How to write an effective event description

The event description is one is the first things that a potential attendee gets to know about your event. If an event description doesn’t look appealing and strong enough, the chances that this person comes to the event decreases. Writing an effective event description isn’t an easy task but still doable. 

Long event description

The aim of the long event description is to provide the potential attendees with detailed information about the event. This is the description that is visible on your event website.

Step 1. Make a draft

First of all, think about the event description structure. What do you want to mention? How do you want to sound? Here are some tips:

• Start by mentioning your unique feature or competitive advantage.
  Most of the people won’t continue reading if they didn’t like the very beginning. On average, it takes 10 to 20 seconds to grab the attention of the reader. The first sentences should sound engaging, emotional and impactful. Avoid mentioning too many details at this point.
• List the topics.
  Make a structured summary of the topics that will be covered during the event. Again, don’t mention all the details, instead, try to make a concise and visually appealing agenda.

• Mention the speakers, sponsors and partners.
  Mentioning the recognizable brands, as well as famous speakers, should help to make the event more attractive and valuable. When it comes to speakers, name their greatest achievements, current positions and other information that might impress the potential participants.

• Add numbers and facts.
  What statistics and facts are you proud of? Maybe it’s the number of speakers and participants, the international nature of the event or the unique location? Don’t forget to state them in the event description.  

• Include feedback from the past events’ attendees.
  Let’s imagine that you want to buy something on the Internet. Would you rather buy a product that doesn’t have any reviews or go for an option with the positive reviews from the people who already bought it? Right, in most of the cases, we don’t purchase the products or services that weren’t previously tested by somebody else. The same rule applies to the event industry. Feedback from the attendees of past events inspires confidence. As a result, the conversion rate increases.

• Convince to come.
  Who can benefit from your event? Why should they come? State clearly the motivations and reasons to come. In this way, the potential attendees understand who else is coming and with whom they can network. Consequently, the event gains more importance for the audience.

• Tell about your organizing team.
  There is a team of hardworking people behind every event. Add ‘behind the stage’ kind of content about your team in order to make the connection between the attendees and you more personal and reliable.

Step 2. Edit the text

At this stage, choose the aspects that you want to talk more in-depth about. 

• Brevity doesn’t guarantee success.
  Some professionals advice to describe the event as briefly as possible. Others believe that long texts are more engaging and encourage people to spend more time on your event page. There is also a rule: the higher the cost of the ticket is, the more detailed the description should be. But in the end, it’s you who choose the strategy. 
• Avoid too official statements and long sentences.
  This type of descriptions makes people feel bored and sometimes even embarrassed. Alternatively, use clear simple language and add more pictures, videos and infographics to improve the understandability of the text. Highlight the key points and divide the text into paragraphs. Each paragraph should include 3 to 5 sentences with no more than 30 words in a sentence. 
• Add the external links, if needed.
  For example, links to your sponsors, speakers or ticket sales partner. Most of these links redirect the reader to an external page. However, Liveto has a better solution - an event shop smoothly integrated into your event website. Event Shop always keeps the user on your event website and, hence, generates more sales due to the simplicity of the sales process.

Step 3. Make a final check

• Make a proof-read before publishing.
  Ask your colleagues and friends to read the text. How does it sound? Inspiring? Attractive? Informative? What emotions does it make them feel? 

• Check grammar and spelling.
  There are a lot of online tools available for free. For example, GrammarCheck, LanguageTool and Grammarly.
  

Brief description

Once a long version of the event description is done, it’s time to write a brief version. This is the description that is posted on social media, in the announcements and advertisements. It is recommended to write 2 to 5 sentences that answer the following questions:

• What is the event about?
• For whom is the event?
• Why should the person attend it? What is your unique selling proposition? In other words, why your event is better than others? 
• When and where the event takes place?

That’s it! Now you’re one step closer to the success of your event. Just in case, Liveto's team is always here to help your event sales succeed. Contact us here.