Now that you have your voice and tone defined, it’s time to dig into writing your description. It’s good to take another pause here, since your next step is to make sure you’ve prioritised the right information and given people the details they want.
“Don’t forget the event basics: who, what, when, where, and how,” says Meyer. “Being clear and concise about the most important details of your event shows respect and consideration for attendees. A clear description sets audience expectations and adds a level of professionalism that makes people feel more comfortable about committing their time and purchasing tickets.”
Here’s how to capture the most important and inspiring details about your event:
The best event names make an impression, are easy for attendees to remember, and look good on promotional materials. You don’t need to explain everything in the title, just enough to grab someone’s attention so they’ll come to your event page to learn more.
Examples of great event names:
- 90’s Game Night at Manuel’s Tavern
- Ink-N-Iron Festival Sydney
- Yoga Rocks the Park 2019
- How Weird Street Faire
- Beer InCider Festival Melbourne
You might think of a tagline as a marketing tactic, but popular events often use them to convey the value of their event in an inspirational and memorable way. You can use a tagline under your event name on your website, in emails, on at-event collateral, on social media, and much more.
Three tips for creating your event’s tagline:
- There’s no perfect length, but Google typically displays up to 160 characters in the search results below the name of the site. So if you don’t want an abridged version of your tagline to appear, you should keep it under that character limit.
- It takes a few iterations to find the perfect one. There is no single “best way” to structure a tagline, so you’ll need to go through a process of writing multiple options and discussing them with your team.
- Don’t worry about being clever. Your primary goal is to clearly express the value of your event. If you can inject some of your brand personality too, even better.
Your event description needs to capture the benefits of attending your event in a concise way. Avoid jargon, large words that take up too much space, and complex sentences. In short, write to a junior high school reading level, advises Jasmine Madavi, UX writer at Eventbrite.
“Try not to use large words or complex sentences that a 7th grader wouldn’t understand,” says Madavi. “This is a common measure that a lot of companies, like Google, will use for their text. You can plug your text into an online tool that tells you the reading level.”
How to craft a concise event description:
- Start with an outline by mapping out what you want to say before you start writing.
- Break up copy into sections with headers.
- Use bullet points to make it easier for people to skim your description.
- Use the free Hemingway App to help make your writing easy to read.