stars!) --Edmonton Journal "...So beautiful, wise and hilarious, it may as well be the first time the story is ever told..."-The Stranger

That's a good balance of information and credentials that tells the audience a lot about what the experience will be like. Here's another kind of show description - for The Power of Ignorance by Chris Gibbs - that uses the show's own "voice" to convey information about both the format and comedy style of the show:

If you don't know who you are, you can be anyone you want to. Join Vaguen, master of ignorance and motivational speaker ordinaire, and learn how to stop thinking and start living! "One of the funniest shows I've seen in years. Cleverly written and beautifully performed, The Power of Ignorance is satirical comedy at its finest." 5 Stars - Times Colonist.

The great review quotes never hurt if you have them, but don’t sacrifice your entire 60 words to reviews unless you’re already well-known here. If you don't have any reviews yet, don't worry - there will be lots of other people in the same boat. Although it is tempting, avoid reviewing yourself (“If you see one show in your life, this is it!”;). This kind of hyperbole usually backfires. Likewise for phony reviews from your mom, roommate, or ex. It might seem funny to you now, but when you see it in print, perhaps less so.

A FEW FINAL TIPS:

If your show has a clear appeal to a segment of our audience (a murder mystery, a political play, a family show, a show with live music, or a play that deals with seniors or gay issues, for example), use this to your advantage and aim your description at your target audience.

If you have a website, definitely include the URL. We will link directly to it from your show description on the website and include it in the print guide.

Finally, if this is your first time on the Fringe, it's a good idea share your description with others before you send it in, and get feedback. What might seem obvious to you from the inside can be vague or confusing to a reader. Read it out loud - does it hook you right at the start?

If you’d like to look at more examples of show descriptions, see last year’s archived fringe website. Which descriptions "work" to make you want to see the show?