It should show actual clips of the performance
The performer should give some context, if possible, about the show
Some good pull quotes are a good idea
The whole thing should be short and of high quality
Basically, it should give a good idea of hat an audience member can expect while also being appealing enough (baitning the hook, so to speak) to get potential audience members to buy tickets.
This promo for Simon Callow's Being Shakespeare pretty much checks all the boxes.
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