Do you sometimes feel like participants skim over your website or emails, completely missing the registration link? Do you receive too many phone calls asking about program and event information? It’s no secret that attention spans are getting shorter and many people are skimming rather than reading, but there are ways you can present information about your event that are more likely to garner attention.
Here are seven writing tips to ensure your words will be read (and get you more registrations):
1. Keep it simple: It can be easy to over-explain—you want to make sure every detail is covered and anyone looking for registration information can find it. But remember that you’ve got about five seconds of attention from your reader before they move on, so write short, concise sentences and only include the most important info.
2. Offer more information on a different page: You’ll notice on Facebook and Twitter that posts are typically short and have a link for more information or the full article. This is how you should write about your programs and events. Keep the important details and benefits at the forefront, and offer another page with more detailed information.
3. Use verbs: Marketing research has proven that people are more likely to take action when you use action words. So if you want someone to register for your event, tell them to! Use verbs. For example, it is much better to say “Register Now” than “Registration.”
4. Throw in some personality: When you write emails or website pages, keep a professional tone but add in some humor and friendliness. You’re offering recreation programs and opportunities in the park or community – what you offer is fun, so should be your writing.
5. Write about what makes you different: You most likely have competitor recreation organizations in the surrounding areas. When you’re writing content for your website, emails, registration form, and other marketing materials, include what’s special about your offerings. How will the reader benefit from your Yoga classes the most?
6. Use pictures: The old saying is true – a picture says a thousand words. Especially considering the popularity of social media like Facebook and Pinterest, which are both very image heavy, it’s obvious that people are very visual and respond well to pics that inspire or interest them. Write short, engaging content to inform participants, but support it with pictures that grab their attention.
7. Break up the text: In the Twitter age, people skim to find information that is pertinent to them. If you write long paragraphs without bullet points or headers, you’ll lose readers and participants.