Many great event concepts fail due to poor strategies when it comes to event marketing and inviting the guests. Often, there’s either no proper invitation at all (relying on the assumption that the target audience will find their way on their own), the invitation is sent too early or too late, or the messaging is so poorly crafted that no one understands why attending is worth their time.
A strong event concept needs a solid event marketing strategy, including event announcement and guest invitations. Without effective event marketing, reaching the desired number and type of attendees would be nothing short of a miracle. Professional event marketing follows proven rules that drive success. One of the key rules when crafting invitations and promotional materials is acknowledging the ever-decreasing attention span of recipients. As the German Federal Association of the Digital Economy and Newspaper Publishers recently stated, "attention spans are dwindling". As a countermeasure, they called on copywriters and content creators to communicate more clearly.
Event Announcements Must Capture Attention in Seconds.
This is particularly true for invitations sent via email for business events. The flood of emails in the business world continues to grow, with invitations to meetings and events sent almost excessively to decision-makers. However, simply shortening text doesn’t solve the problem. "Brain-optimized writing" is the order of the day to make the most of the limited attention of each recipient.
At this point we would like to give you some useful tips from the German company WORTLIGA, which specializes in creating effective texts. They’ve compiled a list of 9 tips to improve the performance of informational text, including event invitations in the B2B marketing context:
- Keep it short and simple: Readers want quick, clear, and easily digestible information.
- Create urgency: Show readers what they might miss out on if they stop reading.
- Provide "dense" information: Use bullet points, tables, or graphics instead of long paragraphs – they help readers grasp the essential information faster.
- Highlight important info: Use bold keywords and links to draw attention.
- Use meaningful headlines: Headlines should clearly convey the content, rather than being vague or overly clever.
- One idea per paragraph / text section: Simple, clear paragraphs help readers stay on track.
- Visual aids: Images and videos make complex content easier to understand and maintain attention. (In the context of event marketing, images are also crucial for conveying the atmosphere and emotional value of the event.)
- Make longer texts easy to scan: Clear sections, headings, and visual elements make it easier to skim through.
- Always consider your target audience – optimize the readability "target group-specific".
You can find many more tips for improving text on the German WORTLIGA website. They also offer a (registration-required) online tool that helps analyze and optimize texts for specific target groups, as well as various training opportunities on writing.
Editor’s Note: It doesn’t always have to be an email or letter. Invitations sent as postcards are a refreshing change in B2B marketing. The limited space on the back forces brevity. Nevertheless, the main highlight of the event should be included, along with a link to a website for further information. Our "Recipe Book for Creative Business Events", available as a 124-page eBook (in German language) on our event marketing community platform EventMaster.Club, offers many more tips on the topic of event marketing.
Cover Image (Collage): eventmasterbook.de Editorial Team (photo / source: canva.com)
Related Topics: Event Marketing, Event Invitations, Event Announcements, Writing Invitations, Email Invitations, Written Invitations, Better Writing, Invitation Texts, Event Programs, Event Marketing Strategies, Copywriting for Event Marketing
Summary: A quick guide on event marketing, with "More Attendees" as the goal. 9 tips for effective invitation texts and impactful event announcements.
Please note: this text is a translation from the German original version at EventMasterBook.de: 9 Tipps für gute Event Einladungen – Besser Texten
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