Event Planning - Event Marketing (Part II)

Creating compelling event titles that attract interest

One effective way to make a strong impression is by having an attention-grabbing headline. A compelling headline can greatly increase the number of attendees. It serves as the initial point of contact for potential participants even before they delve into the event details. When sharing on social media, individuals will come across the event headline first and make a decision on whether to click based on its appeal.

Devote a considerable amount of time and effort to crafting your event title. A captivating title captures people's attention, increasing the likelihood of them clicking on the event to explore the details. Without an intriguing title, individuals may not click on it, skip reading the event description, and ultimately decide not to attend. This lack of engagement can go unnoticed, leaving you perplexed about the low turnout. Frequently, the primary reason for poor attendance is the lack of an enticing event description. Fortunately, this issue is easily rectifiable.

Here is a list of copywriting tactics you can use immediately make event headlines sound better:

• Promise amazing benefits or achievements

• Show the event's uniqueness and originality

• Name-drop (in a professional and non-pompous way)

• Act as an authority

• Use numbers or percentages

• Use social proof

• Use scarcity

There are various excellent options and methods to enhance the appeal of a headline, depending on the nature of your event or event series. One technique that I particularly like is scarcity, which involves creating a sense of rarity by indicating that the event is unique and will not be repeated for a considerable period. I applied this approach to the shipwreck hikes by highlighting that these hikes were taking place during uncommonly low tides.

Here is an example of a headline I used: "Shipwreck Hunt Hike During Rare Low Tide." The use of "Rare Low Tide" indicated that this is not a common occurrence, but rather a special event. It indicated that taking advantage of this opportunity was important to not miss out.

Since the title of your event is the hook that grabs people's attention, let's do a few exercises and take four uninspiring headlines and make them much more attractive.

Uninspiring headline 1: Group Hike

Uninspiring headline 2: Learn Programming or Technology

Uninspiring headline 3: Fasion Event

Uninspiring headline 4: Party

Before enhancing these four headlines, I suggest practicing on your event title. Review your previous event's headline, or if you have not hosted an event yet, craft one quickly - a headline should be concise. Do not dwell too much on your first attempt as we will refine it later. Once you have your headline, continue reading and apply the upcoming principles to improve it.

Uninspiring headline 1: Group Hike

New version of headline 1: Group Hike During Lowest Tide of the Month to Find Hidden Shipwrecks

Describing something as "Shipwrecks" gives it a distinctive, creative, and captivating quality. The term "Low Tide" introduces an element of intrigue. Furthermore, "Lowest Tide of the Month" conveys a sense of rarity, as it is an event that shouldn't be missed, otherwise one would have to wait for another month. By incorporating these three aspects, a title that might otherwise go unnoticed is transformed into something noteworthy.

Uninspiring headline 2: learn Programming or Technology

New version of headline 2: Learn the New Google-Originated Programming Language, Agreed By Top Programmers to Be the Programming Language of the Future

Although slightly lengthy, this updated version contains several positive aspects. It incorporates name-dropping with references to Google and leverages social proof by stating that top programmers concur that it will become the primary programming language in the future. Furthermore, it exudes an air of mystery, uniqueness, and memorability by emphasizing its future status as the leading programming language. The crucial aspect is to accentuate the key components of your event.

Uninspiring headline 3: Fasion Event

New version of headline 3: Fashion For Fall 2030 By NY Fashion Week's Top Editors - Only 10 Exclusive Passes Available.

By incorporating social proof, authority, and name-dropping with references to NY Fashion Week and top editors, this headline enhances its credibility. The use of a future date heightens its appeal, while limiting the availability to just 10 passes creates a sense of scarcity that grabs the reader's attention. The initial headline "fashion event" failed to convey the event's significance. However, by adding specific and essential details, the headline becomes more engaging and intriguing.

Uninspiring headline 4: Party

New version of headline 4: Party with Top DJ MegaCoolBro Who draws Top Celebs, Only in Town for 1 Show

Although the term "party" is inherently exciting, without any context about the event or its purpose, it may not capture the attention of the desired audience. To enhance the appeal, we have included the name of a popular DJ (fictional in this case) and referenced well-known celebrities. Additionally, creating a sense of exclusivity by highlighting that the DJ is performing only once in town adds a level of intrigue. These strategies are designed to attract the specific crowd you are targeting.

Consider attempting this exercise by enhancing the headline from your previous event or crafting a new headline for your upcoming event. You don't need to incorporate all the copywriting techniques we discussed simultaneously. Just select the ones that suit the event you're organizing the most. Keep in mind to make it specific, attention-grabbing, and unforgettable.

Once you decide on a great event title that generates strong interest, you will have more people clicking on your promotions and landing on your event page where they will see the event details.

Genadinik, Alex, Event (2014) Planning: Management & Marketing For Successful Events, Kindle, ISBN: 1519178204, 

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