In a world of keyword searches and sponsored content, William asks, have we lost the ability to write catchy event copy?
There will always be a place for well written copy.
The text you write has to jump from the page.
It has to excite and engage.
And it has to know its purpose: to drive potential attendees to attend that event.
Every event organiser and event marketer knows this right?
You would therefore expect to find the “best in class” at our events. Well, you can be the judge if that is happening.
This is from an event industry event taking place next year (I’ve changed the event to the “X Event”):
“In 2020, you will have the opportunity to spend 3 action packed days amongst thousands of event planners, marketers, corporate decision makers, and industry executives all in one place. The “X Event” is all about building relationships which is why we are excited to present you with tons of opportunities to connect with industry colleagues and top venues over the course of 3 days. Attending this unique event is your chance for face to face networking, in depth education, event inspiration, and tons of opportunities to bolster business!
The “X Event” is an event not to be missed!”
Many planners and marketers have lost touch with the words on the page
I have masked the event because it is a little unfair to single out a particular event, to highlight a general malaise when it comes to how we sell our events.
But please, take a minute to read that text again. You may recognise the style and some of the content. I know I have used something similar in the past. It is all too general.
I ask you to think about a few things: the things you would if you were considering attending.
- What is unique about this event?
- What problems is it solving for me?
- How do I know the organisers understand my concerns, issues or dilemmas?
- What is there that I should get excited about?
- Why should I book now?
As an attendee you would no doubt have more questions.
I have a whole list of “Attendee Questions” that I use when I am asked to provide event marketing support. They allow my client to look at their copy (and their event) from the attendees perspective.
Texture is the key to snappy copy
Many planners and marketers have lost touch with the words on the page. They don’t view the copy as something that should have depth. That should be sharp, punchy and snappy.
Sure text is, literally one dimensional when you read it, but good copy is powerful enough to make people change their behaviour. IF it connects.
The example above is certainly not the worst I’ve seen. But I hope you agree it does little more than tell you what is happening. It hardly does a job of selling the event, or getting you excited.
And if I see the phrase “not to be missed” again…………
I wrote a piece back in 2012 that listed the eight things that all too often appear on event marketing. Make sure you don’t have any of these on your event marketing!
Write catchy event copy because, well, it works
What you write has an impact. You can choose if it is has a negative or a positive impact.
Copy has to connect and I think that we have lost touch with this, pretty obvious fact.
We absolutely have to choose the right image for our event and we have to create an amazing video. We also need to use the right keywords and consider SEO on our event website.
But we can’t lose touch with the power that we have to write catchy event copy. We literally have that power at the end of our finger tips.