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More Than Just Words: How Your Event Description Drives Attendance

Your event description is often the first (and only) chance you have to grab potential attendees’ attention online.

Your event description is often the first (and only) chance you have to grab potential attendees’ attention online. And thanks to modern consumer behaviour, you’ve only got 5.59 seconds to do it before a reader abandons your webpage and moves on to the next.

So what does an event-goer find when they stumble upon your event online? An engaging story that makes them want to buy tickets right there and then — or an uninspiring slog of info that loses their interest within the first few sentences?

Inside, you’ll learn:

  • How to create a unified tone and voice that is true to your event’s unique brand
  • The easiest ways to take your event description from meh to amazing
  • Best practices for tailoring your description for discovery sites, social media, display ads, and more

Preview

It’s not just what you say, but how you say it

Long before you put pen to paper (or cursor to Google doc), it’s worth your while to take some time to define how you want your event to sound — in other words, its voice and tone. Your event has a personality and it should always sound like itself wherever it appears in print.

For example, a conference for recruiters focused on industry trends wouldn’t use the same voice as a multi-day music festival. The conference would use a professional tone and more formal language, whereas the festival would take a conversational.

Documenting your event’s voice also makes it easier to connect with readers on an emotional level. And that, according to Michael Meyer, creative director at Eventbrite, is the secret sauce to taking your event description from good to great.

“A good event description tells the reader everything they need to know about your event,” says Meyer. “A great event description makes them feel like they have to attend. Strive to do both with a compelling description that connects with your audience on an emotional level and makes it as clear and easy as possible to actually attend your event.”

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