Who Hits the Snooze Button Upon Seeing Your Event’s Title?

Posted on Mon, Feb 11, 2013 @ 16:02 PM

Two identical events are offered under different titles: 

  1. What to Expect When You’re Expectorating
  2. The Science of Phlegm

One sounds interesting, and the other would bring on torpor quicker than a Thanksgiving turkey.

image of lady hitting the snooze button on her alarm clockWe often use event titles out of habit, e.g., “Monthly Parenting Class,” forgetting the importance descriptive, interesting titles play in generating interest. We frequently repeat a course title when we could craft a more compelling heading that might share what the participant can expect to learn. We sometimes fall back on our own organizational-speak that is unrecognizable to a potential registrant, such as “Ideations on Cognitive Dissociations as Related to Post-Adolescence,” which would sound better if it were “Five Ways to Get a Teenager to Put Down the Xbox and Pay Attention.”

If you provide a specific program aimed at a niche audience or one that requires mandatory participation, your efforts at crafting more compelling titles may not be necessary. However, a little effort crafting a strong title can go a long way, if you need to fill as many seats as possible.

Think like a copywriter creating a marketing brochure, or a writer seeking eyeballs for a blog. Use active verbs, strong adjectives, a clever turn of phrase, a challenge, an offer, a question – anything relevant to the event that plants that hook or makes a pitch for their attendance. Start with basic tips in headline writing.

More tips:

  • If you administer events that repeat, AB test two titles for the same event to determine which works better
  • Don’t use title words that end in “gogue,” e.g. “Pedagogue”
  • Don’t use words that begin with “Peda,” e.g., “Pedagogue”
  • Don’t deploy trendy but worthless words or phrases such as “ideate,” “incent,” or “trending”
  • Don’t write a headline that can’t fit on one line
  • When appropriate, quantify, e.g. “50 Ways to Weave Your Cover”

Just as it is common to write a nice blog that isn’t read much due to a nondescript headline, your event can suffer without an optimal title. Don’t over-embellish, but do convey the value your programs or events offer.

As always, if you have questions about registration software, ABC Signup or even headline writing, shoot us an e-mail or give us a call (866.791.8268x0).

Topics: online registration software, registration software, event planning, event marketing