How to Write Compelling Copy for Your Event
If you feel as though you need to work on your writing skills, you are not alone. Coming up with compelling copy is a skill which needs to be constantly honed and adjusted according to feedback and results. Good copy has to be clear and concise, easily understood and read, and it must also compel your readers to action!
Here are some tips on working out exactly what to write in order to achieve the best response from your copy…
Research. Potentially most of the work you will do with your copy will be done before you even start writing! You need to find out and understand as much about your target market as possible, so that you can highlight in your message what is special and importantly what will appeal to them. Research your demographic, consider who is the most likely to want your product, and target them. Creating this buyer persona will help you in highlighting the benefits most appealing to them.
Make your prospects feel as though they are special and receiving an offer not available to everyone. It is much more likely to inspire action if they think the offer is exclusive. Make your prospects also feel the need to act- a list of features will appeal to a prospect’s brain, but making them feel emotions is more likely to get them to act and sign up for your event.
Time is a factor. If people read your copy and think it sounds like a fairly good offer but that they can come back to it later, they may never convert. You need to create an unease about waiting, and let them know that there is a time frame for this offer and if they don’t act now, they may miss out or lose their seat. A good way to do this for your event is to create an Early Bird ticket, where they can see the cost of a normal ticket vs the Early Bird, therefore seeing the value they get in signing up early.
Choose your words carefully. Avoid using words or terms which are vague, redundant, subjective or make you seem unsure about what you are saying. Some examples are; almost, amazing, better, maybe, perhaps.
Consider the length. There is no strict rule on whether you should use more or less copy- it should really be just as long as it needs to be! Sometimes it can work that the more expensive the item or event you are trying to sell, the longer the copy may need to be so you can explain the benefits and describe why your customers need this product. Similarly, if it is not a huge commitment, decision or price to pay, less is more. Sometimes it may even be better to keep it simple (remember K.I.S.S.) and enter a URL or website for those who may want to learn more and investigate further. Also when your audience or target market is limited and specific, the amount of copy needed will be less, as it is easier to talk to one person than many.
Stick to one main idea throughout and don’t deviate, as this will dilute the message and increase the length of copy unnecessarily. If you have several ideas that you are thinking of addressing, choose the biggest problem you will solve, and go from there. You can use a story, quote or current event if it helps connect with the reader, but only if they are kept as short as possible, and it directly supports your claim.
You may also like to include a guarantee that will reduce the perceived risk of buying or signing up- this will make your customer trust more in your event or product, and make them more comfortable moving forward.
Check and test! Go back through your copy, and remove any unnecessary terms, words or ideas, or any terminology that your potential customers may not understand. It is also vital that you check for mistakes, as this is a reflection of your professionalism. You can then go and test your copy to see what the response is like, and edit where needed. This may include changing the header, or trying out a few alternatives to see which is preferred and gets the best reaction.
If you are using all of the right methods, it should be noticeable in your results, and try to be always be open to adjusting- even during your promotional period if needed. As long as you keep your focus, your copy will also remain focused. Ultimately, if your Call to Action is to sign up for your event, the focus of your copy will be clear to you, but you must always make sure that it is clear to the reader, and that they feel the need to act.