The Ultimate Event Copywriting Guide for 2025

Event copywriting is the well-balanced act between marketing an event and engaging your attendees. It’s the words you plop onto your brand’s or client’s website on the event page, the follow-up emails, the socials, and every other word or script used to boost your client in the lead-up and follow-up.

Done right, it can be a powerful branding tool, but what exactly is included in event marketing copy? And how do you nail it? Use this ultimate guide to event content writing and copywriting for events to get started:

Understand the Purpose of the Event

Every event, just as every product or service, will have its ideal audience. If the brand you are working for is hosting an internal awards show at one of the top private party venues to recognize top talent across its multiple branches, for example, the audience and, therefore, the copy, will be vastly different from a concert.

• In the first example, your ideal audience is your co-workers. The goal of covering the event is to:
• Enhance the interest and prestige of the awards given out to increase the honor of being nominated and receiving recognition among staff.
• Bolster the internal corporate culture, enriching the experience of working for the company and building loyalty.
• Establishing marketing assets to use to draw in the interest of top talent for recruitment.
• To market the talents and dedication of employees, and, in turn, the company itself.

That’s a lot to accomplish with one event, but by understanding these goals, you can devise a more effective event marketing strategy and execute it to perfection. You don’t need to extract these goals by yourself, either. Speak directly with various stakeholders to workshop the overarching goals of each event in advance.

Crafting Compelling Headlines and Taglines

Event headlines and taglines are by far more critical for public-facing events. They’re essentially your two-second elevator pitch, so they need to land and land hard for your target audience.

Headlines are the most likely to be read element of a page, so they have a lot of heavy-lifting to do:

• Ensure the headline is highly relevant to your event. Don’t be intriguing, be direct. Your audience needs to know what your event is from the headline alone.
• Your headline should ideally convey value, or why your audience should care.
• Try to keep your headline between 50 and 60 characters to maximize its digital visibility and impact.

As for taglines, you’ll essentially want to emphasize the gains a person can have by attending your show. These can be in the form of values, benefits, or how your event will improve someone’s life, etc. The overarching theme should always be why a person should attend, and why they should attend your event over someone else’s.

This is where tips for writing event headlines come into play, supported by best event copy examples that inspire your own style.

Writing Landing Pages That Convert

Next up is the landing page. Every event needs its own specific landing page to free it up from any visual or messaging clutter. Now, before you start writing, you need to know:

• What marketing messages are being used to funnel users to that landing page?
• What information does the user have about the event by the time they get there?

When creating an effective landing page, remember to keep it focused. Here are a few ways you can accomplish this goal:

• Place essential information and a call to action at the top, so users who are already committed to buying can simply click to get their tickets with minimal fuss or scrolling.
• Continue next to convince users who aren’t 100% there yet. This can include all essential information about the event, social proof, videos/image galleries, and so on. Think of this as a single, comprehensive banner that allows you to both convince and inform in equal measure.

This is the backbone of strong event landing page copy and effective event registration page copy that works as high-converting event copy.

Strengthening Your Event Email Marketing

Email and event marketing go hand-in-hand. What’s even more notable is that click-through rates specifically for events (at least from Eventbrite) range between 25% and 40%. People love the idea of an event, but it’s still your job to convince them to actually attend.

Email is a great way to do this.

To make your event email marketing even stronger, you’ll want to use these tips:

• Use their name as a greeting or reference key context information, such as the fact that they attended a previous event (we’re thrilled to see you again!), to make it feel more personal.
• Refine your subject line so that it’s catchy, informative, and under 50 characters.
• Be as specific as possible with every sentence, as you still have very little time to actually convert users after they click on your email.
• Create different email funnels. If someone signs up for the waiting list for your event, they should receive a different email from someone who simply wants to be kept informed about your upcoming events.
• Keep Call-to-Actions (CTAs) and buttons at the top of the email, so users can see them and click through as soon as they open the email. Add contextual information underneath.

Driving Engagement with Social Media Copy

Social marketing is a massive part of copywriting, even if you’re working alongside other teams to bring your scripts and captions to life. While the precise video or social strategy you use will depend on the event itself, here are a few easy ways to boost the effects:

• Include the name and date of the event right at the start, so as many people as possible see the key details upfront.
• Do not post any text or important information at the very top or bottom of a video, as this will get blocked by the UI.
• Conduct rigorous A/B testing to determine the optimal approach.

That’s how you refine event social media copy and align it with writing copy to boost event attendance.

Building a Strong Post-Event Content Strategy

You’ll need to create the post-event content strategy beforehand. This way, you can collect information like:

• Soundbites/quotes from attendees or speakers at your event.
• Important person profiles, for example, the nominees at an awards show.

If you’re hosting a conference, you can collaborate with speakers to create a series of informative blog posts that summarize the key discussions. Those hosting a concert can prepare post-event sound-bite interviews with the talent. You can create a post-event sustainability report for investors.

This is especially valuable for copywriting for virtual events, where digital assets extend the lifecycle of the content.

Final Thoughts: Making Your Event Copy Stand Out

There are a thousand ways you can use the event to boost your brand’s reputation and the success of future events. Workshop them in advance so you can get the information that builds winning copy.

When you understand how to write event copy, align it with event promotion copy, incorporate writing event invitations, and focus on crafting persuasive event CTAs, you’ll naturally see how to increase event engagement. Whether you’re after conference copywriting tips or looking for best event copy examples, the secret is consistency.

By mastering these principles, you’ll craft not just strong words but compelling experiences with your event copy.