When you’ve spent hours crafting an event description, it sucks when your words don’t attract the ticket sales you hoped they would. And with so many other promotional and planning tasks piling up on your plate, finding time to go back and edit what you wrote can be hard.
But your event description is often the first (and only) opportunity you’ve got to make an impression on event-goers and convince them to buy tickets. So how can you give your description the lift it deserves without spending too much time editing it?
Here’s a list of four common reasons why your event description might be hurting your attendance rates (and a few pointers for fixing them along the way).
Reason #1: Your event description has no personality
It doesn’t matter how exciting, engaging, interesting, useful, or unique your event is. If your description doesn’t capture your event’s personality, it’ll turn off event-goers in seconds.
The best way to ensure your event’s personality shines through (and your event description doesn’t sound like everybody else’s) is to define your tone and voice. That way, you have a guide for yourself and your team to make sure your event brand is always consistent.
The following three questions can help you pinpoint how you want your event to sound:
- How do you want people to feel when they discover your event?
- Which voices (playful, corporate, expert, etc.) resonate best with your audience?
- If your event brand was a person, how would they talk?
Example description for a Free Yoga in the Park series:
- Before defining your event’s copywriting voice:
Yoga In the Park is a weekly free yoga event for practitioners of all levels, held in the Boston Common. Bring your mat, your water, and an open mind!
- After defining your event’s copywriting voice:
Come celebrate the season of the sun with a free yoga series at the beautiful Boston Common Frog Pond! Taught by an amazing lineup of Hot Yoga Boston teachers, you’ll enjoy energising flows under the open sky to invigorate your body and your mind. All levels welcome, including children ages 8 and up.
Why is the second one better? It has warmth and personality, making it feel welcoming for readers. It also gives an enticing glimpse into what the class will offer attendees.
Reason #2: Your event description is missing the most important details
Beyond being engaging or exciting, your event description also needs to clearly communicate essential event details without overwhelming the reader. Consider including basics such as time, ticket price, location and venue, lineup or speakers, and other important details.
Example details for a Free Yoga in the Park series:
- Before adding important details:
The Frog Pond
Saturday Mornings, June – August
- After adding important details:
The Boston Common Frog Pond (near the Carousel)
Saturdays, 9:00am – 10:00am, from June 8 – August 31
Instructor: Emily Jones
Why is the second one better? Including the basics helps you be clear and concise about the most important details of your event, while showing respect and consideration for attendees.
Pro tip: Have more information than can fit in your description? Add a FAQ, where you can outline additional answers to key questions and state your refund policy in a prominent place.
Reason #3: Event-goers are overwhelmed with information
Your event description needs to capture the benefits of attending your event in a concise way. That means avoiding jargon, large words that take up too much space, and complex sentences. In short, write at a middle school reading level.
4 ways 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
Reason #4: Your event description isn’t formatted for its channel
Creating a version of your event description to suit each channel you use is key. Not only are there length limitations on different channels, but readers also exhibit different user behaviours on each.
The most common channels used to promote events are:
- Website or listing
- Social media and event discovery sites
- Display and search ads
- Sponsorship promotion
Example social media post for a Free Yoga in the Park series:
While our description from earlier would fit on Twitter, for example, it is still best to shorten your description for certain channels (especially social) so that anyone scrolling can get a sense of your event without being faced with a wall of text.
- Edited version for social post:
Looking for a great way to greet the warmer weather? Deepen your practice with us every Saturday at 9am at the Boston Common Frog Pond for yoga under the sun. Click below for the details! 👇
Help your event description shine online
Your event description is the foundation for everything you’ll ever write about your event. Discover more tips and expert advice for crafting a description that hooks readers’ attention within seconds in the ebook, More Than Just Words: How Your Event Description Drives Attendance.