Your event description is often the first (and only) chance you get to grab a potential attendee’s attention online. And thanks to modern consumer behaviour, you have only 5.59 seconds to do it before they abandon your webpage and move on to the next thing.
So how can you make the most of those five seconds you have to spark readers’ attention and turn them into attendees? Here are our top tips for writing event descriptions that drive attendance.
Preface: What is an event description?
An event description is the basic building block for anything you’ll ever write about your event. In essence, it’s a short summary that captures what your event is about and the value it offers for attendees, as well as important details such as date, time, lineup, ticket price, and location.
Once you have a solid event description to build from, you can then write effective promotional copy across all your marketing channels. Having one on hand also helps make sure that anything anyone on your team writes about your event stays true to your brand.
Event Description Tip #1: Be mindful where it’s displayed
Crafting an event description for your website requires a different approach than building one for event discovery sites or even your social media profile, so it’s important to know where your copy will live online, and tailor your description accordingly.
Here’s an overview of five places where you might display your event description:
Event website or listing
To be noticed in an event goer’s noisy inbox, your emails need to stand out. And while there are many email strategies you can use, your copy always needs to be engaging.
Social media and event discovery sites
Display or search ads
Sometimes, in addition to Facebook ads, you’ll want to promote your event through display ads or search ads to reach a wider audience.
Last, but not least, use your event description to write a winning event sponsorship proposal, so you can win sponsorship money for your budget.
Event Description Tip #2: Tap into event-goers’ emotions
Documenting your event’s voice makes it easier to connect with readers on an emotional level. And that, according to Michael Meyer, Head of Copywriting 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 attend your event.”
Pro tip: Unsure how to do this? Start with why you decided to create your event in the first place — it’s probably the same reason why someone would want to attend your event, too.
3 questions to help you find your voice and tone
- How do you want people to feel when they discover your event?
- Which voices (playful, formal, expert, etc.) resonate best with your audience?
- If your event brand was a person, how would they talk?
Example: Voice and tone for a beach festival
What kind of voice would you choose for a beach festival? Playful? Or maybe more serious, if you wanted to raise awareness about ocean pollution. Here’s an example of voice for each.
Beach festival description #1
Grab your spade and bucket – the Parks & Recreation team at Bondi Beach invite you to join us for the 33rd annual Sand Castle Building Contest on Saturday, September 7! Bring your family and friends for BBQ, amazing sand sculptures, and more at this popular all-day event.
Beach festival description #2
Did you know a pound of trash washes up on the shores of Bondi Beach every week? Come help us take care of this beautiful stretch of sand at our annual Beach Cleanup event. Support your local ecosystem and learn about how you can protect natural resources with a climate action primer from Ranger Danielle. Later, win prizes for collecting the most trash, best crew costumes, and more!
Get a blueprint for successful event descriptions
When an event-goer stumbles upon your event online, they should find an engaging story that inspires them to buy tickets right then and there. Discover how to take your description from meh to amazing in the ebook, More than Just Words: How Your Event Description Drives Attendance.