Tips for Picking the Best Title for your Event
By Jenny Hamby, the Seminar Marketing Pro™
Certified Guerrilla Marketer and Direct-Response Copywriter
Crafting a name for your seminar, workshop, or webinar can be a challenge for even the most experienced event promoters. As promoters, we want to be clear and informative, yet original and exciting.
A lot of promoters have trouble balancing these different factors while also creating short, clear event titles. In this article, you’ll learn which key information should be considered when creating a name for your event, and how to make your title stand out from the rest.
What information should you include in your event title?
Creating event titles requires an extreme economy of words. Only essential information should be included in the main title, with a slightly lengthier subtitle filling out the information that could not be included in the main one.
The 3 questions event promoters should answer with their event title are:
#1 Who should be attending?
Seminars, workshops and webinars are targeted events, and the audience you’re seeking should be named in your event title.
#2 What’s the topic?
Along with naming the intended audience for your event, you should clearly specify your topic. This will further enhance the specific attractiveness of your event in the eyes of potential attendees.
#3 What’s the benefit?
Potential attendees want to know what the benefits of attending your event will be. While the topic may interest them, you should also let them know what they’ll gain from your seminar, workshop, or webinar.
To fill event seats, event promoters need to define their target audience and then motivate those individuals to attend. These 3 aspects work synergistically in a title to do just that.
Other aspects to consider when naming your event
- What’s new about your event?
With a huge number of events to choose from, potential attendees will like to know what is original and different about your event. In the title or subtitle, when appropriate, you can detail the novel aspects that make your seminar, workshop, or webinar a can’t-miss event.
What’s novel about your event? What information has been recently updated? This is the aspect of your seminar or workshop that will be most exciting to veteran marketers. After all, no one wants to take the time to hear information they already know.
- Test different names?
Maybe you have several different potential names for your event in mind. How can you be sure to pick the one that will resonate the most with potential attendees?
Trusting your gut feeling isn’t necessarily a bad thing, but having some hard data to back up your choice of event title never hurts.
There are several ways to make sure you’re choosing an event title that clicks with your audience and fills chairs. You could try sending out a small email poll of different event names to your client list and let them choose which one they like best.
You could also try a Google advertising test (run PPC ads), putting both event names up in order to see which ad pulls in the most clicks.
You could send out a small email poll of several possible event names to your client list to see which name appeals most to them. This can benefit you both in the short and long term as you will not only choose a more effective event name, but also better understand the preferences of your target audience when crafting future event titles.
- Consider a shorter title and a longer subtitle
Long event names are confusing. Your event attendees will be less interested in your events if the names are difficult to read or too verbose. Keep the event title short and impactful, in the one to five-word range. It should hit the main points while being succinct enough that it’s not a pain to have to repeat it every time you say it.
In a longer subtitle, you can develop the ideas of the main title in a way that acts as an informative teaser for your event.
Creating an event name doesn’t have to be overwhelming. Taking all these factors into account should remove some of the pressure when crafting your titles and help you create punchy, informative, and appealing event titles and subtitles that will fill those seats at your next seminar, workshop, or webinar.
Jenny Hamby is a Certified Guerrilla Marketer and direct-response copywriter who helps speakers, coaches and consultants fill seminar seats and make more money from their own seminars and workshops. Her on- and offline direct marketing campaigns have netted response rates as high as 84 percent … on budgets as small as $125.
To explore how Jenny can help you generate more registrations and profits from your seminars, workshops and webinars, book a 30-minute complimentary discovery session.