How do you write a clear and concise event description that highlights the value proposition?

An event description is more than just a summary of what, when, and where your event is. It's also a powerful marketing tool that can attract and persuade your target audience to register, attend, and share your event. But how do you write a clear and concise event description that highlights the value proposition? Here are some tips to help you craft a compelling invitation that showcases the benefits and outcomes of your event.

1 Know your audience

Before you start writing, you need to understand who your ideal attendees are, what their needs and goals are, and what motivates them to join your event. This will help you tailor your message and tone to their interests, preferences, and expectations. You can use tools like surveys, interviews, or personas to gather insights about your audience and segment them into different groups based on their characteristics.

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2 Define your value proposition

Your value proposition is the core of your event description. It's the statement that explains why your event is worth attending and what value it will deliver to your attendees. It should answer the question: what's in it for me? Your value proposition should be clear, concise, and specific, highlighting the main benefits and outcomes of your event. You can use a formula like this to craft your value proposition: [Event name] is a [type of event] that helps [target audience] [achieve goal] by [providing solution].

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David T. Stevens®, PMED

Host of "Return on Wellness" | Wellness Architect | Award Winning Keynote Speaker | 6x Fittest Male #EventProf
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This is key. Writing an event description is no different than trying to sell a product. You language needs to convert urgency, value and differentiation to be compelling enough to click that register button. Also, ensure your agenda is present and sessions list what the attendee can expect to take away from any given session. Aka learner outcomes.

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3 Write a catchy headline

Your headline is the first thing that your potential attendees will see, so you need to make it catchy and attention-grabbing. Your headline should summarize your value proposition in a few words and spark curiosity and interest. You can use techniques like asking a question, making a promise, using numbers, or creating urgency to craft a catchy headline. For example: How to Boost Your Productivity and Happiness with Mindfulness: A Free Online Workshop.

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4 Use clear and concise language

Your event description should be easy to read and understand, avoiding jargon, acronyms, or vague terms. You should use simple and direct language, short sentences and paragraphs, and active voice. You should also use bullet points, subheadings, and images to break up the text and make it more scannable. You should focus on the benefits and outcomes of your event, rather than the features or details. For example: In this workshop, you will learn how to: - Reduce stress and anxiety with mindfulness techniques - Improve your focus and concentration with breathing exercises - Enhance your creativity and problem-solving skills with meditation.

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Matthew Serafin

Strategy and Business Management, JPMorganChase Commercial & Investment Bank
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Less is more. A good gut-check tip is to see if your description answers the five Ws: Who, What, When, Where, Why. As long as each is addressed in some way, everything extra is fluff.

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5 Include a clear call to action

Your event description should end with a clear call to action that tells your potential attendees what to do next. You should use a strong and specific verb, create a sense of urgency, and emphasize the value of your event. You should also make it easy for them to register or sign up, by providing a link, a button, or a form. For example: Don't miss this opportunity to learn how to boost your productivity and happiness with mindfulness. Register now and secure your spot for this free online workshop.

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Aimée Sturley

Holistic Health Practitioner | Owner at Pure Harmony
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I like to use a consensual approach. One example of this is creating a CTA with a proposition to connect. For example: "In this workshop, we're going to be doing a deep-dive into how to communicate how truly awesome you are. I'd love to see you join us and learn how to come out of your shell so the world can benefit from your skills and wisdom! If that's something you'd like too, then click below to register. Can't wait to see you there!"

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6 Proofread and edit

Before you publish or send your event description, you should proofread and edit it for grammar, spelling, punctuation, and clarity. You should also check if your event description matches your event title, value proposition, and audience. You can use tools like Grammarly, Hemingway, or ProWritingAid to help you polish your event description and make it more effective.

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Matthew Serafin

Strategy and Business Management, JPMorganChase Commercial & Investment Bank
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In my experience, it is always helpful to have someone read through your drafts before publishing — especially if your proofreader is in the same industry or field — because no matter how many times we can proof our own work or run it through a program, there is nuance that can be missed or misinterpreted.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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David T. Stevens®, PMED

Host of "Return on Wellness" | Wellness Architect | Award Winning Keynote Speaker | 6x Fittest Male #EventProf
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Don’t forget a Justification Letter. This is something the attendee can show to whoever is approving their budget. This not only helps you define the real value of your program but conveys to your attendees that you genuinely are going to provide them value.

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How do you write a clear and concise event description that highlights the value proposition?

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1 Know your audience

2 Define your value proposition

3 Write a catchy headline

4 Use clear and concise language

5 Include a clear call to action

6 Proofread and edit

7 Here’s what else to consider

Event Planning

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How do you write a clear and concise event description that highlights the value proposition?

1

2

3

4

5

6

7

1 Know your audience

2 Define your value proposition

3 Write a catchy headline

4 Use clear and concise language

5 Include a clear call to action

6 Proofread and edit

7 Here’s what else to consider

Event Planning

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