If people don’t attend your event, you’re dead. Audience activation begins with the very first invitation. It doesn’t matter if it’s a conference for 5,000 people or a corporate meeting for 50 – the invitation isn’t about information. It’s about marketing. It’s designed to attract attention, build interest and trigger action. So write better event invitations and build attendance.

Here’s how I design meeting invitations that increase attendance. You can use your computer, but I find it’s easier to just grab a pencil and a yellow pad. Draw a couple of lines to divide the page into three sections. Horizontal or vertical, it’s your call. Now write this information in each section.

Section #1 – Attract Attention

The Event Promise

Instead of just announcing the name, deliver an immediate benefit to the attendee: “Lead for Success – Take Your Organization to New Heights”

Event Name & Date

Remember you’re marketing, so give it some juice. If you have to use an event name like “2013 XYZ Leadership Conference,” give it a subtitle with action – “Making Your Mark.” Don’t go into great detail on the location or venue unless you’re in Pago Pago.

Section #2 – Build Interest

What the Event Means

It’s essential to include two or three powerful sentences about why the event matters – why it’s important and valuable to the reader. Make it human. Explain the meeting in a way that makes people care.

The Benefits of Attending

Target the specific audience. If there are several, customize it.

•  What will they learn?
•  What will they do?
•  What will they experience?
•  Who will they meet?

Make this a series of bulleted value statements. Spell out exactly what’s in it for them. Make these bullets very short and focused.

Section #3 – Encourage Action

How The Event is Different

How is this event different than other events or last year’s event? Why was the person invited? Make your recipient feel special. Attendees want to feel selected … part of an exclusive group. Give them two strong reasons for registering immediately.

Easy Registration Details

Make it fast and easy. All you want from the invitation is a “Yes” or “No” decision. Don’t make people work too hard to attend your event. Focus on the key information only. Give them a clear incentive for registering early and online. If you want to survey the attendees, do it as a follow-up. If registration takes much more than 2-3 minutes, it’s too long.

Polish, Proof and You Are Good To Go

Okay, 75% of the work is done. Now go back and simplify. Eliminate any unnecessary details. If you have to go into a long explanation to try to establish the value, eliminate the point. Try reading it out loud. If it’s easy to hear, it’s easy to read. Once it’s short, polished, proofed and clear, you can have your graphics designer make it look great.

Audience Activation

Have you ever wondered why people decide not to attend? It’s usually either because they don’t care or the event feels like too much work. If people don’t have an emotional investment, they won’t attend. If it’s their job to be there, you may have their bodies in the seats but their minds will be somewhere else. Audience activation comes from a personal and emotional connection to what the event is about, what it means, the benefits of attending and the value of the experience.

The next time you prepare an invitation, try the three-section plan. Remember, your invitation is marketing. You want to motivate a select group of people to take a very specific action. Keep it focused and human – and you’ll be on your way to increasing attendance and engagement.

If you want to know more about building audience engagement and attendance just click on CONTACT US and get in touch.

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