As competition to acquire new event attendees grows, it is imperative to know how to write event descriptions that drive ticket sales. It’s not as easy as it seems. You have approximately 10 to 20 seconds to grab a reader’s attention before they move on. Writing impactful event descriptions takes thought, strategy, and skill. Here are some tips for developing an effective event description strategy.
Start with an Eye-Catching Headline
Headlines are like email subject lines. They should be short, snappy, and encourage the reader to want to know more. Include the event name in the headline when you can and keep in mind your value proposition. Try to answer that age-old question “What is in it for me?” in one short and a sweet descriptive sentence. It could be as simple as “Your exclusive VIP Pass at the XYZ Conference is Waiting For You!”
Speaking of your value proposition, make sure to highlight those promises as well as your positioning statement in your event description. If you’ve done your homework, you understand who your target audience is and what elements of your event are most important to them. Put those elements front and center in your event description and make sure to emphasize how these elements will provide value to attendees. For example, if you are planning a conference that will offer continuing education training, highlight the available CEU credits in the event description. Learn more
Stay on Brand
Your brand is your reputation and will impact engagement throughout the customer journey. An event brand is more than just the logo. Everything you create should be brand right including the event description. The description is your first chance to create the experience of your event. Take time to think through what you want attendees to walk away from your event with. Try to create this experience in the words you write. Use descriptive words and visuals that are interesting for your intended audience. Don’t use words and visuals that imply something you don’t want them to feel. For example, if you are planning a writer’s retreat, use a description such as “safe and nurturing environment” or “focused attention to craft” or “constructive small group feedback” when describing the event. Don’t use words like “high impact” or “artificial intelligence”.
Click here to find how to discover your event brand.
Make it Personal
Paint a vivid picture of your event so that the reader can see themselves there. The best way to do this is to write in the second person. For example, “You will meet the best and the brightest innovators in the AR world at the XYZ Conference” or “Once you register for the ABC Writer’s Retreat, you’ll be immersed in a world of creativity and collaboration.” This invites the reader to picture themselves there in the scene you create.
Create a Sense of Urgency
Along with event details and benefits, always make sure to appeal to your intended audience’s FOMO. The Fear of Missing Out (FOMO) is a condition that humans have always experienced but with the explosion of smartphones and social media, it has become a recognizable complaint. To be true,
marketers have been exploiting FOMO since the beginning of time. Headlines such as “Don’t Miss Out!” or “Buy Now!” are just reminders that consumers can avoid FOMO by purchasing whatever the marketer is selling RIGHT NOW! However, it’s possible to appeal to FOMO without the “in your face” headlines. Creating a sense of urgency in your event description can drive ticket sales if done with some finesse. What limited access benefits can you offer? For example, if the research you are presenting will only be shared at the conference, mention that only attendees will have first access to it. Or highlight a VIP event that only Early Bird ticket holders will be able to attend. Just remember that the goal is to appeal to your target audience’s needs and wants to drive conversion. Don’t just do it for the sake of creating urgency. Be authentic.
Don’t Forget the Details
Of course, include all pertinent details in your event description including date, times, location, speakers, vendors, sponsors, travel information, parking information, meals and more. Depending on character or word limits, it may be better to link to another page that further outlines the details. If you can, also include images such as speaker photos or videos of past events. Images and video are always exponentially more motivating than words. Don’t over stylize the details with crazy fonts or unnecessary graphics. The simpler the design, the more readable your description will be.
End with a Strong CTA
It’s always important to tell people what you want them to do. Don’t make them guess or leave your page without taking some sort of action. Even with a “Buy Now” button below, it doesn’t hurt to end your event description with a quick call to action that is inviting and personal such as “We hope to see you there” or “Tickets are going fast. Register now.” Writing an event description can seem like a small task but it’s often your first opportunity to truly sell the experience to your target audience. It should not be left to the last minute or written in haste. There are an art and science to writing a good event description. Take some time to do it right.