During this time of uncertainty, it’s more important than ever to make sure your event page has a clear message. After all, it’s one of the biggest marketing tools you have to convince people that your event is both welcoming and safe – whether it’s taking place online or off.

Setting up a free event page via Eventbrite is simple, but content writing for events can be a little daunting. Putting the details in the right order, finding a strong angle, and generating excitement is all part of the art of copywriting. Here are our top tips on putting together the perfect event write-up.

Make key content shine

Every event page should be unique. That said, you should always include a few pieces of key content. This will help you to develop the structure of your page and make your listing appealing to potential attendees.

Good event page design starts with writing a blurb, which is usually one or two sentences. Think of it as your elevator pitch. How would you describe your event to someone in less than a minute?

The blurb should be followed by a few paragraphs explaining your event. The best way to think of it is as a reverse pyramid: Put the most important information at the beginning. These are the basic details, such as theme and schedule, that will help people understand whether the event is for them.

You want to make sure your message is inviting, so be enthusiastic. Think about the event and ways it might benefit guests. Maybe they will learn a new skill, boost their fitness, or simply have a chance to let loose.

Now read what you’ve written out loud. Is it easy to understand? Short, snappy sentences and simple words are easier for people to read, so try to avoid flowery language. It’s also a good idea to break up your text into short paragraphs. People tend to skim-read online, so make sure your content is scannable.

Finish with a compelling call to action that encourages people to register or buy. And make sure your contact information is clear so that people know who to get in touch with if they have questions.

Get inspired

One of the best ways to hone your copywriting skills is to look at what others are doing and imitate them – while adding your own spin, of course. We’ve compiled a few examples of Eventbrite events with excellent copy to provide the inspiration you need to get scribbling.

English Whisky Society Virtual Festival

The creator has nailed their elevator pitch, starting the listing with a single sentence description of their event’s unique selling point: “Our first ever festival, exclusively celebrating English Whisky and the distilleries behind the liquid!” They go on to highlight key details in bold throughout the copy so that potential attendees’ eyes are instantly drawn to important information.

They’ve also clearly listed what’s included in the ticket price to show value, and are upfront about what isn’t included to avoid disappointment. A strong call to action – “Only 90 packs available for each session. Book early to avoid disappointment” – creates a sense of urgency and encourages the reader to book now.

Stamina Sunday Dance Fit Workout

The listing begins with the call to action, “Let’s wuk up and work out,” before clearly explaining the benefit of registering by telling guests that “it’s time to feel good and look great.” The elevator pitch ends by briefly describing exactly what the event is, featuring everything from trap to Afrobeats.

The event creator has successfully appealed to their target audience by using playful and empowering language such as: “All you need is your fabulous self.” And they end with the nitty gritty, yet vital, details, such as where to find the invite link and the start time in various countries.

Scream Virtual Murder Mystery

A great example of how to immediately set the scene, this murder mystery challenge uses an enticing blurb: “It is the night of the Monsters’ AGM and their leader, the notorious Granny, is going to announce her retirement.” It then moves on to discuss what sort of characters we can expect to meet along the way, and reassures the audience that it’s family-friendly.

Potential guests are given plenty of information about what to expect throughout this six-day challenge, allowing them to confidently secure a booking. Plus, there’s plenty of FAQs and reviews for past performances at the end to really seal the deal.

Tips and tricks

There are few things more frightening than a blank page, even for experienced writers. But if you remember these copywriting tips, it’ll be much easier to write a fantastic events listing:

  • Keep it structured. Have a clear beginning (elevator pitch), middle (an in-depth explanation of your event), and end (admin details and a call to action).

  • Be enthusiastic. Really unpack the features and benefits of your event so that readers know it’s unmissable.

  • Make it easy to read. Use short sentences, simple words, and plenty of paragraph breaks.

  • Consider your audience. Will slang resonate with them, or do they prefer a more formal tone of voice?

Once the writing part’s out of the way, the next step is writing a marketing plan for your event and choosing how to promote that event. Whether you want to encourage people to visit your event website or are looking to consistently sell tickets, sharing is key.