Gain our insights on copywriting for events!

Copywriting can stir emotions, move a person to laughter or tears, and highlight social issues. Due to this, copywriting for events can be a powerful tool to inspire your readers!

In this blog, we’ll explore what makes copywriting for events different, and how you can ensure strong copy for events.

1.  Generate an enticing headline

Headlines are the crown jewel in your collection, and you should never tarnish them. It’s wise to spend time thinking of the headline and having brainstorms with others. This can be friends or colleagues, everyone has the potential to create a rapturous headline! If your event is business-orientated, below your headline, you could input a paragraph outlining the struggles your target audience faces. For instance, you could state this for events copy:

“The 2020 pandemic showcased a desire for flexibility in the events market. Do you know which major trends can and will affect the market in the near future? What strategies do you have in place?”

This represents something known as pain-focused marketing, highlighting struggles the reader faces, alongside hope in strategies presented in your event.

2.  Understand your target market

When you go to an event, you want to be amazed, or at the very least, entertained. So, it makes sense that you go to events that you’re interested in. This is where the target audience comes into play. The closer your copy is to your prospect, the better. What’s their age range? What’s the average proficiency in their field? Are you dealing with professionals or career starters?

If it’s a music festival/theatre production, what genre is it? Can you take quotes from the content of the event? If so, repurpose it for the copy. You’ll speak to the target audience and draw them closer to that cart icon. Ultimately, humans are social creatures, and some attend to belong to their ‘group’. Outline what connects them via their occupations/expertise and include that when copywriting for events.

3.  Keep it short but snappy

Nowadays, the last thing people want is to read long, drawn-out paragraphs. So, stick to a formula!

• 20 words in a sentence
• Five lines in a paragraph.

This will ensure that the reader never has to endure a slog to get the required info. The average attention span of readers is below eight seconds, so this tip is vital for retaining readers!

4.  Understand the benefits vs features

It’s great when you can state the length, or how many speakers will attend…but what will benefit readers directly? With the world beginning to open up again, the flood of events is not far behind. People will have a variety of events to choose from, so why should they choose yours? Include answers to questions such as:

• What will the attendees gain from the event…memories, information?
• Will this help them to master new skills?
• With this event, will they gain new expertise?

Ultimately, presenting the direct benefits to your prospective attendees will get them super excited for what’s to come. Features play a part in enticing the audience, but when it comes to copywriting for events, benefits take the crown.

5.  Consider the platforms

When copywriting for events you need to ensure the content to thrive on multiple platforms.

How do you do it? Adaptation.

Focusing on the differences in copy can serve you well. For example, the copy could be used for:

• Social media
• Email campaigns
• Websites
• Ads
• Brochures
• Landing pages
• Product pages

Tailoring your copy for each platform will further increase your chances of success.

6.  Get your call to action just right

Your CTA (call to action) falls at the bottom of the copy, but this doesn’t make it any less important. It should ultimately direct the reader to where they need to go. CTAs should never be complicated, as the reader should need only one instruction, such as…

“Sign up here for further information.”

“Click here to buy tickets.”

In summary

We’ve arrived at the finish line! We’re sure that you’re well on your way to writing effective copy for events now. For those who need it, here’s a recap:

1. Generating an enticing headline – Utilising the creative potential of your team to really wow audiences with headlines. Recognising the importance of a headline in attracting the target audience.
2. Understanding your target audience – Researching and tailoring your audience, so that the reader feels heard, and relates to your copy.
3. Short but snappy! – Restricting your copy to five lines a paragraph and 20 words in a sentence for brevity. Becoming aware of the eight-second attention span of your audience.
4. Benefits vs features – Understanding the power in direct benefits, enticing readers to your events.
5. Understanding the platforms – Recognising the differences in copy such as social media, email campaigns, websites, etc.
6. Getting your CTA just right – Using the call to action as the main instruction for readers.

What can Vocal do for you?

Are you looking for help with showcasing your own brand? Why not contact us? We can brainstorm how we can produce the best content for you. From this, we can use our experience to make recommendations. We pride ourselves on delivering results.

Our team operates within six areas of content creation:

• Copywriting
• Websites
• Illustration
• Design
• Branding
• Digital Marketing.

Our clients can be found far and wide, in over 30 countries. After an initial consultation, we will provide you with a quote. Our team will then get to work on creating your customised content!

See something you like? Let’s get started!

Get started with Vocal in four easy steps:

Step 1 – Tell us about yourselves and don’t hold back! We want to hear about your company’s goals and ambitions, and tell us, what is your USP? What do you want your marketing strategy to achieve?

Step 2 – Now it’s our time to shine and create a proposal of ideas – just for you! This includes recommendations drawn from our extensive experience. Are you ready to hear our ideas?

Step 3 – There’s no point in investing in your content if you don’t know what it will do for your business. So, based on our knowledge and experience, we’ll make predictions about the likely outcomes of the content. That way, you can see how our services are going to benefit you.

Step 4 – Finally, we’ll provide a quote for our services. Once that’s out of the way, then the real fun can begin! We’ll get started on the content of your dreams!

Let’s get Vocal! Get in touch with a member of the team and get ready to watch your business grow.