Copywriting can
be daunting to say the very least. To get one step closer to victory in verbiage, we
have a breakdown of how to write for your next event.
Why
it is important to write correctly
Your brand's
copy is an extension of your brand. You can communicate your brand's values and the
feel of your event to your audience with the right copyrighting. You think you have your audience engaged and
up-to-speed with your brand and the event? Search engines like Google are also audience
members. They are extremely important! Using a few simple tips to help you strategise your
copy (which we'll cover later with the fancy new title Search Engine
Optimisation), will increase your event's visibility and ultimately lead to
greater profits.
How
to succeed in copywriting
Write
for your audience.
The most
important concepts are understanding who your reader and what the core of your
proposition is.
Your brand's
personality or tone will be determined by who your audience is. What does your audience use to communicate with you
on a daily basis? Formal
or casual? You
can be playful or serious.
Once you have
identified who you are going to address and how you will address it, you can
begin to understand the issues you will be addressing.
You are selling
a feature to your target audience. But communicating the benefit as a benefit
to them will help them to understand the direct impact on their lives.
Your first draft
is only the beginning! Do
not be afraid to start with the basics and then add detail or embellishment in
later drafts.
Writing
for Search, Conversion, or Information
Writing
for search: SEO or bust
Search Engine
Optimization, also known as SEO (search engine
optimization), is the art of creating content to positively affect the organic
or unpaid results of your website traffic.
When writing
content you want to be found by the world, keywords are key. Consider what you might search for to find your
event on Google, and then think about what your audience might be searching.
After you have
your keywords selected, ensure that they are used throughout your website so
Google can see that you know what you are talking about. These keywords will appear in your title tag and
headline, which we'll discuss later.
It is also
important to ensure that your page has original content and is updated
regularly. Google
will not allow content from other websites. This is why it is important to make
sure your page has original copy that is different than any copy you may have
on your site.
Conversion:
The magic happens here
The event industry is all about
sealing the deal!
Start your
conversion by telling us a bit about your target audience. Eventless and therefore sad (we might be biased),
or waiting in anticipation of an event that has been teased in the past. This should not be more than one paragraph.
This section
will comprise the most persuasive part of your writing.
We have already
mentioned that the features of your event and your event management services
are what you should be focusing on. However, it is the benefits of these features
that you want to highlight in the bulk of your copy.
To ensure that
your readers trust your brand, you might consider introducing social proofs
statements such as testimonials or examples from other clients.
Information
about TMYK
It is not a good
idea to fly blind to an event. Include a video of past events, or a short interview about the keynote speaker. These will allow your audience to visualize
themselves at the event and increase attendance.
To make sure that
your readers are clear, you can list important details such as dress code, food
and drink options, and schedule in a FAQ section.
Important
Components
Headlines
Headlines are
the "made you look" of copywriting. You want to convey value and relevance to your
readers through the headlines. Keep it concise and to-the-point. Your thesis should be clear and concise.
Headlines come
in many sizes and shapes. Take
a look at the following examples to get an idea of how they sound!
The Handy Title: These are the headlines that explain the
utility of your copy.
The Mysterious
Headline: This
creates suspense in your reader's head. This is best used to describe the things that your
audience can't miss or won't believe.
The Urgent
Headline: Inspires
readers to act quickly before it is too late.
Headline: This tells your reader how easy it is to
achieve the purpose of your copy.
Get
involved
Although it may
seem impossible to create the perfect call-to-action, it is possible if you
break it down into just a few goals.
Your CTA should
be designed to encourage your audience to take action. Naturally, your CTA
should start with a verb. Your
CTA should clearly instruct the reader. This includes telling them what they
should do next, where to go and when to do it (we vote "NOW !').
You might
consider adding multiple action buttons or links to your website. To avoid confusing your readers, choose one clear
and concise CTA that can be found on every button.
Social
Copy
Marketing your
new masterpiece through social media is a great way
to get it noticed.
These should be
brief, casual and easy to read. To make your copy more personal and approachable,
use pronouns such as 'us' and 'our'. Social media thrives on friendship and community.
So let loose and be friendly!
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