Staging event is an important responsible matter, which requires special abilities.

Oftentimes, event planners are so engaged in a process of organizing that they do not pay due attention to drawing of participants attention to an event.

Moreover, it is important not to simply inform a target audience about an event but to convey a message in the right manner, to convince of importance and usefulness of the event coming up.  

How to draw up a text, which can come upon as many participants as possible?

There are hundreds of events happening around us daily.

Summits, conferences, master-classes, lectures and webinars. How not to get lost in it, to draw attention and create something truly original?

How to tell about an event so you made a fuss about it and gather a maximum number of guests?

All it takes are four fundamental steps.


STEP 1. Define the target audience for the event

Even if you can describe your target audience late at night with your eyes being closed, you need to define it all over again for each event.

At least in order to understand for whom you are arranging it.


To begin with, think about what specific problems your event solves.

Ask yourself, what troubles your clients on the subject? What are they thinking about, what to be afraid of?

Do research on the topic until you get replies point by point.

It is very simple to check how deep you analyzed the problem.

See whether there are enough details you *dug out*, so readers could recognize themselves within those details.

If it is yes, you can move on.


Now you need to create an *avatar* of your content, a detailed description of a person who is going to be interested in this meeting.

Answer the following questions to create an enlightened profile for your target audience.

  1. What is your client’s name?
  2. What makes him/her happy/upset, what emotions and feelings are important for him/her?
  3. What does s/he do for a living, how much does s/he earn?
  4. Describe an average day of your client.
  5. Where does s/he study, work, rest and spend free time?
  6. Which city does s/he live, in what apartment, how does s/he get to work?
  7. The social status of your client, a phone model and a car.
  8. Where does s/he live — in a house, apartment or a room?
  9. What newspapers and books does s/he read, what movies, TV-programs and series does s/he watch?
  10. What groups and pages in social networks is s/he subscribed for?
  11. What is his/her communication style — free, calm, cheeky or discreetly? Does s/he like humour, prefer to focus on one’s status, upbringing or something more?
  12. Describe the life of your client until your event: what problems made him/her come?
  13. Describe a client after acquaintance: in accordance to which parameters one can tell that the problem of the client is solved and goals are achieved?


Maximally detailed answers come in handy in order to understand clearly whom you write texts for and for whom you tune ads.

The better you understand your client, the less hit probability is for an event from random people, and the most likely maximum reach is.


STEP 2. Make up an event title

To give an original, engaging and memorable name to an event is already half of success.

A good part of clients will not even read your ads without a good title, and an event will glide.

The name should help an audience to evaluate how useful and interesting an event is.

Choosing a name, try to use the following approaches:

1. Promise a profit

Tell a client what results s/he is able to achieve on the event.


2. Draw a nice picture in the head of a client

Come up with a name, which momentary cause emotions and create an atmosphere of an event.


3. Use figures and facts

People want to know which result and during what time they can come up to.

Help them to understand the value of your event with the help of figures and facts.


4. Define your target audience within a name

In order for readers to be able to estimate how an event is interesting for them, point out in the title for whom it was created.


Connect with some interesting stories
Use anecdotes to connect with your target audience


STEP 3. Connect with some interesting stories

Now when you know what an event will be like, it is time to remember all the stories from your life on this subject.

They may be funny, sad, cheerful or horrible.

The main thing is them to cause emotions.

It would be better if it was a story about how you faced similar problems and solved them and how it shakes out.  

You are going to tell these stories in social networks in order to catch the interest of potential clients and invite as many people as possible over an event.


STEP 4. Write texts

When all the necessary information is gathered, proceed therewith the texts.

Description of an event

If you just have started writing, there is no need to discover the continents again or to use too difficult schemes of selling texts.

Equip oneself of dear old AIDA structure.

In accordance with it, your text will consist of four sections: attract attention, excite interest, develop a desire, and press to act.

1. Attract attention

Title and the first sentence in the text should attract your target audience shortly as Don Juan attracts a kid.

As a result, it should be unquestionable for a reader to keep on reading or not.  


2. Generate interest

The simplest way to excite interest is to please a reader or hurt him/her.  


  • To please

Draw a beautiful picture at your client`s head of how s/he will find out many new things, find an answer to questions, meet interesting people and spend a good time at the event.


  • To hurt

Describe your client in the situation of an unsolved problem in three sentences (BEFORE), and then draw a positive picture in the next sentence of him/her being happy because of the solved problem (AFTER).


3. Develop a desire

Fill in the date, time and location.

Write down 5–6 main questions, which are going to be highlighted at the event itself.

Tell what a person is going to learn and what emotions s/he will get because of the meeting.

At that, it is important to reflect four main changes within the text, which are going to happen with a guest after the event.  

  • What s/he is about to find out.
  • What s/he is about to learn.
  • In what way is his/her status about to change (mother was bad — became a super mom, was a beginner and doubtful entrepreneur — became more confident after the event).
  • How his /her day is going to change, (a client was in panic and worries before and now s/he knows for sure what to do next).


4. Press to act

Write down what a reader should do: to become a member of a group, press the OK button at the event, send an email or buy a ticket.

A reader can be pressed to one act only!  


Post for a personal account in social networks

When the description of an event is ready, it is time to write up an announce on your personal page.  

The structure of the post:

1. Begin with your personal story. Describe how you faced this problem and solved it. The more emotions, details, heavy falls and dizzy climbs are going to be in the story, the better. In addition, do not forget about a happy conclusion!


2. Slip to the fact that you want to help a reader solve his/her problem and invite over an event.


3. Describe 5–6 main issues, which are going to be highlighted at the event.  


4. Tell about yourself. Especially point out achievements, which emphasize your expertness.


5. Invite readers to switch to a page of the event and find out about the event a little bit more.


A post after the event

You need to get ready in advance in order to write a good text after the event.

To begin with, gather all the figures and facts about how many people took part, what has been done.

Do not forget to ask participants to leave feedback, and then choose the most interesting moments.

The structure of the post:

  1. Begin the text with the most interesting feedback.
  2. Take a few brightest sentences. Describe an event briefly.
  3. Share emotions and conclusions guests jumped up to.
  4. How their life changed after the event, what opportunities you opened before them and what is waiting for them in the future.
  5. Do not forget to invite a reader to visit your other events at the end of the post.  


If all the texts are ready, it is time to post announces of your events!

Keep in mind that not all the recommendations on writing texts are hard.

Show creative, adapt texts to peculiarities of your target audience and do not forget about humour.


About the author:

The article is written by Melisa Marzett from review my cv who is an excellent author of hundreds of well-researched and creatively written guest posts. She knows a lot about writing and is able to perfectly create wonderful content to market any upcoming event. Melisa Marzett writes texts for event promotion and helps dozens of entrepreneurs to find their clients with the help of useful and interesting content.