Copywriting 101: Event Copywriting Tips

Writing copy for events can seem like a daunting task. You want to make sure it’s clear, concise, and compelling enough to grab attention and keep people engaged throughout the entire experience. But how do you know what works best for your audience? What are some of the most effective ways to write copy for events? How do you ensure that your copy doesn’t sound too generic? And how do you avoid getting into trouble with your client? We’ve got you covered. In this guide, we’ll walk you through everything you need to know about copywriting for your company.

The value of copywriting 

Copywriting is one of those things that people often think about, but don’t actually do very well. If you want to make sure that your marketing messages come across clearly, you need to put some thought into how you craft them. Copywriting isn’t just something that applies to ads for certain events or things, it’s true for everything you write, whether it’s blog posts, articles, tweets, emails, website pages, etc.

So, why is good copywriting so important? Well, it helps you build trust with your audience, which leads to increased sales and better conversions. And while it might seem like a lot of work, it really isn’t. In fact, once you start understanding it and creating better and better content you will realize it is fairly simple when you have studied and done the research. You just need to apply yourself to it.

Things to keep in mind when copywriting for your event

Audience-

Great copy of any kind always begins with “the who.” If you’re writing about an upcoming event, it doesn’t matter how big or small it is, you still need to know who your target audience is. Whether it’s a local meetup group, a conference, or a global summit, there are certain things you need to know about your attendees. Who are they? What do they care about? What do they want to learn? Where do they live? These questions will help you craft engaging copy that resonates with your audience to grab their attention.

Easy to read-

The most common mistake seen among writers is writing too much. They think that long paragraphs are good because they look fancy. But what they don't realize is that readers won't read those paragraphs. Instead, they'll just scroll down and skip everything else.

This is why we always recommend writing short sentences. You want to keep your reader engaged. If you do this, they'll spend less time reading and more time thinking about what you've written.
Online, our attention spans are shorter than ever. We want everything now, we want it fast, and we want it free. As a result, we’re constantly scrolling down webpages, clicking away, and losing interest along the way.

Extensive copy, complicated descriptions, and long paragraphs – sometimes long wordy sentences – can make the ‘Back’ button more attractive than “Register". But what if there was a way to cut out unnecessary information without sacrificing clarity? What if there was a way for us to read something quickly and easily, while still getting the most important points across?

That’s where skimmable content comes into play. Skimmable content is written in such a way that people can skim it and find the information they need, without having to wade through a lot of text. And because it’s easy to understand, skimmable content encourages visitors to stick around longer and engage with your brand.

Headline-

The headline is the first thing visitors will see along with your image. If you can’t grab their attention with the title, they are unlikely to continue reading. You must write a headline that grabs attention and makes readers want to learn more about what you offer.

Your headline should contain your biggest benefit or value proposition. Think about it like this: What do you want people to say about your event once they've learned everything there is to know?
In other words, your headline needs to tell people why your event is memorable or how they'll grow as a person. Make sure your headline includes your most important selling point, such as "the best speakers," "an exclusive experience," or "a chance to win."

Most importantly, the headline should motivate people to keep reading. People don't just go to events to hear someone talk; they go because they're looking for something bigger than themselves. So, think about how you can help others change their lives or improve their careers.

Below is an example of 5 different headlines for one article from the best example to the least. You can see the top one is the most descriptive and desirable for consumers.

Call to action-

One of the most important steps in writing is the call to action (CTAs). This is where you ask people to take some sort of action—to sign up for your newsletter, buy something from your store, attend your event, etc.—and what you want them to do once they've taken that action.

Your CTA needs to be clear and concise. Don't use jargon or overly technical language. Instead, write about what you want people to do. For example, "Register Now!" or "Buy Tickets Here."

You'll notice that you didn't include anything about how many tickets are left or how long they're available. These things are implied in the fact that you're asking someone to register or purchase something. But if you really wanted to go into detail, you could say something like, "Tickets are limited to 200 guests," or "Only 20 seats remain."

Below are six different types of calls to action (CTAs) you can use for different scenarios.

Personal-

Create your piece personal, do not create something generic and cold. Try to connect with your audience on a bigger level than just advertising to them. There are so many ads out there these days if your piece resembles an ad within your first couple sentences people will keep scrolling.

Of course, still, be professional but add personal touches that make it sound less like an advertisement and more like a conversation with a friend or family member about an event, product, service, etc. Your audience will also appreciate that you see them as a person too and not just someone you are trying to sell to and make money off of.

Writing style- 

A style guide is a document that outlines your brand voice, tone and grammar rules, logo usage guidelines, color palette, etc. It helps you write consistently across your organization and your various channels. It's especially useful for onboarding new team members or freelancers, or for any marketing/copywriting employee to use as a reference.

If you have multiple people working together on your event marketing copy it can help ensure everyone stays on the same page.

Brand voice- 

Your brand's voice and writing style obviously will work hand and hand together. A strong brand isn't just about creating a memorable logo or designing a slick website; it's about establishing a cohesive identity that extends across every aspect of your event marketing strategy. If you're having trouble defining what makes your event unique, think about how your brand speaks. What does your brand say about your event? Does it sound like a fun party, a serious conference, or something else entirely?

Once you've established your brand voice, you'll want to make sure you communicate that voice consistently throughout your entire event planning process. Whether you're crafting social media posts, email blasts, or even your printed materials, your brand voice needs to shine through.

Below shows great copywriting on BarkBox.com. You can see a clear headline, CTA (call to action) "get BarkBox", writing style, brand voice and they did a great job making it personal to their audience all while getting their point across in a simple easy to understand way.


 

Conclusion

As we talked about, copywriting can be a pet peeve for many people. There are many things that go into it to make it great. Following these tips will help you understand how to craft the perfect content for your brand or event. 

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