Three Ways to Write About Your Event So People Care

You’ve planned the perfect function. You’ve sent the e-vites, launched the promotional website, and sent out the press release. There’s just one problem: no one seems interested.

It’s time to up your copywriting game.Often in event management, we focus so much on the details of the event that we can lose sight of how to describe it to guests who aren’t already intimately familiar with the details.Well- written copy is one of those things that you don’t notice when it’s good, but you really notice when it’s not. It goes beyond perfect spelling and grammar. Really, it’s speaking to people on the level that grabs them, makes them want something, and doesn’t let go until they do something about it.The good news is that improving your copy is not complicated. In fact, the simpler the better.It’s easy to get sucked into an entire alternate reality of content marketing and “secret” techniques, so we boiled it down to three writing tips that make a difference for people, and you can start using right away.

Keep it simple

Warren Buffett may not be the first person who comes to mind when talking copywriting, but he knows a thing or two about sales. And his top tip when it comes to sales writing? Use plain English. He argues that jargon and complex language are “usually the villains” when it comes to getting your point across to an interested reader.Think about it:The minute you put a fancy “industry” word in promotional writing for your event is the moment you lose anyone outside that industry. And that is a huge shame when you’re trying to get people out to your event.Buffet’s advice for keeping it simple?Write with a specific person in mind.Not just an audience, but a person - like your brother or sister. Write as if you are explaining a concept that they may be unfamiliar with. Plain English works best.

Craft a 30 second summary

Although elevator pitches are traditionally associated with product sales, the same idea applies just as well to events: a succinct, persuasive speech that gives enough information about your product (or event) to explain what makes it unique and get it to stick in someone’s mind, but no more. And it should be no longer than a short elevator ride (get it?). Time is valuable, and people are less willing to give you theirs if you don’t cut to the chase or squander your initial impression.You probably already use something similar to explain your event to clients or sponsors, but you might not be applying the same concept to your written event promotions as rigorously. Here’s how:Imagine someone will take 30 seconds to learn about your event, and no more. Then write with that in mind. You might be surprised to find what you’re able to leave out and still communicate what makes your event important. First, identify your goal. What action do you want someone to take after they know the 30 second summary? RSVP to your event? Promote it to their network? Buy or donate a spot? Next, the crux of your pitch: give info that directs toward that goal. What does the reader need to know to take the action you want them to? If it’s signing up, the where and when. If it’s spreading the word, the purpose of the event. Tell your reader what’s important for them to know. And finally, close with the kicker. What’s the “wow” feature of your event - exclusive access to an interesting speaker, a breathtaking venue, a special insider reveal? People tend to remember the first and last thing you told them - close with the exciting takeaway.

Communicate the benefits, not the features

This is one of the top copywriting tips in the book, yet it can be surprisingly counterintuitive. As event-planners, we know the nitty-gritty of an event, so our instinct is to communicate exactly that. So say this is your starting point:

“We will feature dinner and drinks, a special guest speaker from the restaurant industry, and conversations with our members all evening.”

It gets to the point, right? The problem is that guests don't necessarily care about the "how", they care about the experience they’ll have. So take this real-world example from social member network IVY:

“For this intimate event, the Chef at Bo's Kitchen and Bar Room has carefully crafted a menu that complements Woodford’s expressive tasting notes, creating a three-course dinner accompanied by specialty craft cocktails that we’ll enjoy in Bo’s beautiful private dining room, exclusive to IVY. Upon arrival, we’ll indulge in custom Woodford cocktails and lively conversation with a great group of IVY members. Throughout the evening, we’ll hear fascinating remarks and guided tasting notes from Brian as we broaden our understanding of the subtle, complex art of making and appreciating whiskey.”

Notice how this one is much more evocative of the experience from the attendee's point of view, and paints a picture of all the benefits that make the event unique. This, along with using compelling visuals, can really seal the deal for someone on the fence.These few simple tweaks can make a huge difference in keeping your guests interested long enough to press “attend”. So what are you waiting for? Time to get writing!