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Webinar Abstract 101 – Writing an Event Description that Captures the Right Audience

Posted by Simone Nabers on
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Not only is ReadyTalk an audio and web conferencing provider but also an event organizer. Many of the best practices we suggest to you, we put into play in our own monthly webinar series. This particular post is on getting the most out of writing an effective and concise webinar abstract. Let’s face it – the abstract is the “face” of your event. It’s like trying to make a good impression and you can’t even flash your pearly whites. You’ve got about eight seconds to capture someone’s attention enough to convince them that this is the event they want to attend. So, here are a few of the rules I’ve found useful when creating an event description:

Define a pain point that your prospective audience will respond to:

Seems simple enough right? However, many presenters try covering too many items in one abstract and target the wrong crowd. Narrow it down. Be clear. Break it out into another event if need be. And lastly, avoid the jargon (even you get sick of hearing it, admit it). Make them realize they are facing the issue you’ll be addressing in your webinar. You are judged on the value & validity of your content. Don’t offer something you can’t or don’t intend to deliver.

Test it out:

You’ve probably written a hundred abstracts in your day, but have you come up with a template that really seems to resonate? Go back through your past webinar inventory and see what events produced the most registrants. Sure – this will vary by topic but what got their attention initially was the description you wrote. Find a common thread among similar topics that seems to work and repeat it! Maybe you’ll find it’s time to take that topic to the next level, beef it up. Target that same audience with a more in-depth look at the original presentation.

Create urgency:

Paint a mental image of the benefits of attending your webinar. Often times this can be summarized in the title of your event. Your prospects may not even make it to the body of the message, so get your point across immediately.  Capture their attention, pique their interest, and push them towards the desired action (i.e. signing up for your event). You have to make them focus and you have to do it fast. Using an active voice and bullet points is great way to do this.

Offer them free stuff:

Everyone likes “free”, even if at times it requires them giving you their email address. Offer your prospects some sort of tangible bonus – a whitepaper, a book excerpt, a template or checklist – something they can take away and put into practice beyond just listening to you speak for an hour.

EDIT, EDIT, EDIT:

You know you’ve cringed at misspellings and improper grammar before, so don’t get caught making the same mistake. Get a second or even third set of eyes to review your work. It reflects on your professionalism even if it has nothing to do with your event.

What have you found to be successful in composing webinar abstracts? Add your suggestions to our list!


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