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Every good event marketing campaign starts with writing a compelling event description.
If you find the right words to describe your event, you will grab the target audience’s attention and make your project a success. But if you don’t, you will doom your event marketing campaign to failure.
Do you want to know how to write an event description that drives attendance? Keep on reading. In this article, you will find useful writing tips as well as event description examples.
Focus on the value
Today, there are many industry events promoted and advertised out there. And it’s getting more and more challenging for people to decide what event to attend and what event to skip. If you want to grab the attention of prospective attendees, you should explain how they can personally benefit from participating in your event.
Attendees want to get answers to the following question:
- Will I learn something new from this event?
- Will this event help me to master new skills?
- Will it help me to advance my expertise?
You should answer these questions in the first place and highlight the value your event holds for attendees.
Take a look at the following event description example. SMX Advanced states that attendees will “learn advanced SEO and PPC tactics” – that’s an answer to the most important attendee’s question, “What is in it for me?”
Specify who your event is for
You should specify not only what your event is all about but also who your event is for. Will your event be useful for students, graduates, or newbies in the field? Or do you target industry pros only?
If you don’t clarify this point, your marketing campaign will be ineffective. Why? Modern people value their time and money. If they doubt whether an event matches their expertise level, they decide not to attend the event.
Here is another good event description example. Organizers of B2B Marketing Exchange have written that event will be useful for all – “people who are new to ABM as well as experienced practitioners”.
Tap into the sense of belonging
Human beings are social creatures. They have a strong need to belong to a tribe of like-minded people. Pretty often, people participate in the events not because they want to but because they need to satisfy this social need. For instance, some marketers attend marketing conferences not because they like it but because they want to belong to the “tribe of the marketers”.
Therefore, if you tap into the need for belonging, you will likely drive event attendance. Specify in your description the following: the number of participants, their occupations, and expertise levels. That will work like a magnet for attracting new attendees.
What is the primary purpose of your event? Do you aim to educate your target audience on a specific topic? If so, we highly suggest you add useful links to your event description to encourage attendees to learn more on the topic beforehand.
Imagine that you work for an environmental non-profit organization. You have a task to run an educational event for college students to familiarize them with innovative recycling practices. You can add links to your website and https://subjecto.com/essay-samples/environment/, an essay database, to your event description to help students learn the basics of recycling beforehand. It’s a great way to increase attendee engagement and boost the effectiveness of the event.
Leverage digits and statistics
Another great tip on how to write about an event is to use digits and statistics. You can specify how many people will participate in your event, how many topics will be discussed, or how many attendees participated in your event last year. “Quantify” your event, and you will win your target audience’s attention.
Keep it short
As we have mentioned above, modern people are busy people. They don’t have time to read wordy event descriptions. So it will be wise of you to keep your copies short.
Remember that your key task here is to intrigue prospective attendees and provide general information. You don’t need to go into detail. Try to express your ideas as clearly as possible and use persuasive adjectives (e.g., unique, world-famous) to strengthen your copy.
Write different event descriptions for different platforms
You should know both how to write an event description and how to write it for different platforms. You should create a few versions of your event description:
- One for your website
- Another one for niche websites and blogs where you will promote your event
- A few event descriptions for social media platforms
You need to write one event description and then tweak it to make it a perfect fit for different platforms. You should adjust the length of the description as well as your writing style. For instance, the event description for Instagram should be shorter than the description for your website, and it should sound more informal.
Also, each version of your event description may include different information. For example, the event description you create for niche websites should comprise information about your organization, while the description for Facebook shouldn’t. Your Facebook followers are already familiar with your organization, so there is no need to repeat the information they already know.
Now you know how to write about an event to maximize marketing efforts and drive attendance. We hope you are convinced now that you don’t have to be a professional copywriter to create a winning event copy.
Don’t hesitate to apply the tips given in this article. It’s one of the simplest ways to make your event marketing campaign a success.
Marques Coleman is a copywriter and blog editor. He has vast experience in the field of event planning and project management. He is passionate about advanced technologies, e-learning, and digital marketing. When Marques is not busy with his work projects, you can find him at the park reading a book or at the modern art museum admiring the artworks.
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