How to Use Words on Your Event Web Site . . .
It’s Not About You!
One colossal mistake made on most web sites is too much writing in the first person. Stay away from using “I , We, & Our” too often. To illustrate the point, I encourage you to take a look at a few business web sites. You'll see a whole bunch of first person narrative. Here's the problem with too much writing in first person . . . People aren’t visiting your web site so you can pontificate about yourself. They are their to satiate their personal wants and needs. Thus you should concentrate on writing in second person. In second person you’re going to use “You” and “Your” in your writing. Does this mean you should never write in first person? No! You can still write in first person, but do so sparingly. It's hard to go wrong when you write to the ego of the reader and their interest.
Think In Terms of Value & Use a Conversational Tone
It’s hard to go wrong if you write in terms of value for the reader. When it comes to online information it's often said that “content is king.” In this case your writing is your content. Your copy should be written in a way that is valuable to your reader. Write your copy in a way that gets the reader to say, "Wow, I want to do that!" Your writing tone also has effect on the reader. Try to write in a conversational manner. Don't try and stuff high end vocabulary into your writing. Writing in a corporate-slick manner makes you come off as a stiff board. Add a little spice to your writing that's appropriate to your audience.
Below is text from an air show ticketing page that exemplifies the two suggestions from above . . .
"Get VIP Tickets and Experience the Air Show in an Extraordinary Way!"
As a VIP Ticket Holder you get:
- Access to the Exclusive VIP Guest Enclosure
- The chance to meet, get your picture taken with, or get an autograph from some of the best pilots in the world
- 4 solid hours of heart-stopping aviation excitement with two amazing jet teams!
Want to get more great info? Check out the articles below:
- The Content King of the Internet
- Advertising and Marketing that Sells
- Does Your Headline Grab Their Undivided Attention?
- Get Your Audience Involved Through Their Emotions
- Words with Pizzazz and Razzle Dazzle
- Web Copy Argument: Short or Long?
- Promotional Headlines for Your Event
- Keep Your Text Columns Narrow
- Is Your Text the Right Color?
- Proofing your Work On Paper
- The Event Promotion System
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