How to Craft the Ultimate Event Description

A potential attendee just learned about your event. In a matter of seconds, they’ll decide if it’s worth attending or not. Will your event description spark their curiosity and convince them to buy tickets — or not?

88% of people gather information online after learning about a product or an event
Adobe Marketing Discovery Survey

Understand where your description will appear

First and foremost, it’s important to know exactly where your description will live online. Here’s a shortlist of the top four most common places.

1. Event listings
It used to be the only way to advertise an event was in print, but now, online is the default. Event discovery sites make it way easier for event-goers to find things to do — including newspaper calendars and dedicated sites like Eventbrite or Eventful.

2. Your event website
Many people’s quest for something to do starts in a Google search. That’s where an event website comes in, helping you rank higher in results through search engine optimisation (SEO). It also provides space to answer questions and give more details.

3. Social media
With 60% of Australians on Facebook, it’s no surprise many event creators use it to get their event online. Plus, it’s free to use, and offers robust targeting capabilities (like paid ads) to help you get your event in front of the right audience early on.

4. Search engines
Technically, Google is not a discovery “site” in the sense that you can list your event on a calendar. But Google’s search results are a popular place for discovery and can help people looking for something to do find your event, website, or Facebook Event page.

Paint a vivid picture for event-goers

People interact with copy differently online and although it’s tempting to share every little detail about your event, your description isn’t the place for that. Here’s how to keep things concise.

Tip #1: Less is more

One of the basic tenets of writing for the web is “less is more.” You’ve only got 10 seconds to capture someone’s attention before they move on to the next thing. While it can be hard to whittle down your event to its essentials, you also don’t want to overload readers with details.

Three reasons to use fewer words:

  • Most online readers skim content instead of reading it
  • Succinct copy is easier to read on mobile phones
  • Being concise can help you pique readers’ curiosity

Tip #2: Know your value prop

When you sell tickets to an event, you’re asking attendees for two of the most precious things in life: time and money. What are you offering them in return? To answer that question, you need to get into their shoes and understand the value your event offers.

Three questions to help you define your value proposition:

  • What is the ultimate benefit your event provides for attendees?
  • Why is your event better than your competitors’ events?
  • What feeling do people walk away from your event with?
Example

Tease out your Spanish class’s value

On the surface, people attend your course to learn Spanish. But dig deeper and you’ll find that some students dream of hiking in Patagonia, while others want to connect with their heritage.   

Once you discover how your class is helping people transform their lives for the better, you can weave that message into your event description to make it more compelling.

Tip #3: Convey benefits, not event “features”

Conveying your event’s benefits to readers is the single best way to keep them nodding along with you on their journey to a sale. Why? Because generally, people don’t buy products (or events) — they buy what that product or event will help them do. 

Three tips to help you focus on benefits, not features:

  • Ask yourself how your event helps attendees
  • Identify the positive emotional impacts of attending
  • Front load these benefits in your description
Example

Focus on benefits in your running event description

Feature-driven: Our 10k run is set in a beautiful natural landscape.

Benefit-driven: Enjoy the beauty of our 10k run, set in an all natural landscape.

Emotion-driven: Feel energised by the beauty of a stunning natural landscape.

Create urgency and spark curiosity

One of the most compelling emotions driving event-goers today is fear of missing out (FOMO). Sparking this emotion and their curiosity will help you inspire them to attend your event.

Tip #4: Add social proof to your description

People observe how others act to inform their decisions. It’s human nature. A testimonial from an influential expert or a past attendee can go a long way to add credibility to your event. You can collect these testimonials through social media, or in post-event surveys.

The case for using social proof:

  • Studies show that 70% of consumers look at product reviews before making a purchase
  • Product reviews are 12x more trusted than product descriptions from manufacturers
Example

Use testimonials to promote your yoga conference

For someone unsure whether the ticket price for your yoga conference is worth it, a testimonial like this from a peer with a similar background can really change their mind.

“Yoga in the Park took my practice to a whole new level. I am so grateful for the amazing teachers and detailed posture clinics that helped me get a new perspective. Just what I needed to mix up my teaching and fall in love all over again with the practice. Thank you!” 

— Mandy Smith, Senior Teacher at Altitude Yoga

Make reading your event description a breeze

Formatting makes all the difference when it comes to making your description easier to read. Here are the nuts and bolts of writing a concise, compelling event description.

Tip #5: Avoid buzzwords or jargon

Buzzwords aren’t inherently bad, but they’re often overused. Same goes for clichés — if an event really is the “number one choice” for an audience, they’d already know about it. Always aim to avoid jargon taking up space in your event description.

Three ways to weed out the fluff:

  • Let your writing sit overnight before editing
  • Delete any unnecessary industry terms, jargon, or clichés 
  • Keep acronyms to a minimum and spell them out
Example

Remove fluff from your startup conference description

Okay:
Welcome to FOUNDERCON, the Sunshine Coast’s #1 founder conference, created for and by startup leaders looking to disrupt their industries. A one-day immersion in all things startup, you’ll walk away with the tools and connections you need to take your company all the way to IPO.

Better:
Think you have to be in a major city to see startup success? Think again. FOUNDERCON was created to help Sunshine Coast founders get the tools, connections, and insights they need to take their company from big idea to IPO. Come for the sessions, stay for the beer!

Tip #6: Keep sentences short and use bullets

Even though there’s a lot of great things about your event, don’t overwhelm people with blocks of text. The trick to making your copy a breeze to read is to organise your writing. From there, you can make sure you’re including the most important details and keeping it skimmable.

Three ways to write clearer copy:

  • Start with an outline and map out what you want to say before writing it
  • Break up your copy into sections with headers and use bullets
  • Use the free Hemingway App to help make your writing easy to read

Use keywords to aid event discovery

The words in your event description can increase the odds that interested people will discover your event through search engines like Google. 

Tip #7: Incorporate keywords (SEO optimisation)

Choose a ticketing partner whose site has strong domain authority (how much Google trusts a website). The higher your partner’s domain authority, the better shot your event has at ranking in search results. But it’s not a quick fix, you have to know how to include the right keywords, too.

Three ways to make your event more searchable:

  • Use descriptive keywords in your title and event description
  • Optimise your event listing for mobile search
  • Use different copy on your own website compared to your event listing

Example

Incorporating keywords for your beer festival

Not SEO-optimised:
West BeerFest is a collection of over 20 craft breweries and local food vendors. Every year, we premiere one new beer, and have an attendee-driven contest for best taste. Tickets cost $20 and get you in for this once-a-year, all day celebration of hops!

SEO-optimised:
Love beer and west coast culture? Join us for West BeerFest in Fremantle, WA, for a day’s celebration of craft brews, music, and great food! A $20 pass gets you in for this all-day event, where you can enjoy over 20 microbrews and cast your vote for 2020’s best beer.

Create your next great event description

Now that you know how to narrow in on your value prop, front load your copy with features, and craft a succinct description that compels readers to action, it’s time to put these new skills to the test. Sign up today to create your next event on Eventbrite.

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