How To Write A Compelling Event Description
In the world of event planning, your ability to convince your target audience of the substance and appeal of your event is often what determines its success. The description of your event is one of the most important tools you can have at your disposal to accomplish this. A compelling event description might mean the difference between a dull attendance and a full house of excited attendees.
Learn how to write engaging event descriptions that increase conversions and buzz for your upcoming event with this article:
1. What is an Event Description, Why Does it Matter?
Think of an event description as your event’s digital ambassador. It’s the first impression potential attendees receive, shaping their initial perception and influencing their decision to attend. A well-written description is both informative and captivating, providing key details while piquing curiosity and desire. In a nutshell, it’s a marketing masterpiece in miniature.
2. Build the Foundation: The Crucial “Who, What, When, Where, Why”
Before weaving your wordsmith magic, ensure your description covers the essentials. Answer these five W’s:
- Who: Who is the event for? Tailor your language and tone to resonate with your target audience.
- What: What kind of event is it? Clearly state the event’s type, theme, or purpose.
- When: When and where will it take place? Be specific about dates, times, and location.
- Where: Highlight the venue’s unique features or convenient accessibility.
- Why: Why should someone attend? Clearly articulate the benefits and value attendees will gain.
3. Define Your Goal
Every event aims for something different. Are you seeking to engage industry professionals, educate local communities, or launch a new product? Defining your goal helps craft a description that resonates with your target audience and aligns with your desired outcome.
4. Captivate from the Start: Snappy Titles
The title is your attention magnet. Keep it short, catchy, and relevant, using keywords that your target audience might search for. Need inspiration? Brainstorm keywords, benefits, and emotions associated with your event. Research successful event titles and play with words, alliteration, or even humor. Remember, clarity over cleverness is key.
5. Summarise Accurately: The Best Bits Upfront
The summary is your elevator pitch. Condense the most enticing details within the first few sentences. Highlight the keynote speakers, unique activities, or valuable takeaways. Think of it as a trailer for your event, leaving viewers wanting more.
6. Facts or Feelings? Information vs. Opinion, and the Power of Voice & Tone
Focus on providing factual information about your event, avoiding subjective statements or excessive hype. Credibility is key. However, don’t forget the power of voice and tone. Inject an enthusiastic or informative tone depending on your event type and audience. Remember, you want to sound genuine and approachable.
7. Ignite Emotions: Tap into Their Hearts and Minds
Facts tell, emotions sell. Go beyond information and connect with your audience on an emotional level. Highlight the excitement, learning, or networking opportunities. Use powerful verbs and descriptive language to paint a vivid picture of the event experience.
8. Storytelling Matters: Weave Narratives with Data and Numbers
People connect with stories. Craft a narrative around your event, showcasing its unique selling points. Infuse data and statistics wherever relevant to boost credibility and impact. For example, mention the number of renowned speakers, past attendee testimonials, or expected industry leaders present.
9. Show, Don’t Tell: Activities, Speakers, and Special Guests
Don’t just list; paint a picture! Briefly describe the various activities, workshops, or networking sessions offered. Highlight renowned speakers or special guests, showcasing their expertise and achievements. Remember, variety keeps your audience engaged.
10. Tailor Your Message: Titles for Different Platforms
Remember, one size doesn’t fit all. Adapt your title and description length based on the platform (email, social media, search ads, etc.). Prioritize keywords for search engines and use emojis or visuals effectively on social media. Consider the platform’s specific character limitations and tone expectations.
11. Virtual Event Promotion:
a. Email Marketing: A/B test subject lines & CTAs. Highlight exclusive offers within. Personalise with names, interests, location. Embed short, action-oriented video teasers.
b. Social Media: Leverage platform trends (polls, Q&As). Run contests with exciting prizes to boost engagement. Partner with relevant influencers. Offer co-branded content opportunities.
c. Website: Countdown timer, testimonials, interactive elements (live chat, video testimonials).Display speaker bios and schedules strategically.
d. Display & Search Ads: Retarget interested visitors, personalize ad content, track conversions beyond website visits. Utilize dynamic retargeting for highly relevant ad experiences.
e. Sponsorship POV: Offer diverse packages, showcase past partnerships, host exclusive networking events/workshops. Tailor packages to specific sponsor goals and needs.
12. Testimonials and Call to Action
Short descriptions: Aim for 3–5 concise sentences for email, social media, and ads. Expand to 8–10 sentences for website descriptions.
Testimonials: Choose relevant, impactful quotes from previous attendees. Highlight specific benefits they gained.
CTA with urgency: Use phrases like “Register Now! Limited Spots Remaining” or “Early Bird Discount Ends Soon!” and create FOMO.
Action words: “Join the Movement,” “Network with Experts,” “Unlock Your Potential,” “Don’t Miss Out!”
Example: Testimonial-“This conference was eye-opening! I learned new skills and connected with amazing people.” — John Smith, Marketing Manager.
CTA- Register Now before Early Bird discounts expire!
13. SEO Optimisation:
Research relevant keywords: Use keyword research tools like Google Keyword Planner to identify high-volume, low-competition keywords.
Integrate keywords naturally: Don’t stuff keywords awkwardly. Aim for a natural reading experience.
Optimize title and meta description: Include relevant keywords within the first 60 characters.
Internal linking: Link to relevant blog posts or website pages related to your event.
Example:
Title: Empower Your Career: The 2024 Marketing Summit for Growth
Meta Description: Join industry leaders at the Marketing Summit! Learn cutting-edge strategies, network with experts, and boost your career.
Register now!
14. Conclusion:
Summarise key benefits: Briefly reiterate the key takeaways and value attendees will gain.
Powerful quote: “The only way to do great work is to love what you do.” — Steve Jobs.
Open-ended question: “Are you ready to take your career to the next level?”
Example: “Don’t let this opportunity pass you by! Join us at the Marketing Summit and unlock your full potential! Will you be there?”
Bonus points:
- Use bullet points for concise information.
- Incorporate high-quality visuals like event photos or speaker headshots.
- A/B test different descriptions to see what performs best.
- Offer exclusive content (downloadable guides, early access) for registering.
Final Takeaway:
By following these details and examples, you can elevate your event descriptions and boost their impact in drawing registrations and generating enthusiasm for your event.
