Writing guidelines for program descriptions and presenter bios:

PROGRAM DESCRIPTIONS

For the catalog, program descriptions should be about five sentences and 120 words in length. (About 700 characters. For programs with multiple presenters, this will need to be on the shorter side.) Expanded versions of the descriptions can be posted on the website and even include bullet points if you would like to delineate retreat objectives.

Below is a general outline to help structure the program descriptions. This can be used loosely so as not be too formulaic. Marketing will adjust your program description and bio to match Shambhala Mountain Center’s editorial tone.

  • First sentence: The call to action. This sentence often begins with words like explore, discover, join, reconnect, relax, or cultivate.*
  • Second sentence: Going further into the theme. This sentence expands on why this program is exploring a particular topic.
  • Third sentence: What to expect at the retreat. This sentence describes the nuts and bolts of the program by listing the types of practices and activities that will be taking place. Ex: “During this enriching weekend, we will…”
  • Fourth sentence: Further expanding on the nuts and bolts and establishing legitimacy. Where are these practices coming from? What is the wisdom tradition or discipline?
  • Final sentence: End on a bang. This is the takeaway for participants. What will they be gaining and bringing home from their experience at this program?

*Variation on the first sentence: Start with inspiration. This sentence would open with a piece of wisdom from an established tradition. Ex: “There’s a Buddhist belief that a genuinely loving relationship is the practice for which all other practices are preparation.”

BIOS

For the catalog, presenter bios should only be about 75 words in length (about 350 characters) and focus on qualification. If you feel inspired to include personal information (hobbies, home life, likes and so forth), this should be about one sentence in length. For programs with multiple presenters, catalog bios will need to be closer to 250 characters.

Bios can also be slightly expanded on the website but no individual bio should be longer than the program description.