With a well-planned event under your belt, the only thing left to do is to make sure that it will get a fair share of attention from your target market. This is where copywriting for events promotion comes in.
A good event copywriting skill is what you’ll need to relay your message to your audience and eventually get the response that you want from them, amidst the tough competition.
With the noise that your competitors are making, it is essential to know the copywriting guidelines that will enable you to reach your target market, sell more tickets and expand your following.
7 Event Copywriting Tips that You Must Know
1. Keep it Relevant
Relevance is one of the most important aspects of event copywriting. It will enable you to connect to your target market at the right time. To keep your copy relevant, get a good grasp of your readers by delving into their experiences from past events and keeping in mind their age, gender, location and interest.
2. Make it Personal
According to a marketing analytics firm, readers are 20% more likely to open an email with a personalized subject line. You can make your copy more personal by mentioning their name, affiliation, city etc., as well as using pronouns like “you,” “we,” and “our” that create a voice and tone that directly connect you to your target audience.
3. Be Specific
When sending out event email promotion, remember to keep it on point. Not only will it save space in your email, ad copy, headline or banner, it will also save your reader's time. The less your recipient has to scroll or wait for the image to load, the better. As for ad copy, keep the headline to around 60 characters to create a concise and complete message that your audience will see and understand right away.
4. Create a Sense of Urgency
In event copywriting, you must put your readers into your desired action within your desired timeframe. To do this, you must create a sense of urgency. People usually act at the last minute so your copy must convince them that your offer is what they need and now is the best time to avail it. However, you must do this without tricking your reader as it may cost your brand reputation.
5. Offer What People Need
Readers only care about the things that satisfy their current demands. To capture their interests, you have to serve solutions to their problems and give them what they need. Maddie Veal of Eventbrite advises to focus on the “benefits” and not the “features” of your event or promotion. This means promoting your event in a way that the readers will realize how it can be beneficial in their lives.
6. Review and Revise your Work
Event copywriting, as with any other types of copywriting has to undergo a series of filters and refinement to ensure the quality of your copy. Review your work to identify and correct common errors including grammar, spelling, tone, etc. Even successful advertisers may need 20+ variations before publishing their copy. You will need more than 5 variations.
7. Test your Copy
Test your copy to know what will work well with your target market. A/B test your ad copy, or your subject lines to see which will deliver better results. You’ll never know which will work best unless you test them.
Quick Pro Tips:
Craft your Tagline
Taglines should convey your unique selling point. Make it more clever by including your brand personality.
Promote in Social media
Increase the reach of your copy by promoting it in social media. Use good graphics to go with it as images and other visual contents exponentially increase engagement, help capture attention and urge people to share your post.
Add CTA in Emails
A rule in using CTA (Call to Action) is to make it visible and action oriented. Put it at the first part and at the end of your email for readers to easily notice.
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