How to Write an Event Listing That Sells: 10 Actionable Steps

Event listing websites are a great way to get the word about your event out there.

Not only can you piggyback off of their website traffic, but it also adds an element of credibility to your event.

You won’t be alone, however. There are plenty of other events on offer. Only the most interesting ones will catch the eyes of the casual browser.

Your event listing needs to grab the attention of visitors and tell them everything they need to know. More importantly, your listing needs to sell your event to them.

We’ve put together a quick guide to help you make that happen. Some of the tips are common sense, while others are not so obvious.

Read on and learn how to write an event listing that sells your event.

1. Use a captivating image

The image for your event listing is the first thing people will notice. Make it count!

It’s not always easy to stand out from the crowd, so have a look at your competition. Make a note of which images grab your attention and what they have in common.

You can use your business logo (if it’s a cool one) or a money shot from one of your previous events. Stock photos should be a last resort, as other events might be using the same ones.

If you’re creating an event series, it’s a good idea to keep the images consistent. If your business has a particular colour scheme, your images should also align with that.

Your image, along with your title, will be what makes people curious and click to find out more.

2. Write a catchy title

The title will be the second thing people look at before they decide to investigate further.

It doesn’t have to be sensational, hilarious, or mind-blowing. It just has to get people curious about your event. Your event description will do the rest (more on that in a bit).

Keep the title short and sweet, but don’t omit any important selling points.

“Live Music Event” is short and sweet, but doesn’t tell us a whole lot. “Live Jazz Evening in London (featuring the Bottomless Brunch Quartet as the headline)” is more descriptive and includes a selling point.

3. Include all relevant information

The description in your event listing should first and foremost be informative. Remember to include all the W’s in the description:

• What the event is about
• Where it’s taking place
• When it will happen
• Who the event is for
• Why the event is simply unmissable

Addressing the W’s is a bare necessity, but your attendees may have more questions. Try to answer as many of them as possible in advance.

The points you should also cover in your event description include:

• Your cancellation and refund policy
• Any age restrictions
• Dress code (if applicable)
• What is and isn’t allowed
• Line-up of performers or speakers
• Recaps from previous events
• Transportation options
• Other relevant venue information
• Frequently asked questions

Put yourself in the shoes of your audience and think about what you would want to know.

4. Write compelling copy

Your event listing is not only a space for practical information. It’s also your chance to show people how excited you are about the event.

Use the space to outline how much you look forward to the event and why you think people will love it.

Tell people what they can expect to learn, what they will experience, and how entertained they will be.

If possible, you also should include some social proof. That could be in the form of customer testimonials or social media comments.

Finally, it’s important not to assault the reader with a wall of text. Break your copy up into short paragraphs so it’s neat and readable.

5. Keep SEO in mind

Search engine optimisation (SEO) is not exclusive to your website and blog. The same techniques you apply to your other content should be used in your event listing.

Research the relevant keywords people use to search for events like yours. Then include them in the copy of your listing.

Again, it can pay to look at what your competitors are using in their event listings. See if you can steal some good ideas or find inspiration for alternative keywords.

You should also include the most important keywords in the title of your event listing. That way, you’re sure to maximise your exposure.

6. Keep it professional

Your event listing is not only a representation of your event — it also reflects on you and your business.

Make sure your copy is free from tpyos and grammmatical errors. Don’t use inappropriate slang or txt speak, and DON’T WRITE IN ALL CAPS.

Professionalism shows that you’ve put thought into your event and pay attention to detail.

How can people expect a well-organised event if your listing is sloppily written or full of mistakes?

7. Use a video to show off

A captivating image and compelling copy are great, but a video is better. Nothing demonstrates more clearly what your event is about and why people should attend.

The video in your event listing could include the speakers or performers in your line-up. It could also be a quick run-through of the event venue.

If you’ve put on similar events in the past, don’t be afraid to add some footage from them in here as well.

It doesn’t have to be a Hollywood production. Most newer smartphones are equipped with adequate cameras that will do the trick nicely.

Bonus tip: Add some nice music that reflects the mood of your event to the video.

8. Include a map

You can make life really easy for people who are interested in your event by including a map.

Many sites allow you to embed Google Maps into the event listing. Readers can then simply click on the map to open the app on their phone and away they go.

9. Get social

As always, it’s important to include links to your social media profiles. It’ll make it easier for visitors to share your event with their friends online.

10. Use tags

Most event listing websites will ask you to use a category for your event. That makes it easier for people to find when browsing the site.

Billetto also allows you to allocate three additional tags for your event. Use them to narrow down your event and increase your exposure to the right audience.

Quick recap

Congratulations! You now know how to write a great event listing that sells. Here are the main points you need to remember:

• Use a captivating image
• Write a catchy title
• Include all relevant event details (and a map)
• Write copy that gets people excited
• Use SEO practices and tags to maximise your exposure
• Include a video for social proof and extra engagement
• Add links to social media so people can share your event

Apply all these tips to your event listing and you’ll be sure to make a great first impression.

Good luck with your event!