How to write a standard event copy?

In an event, you need to use event copy to clearly state the basic elements of the event, such as the time, participation methods, prizes, etc., so that users can understand the event through the copy. This article will share my understanding of event copywriting through the following aspects, and attach examples of copywriting rewriting~

Table of Contents

• 1. Application scenarios of activity copywriting
• 2. Brief classification of activity copywriting
• 3. Key points for writing activity copy
• IV. Examples of rewriting activity copy
• 5. Summary of the activity copy and key points

1. Application scenarios of activity copywriting

1. Purpose of the campaign copy

Unlike ordinary conversion copy (the purpose is to promote conversion) and brand copy (the purpose is to shape the brand image), event copy appears in the event and serves the event. The purpose is to explain the details of the event and guide users to participate in the event.

2. Features of activity copywriting

• Concise and clear: The event copy should use concise words to clearly describe the event details;

• Comprehensive and specific: The event copy needs to reflect all aspects such as the event time, event rules, event participation methods, disclaimers, anti-cheating clauses, etc.

• Highlight the key points: The activity copy also has key points and non-key points. The key points should be highlighted;

• The structure is hierarchical: The activity is divided into multiple parts, and the divisions between each part should be reasonable and hierarchical.

2. Brief classification of activity copywriting

I divide event copywriting into two types according to its length: short copywriting and long copywriting, and further divide it into two types according to its purpose: interactive copywriting and sales copywriting.

1. Application scenarios of short copywriting

The activity is small in scale, low in risk and has simple rules. It is generally used in daily ordinary activities, such as community interaction activities, regular special activities, etc.

2. Application scenarios of long copywriting

The activity is large-scale, risky and has complex rules. It is generally used in larger events, such as Double 12 events and Double 11 events.

3. Interactive copywriting

Interactive copywriting requires active participation from users, and certain rewards will be given if conditions are met. The purpose of the activity can be any of attracting new customers/promoting activation/retention/conversion, and users are required to provide certain feedback.

Interactive short copy (Dianping’s review activity):

Example of interactive long copy (JD.com’s “Pet Your Dog and Earn Points” campaign):

4. Sales copywriting

Sales-oriented copywriting usually recommends discounted items or product collections, and aims to encourage users to buy. The purpose of the activity is to promote conversions.

↓Example of a long copy for selling goods (Tmall Supermarket Anniversary Event)↓ (Of course, the background and event copy are both eye-catching)

3. Key points for writing activity copy

The event copy includes five parts: event title, event time, event introduction, special event introduction, and event description.

1. Event title

Includes the main title and subtitle of the activity.

• Main title: can summarize the theme of the event, the text is concise and to the point
• Subtitle: optional, supplement the main title and explore the activity's attractions

2. Event time

Include the start and end time of the event, accurate to the specific time. If it is a New Year's Eve, you need to write the year, for example: December 1, 2019 00:00-January 10, 2020 24:00 (to prevent users from asking and causing unnecessary trouble)

3. Activity Introduction

You can briefly introduce the basic situation of the activity, while non-key points and specific circumstances should be placed in the [Activity Description]. (Otherwise, there would be too much text to describe the activity and the key points would not be highlighted)

Including activity rules (participation/registration methods), prize settings (reward rules, prize introduction), etc.

4. Special event introduction

Separate out the parts of the activity that require special explanation and emphasize the explanation (content that you want users to know because you are afraid they won’t understand).

For example: an invitation reward activity needs to emphasize the invitation process; a posting activity needs to explain the posting steps; the activity prizes are very attractive and need to be emphasized, etc.

5. Activity Description

The supplementary explanation of the activity is not the key but must be explained, which may include the following aspects:

(1) Supplementary explanation of the activity rules, including user participation methods, number of participations, successful registration, etc.;

(2) Supplementary information on the prize parameters, applicable scope, distribution method, distribution notice, etc. of the event prizes;

(3) Anti-cheating and violation instructions, final interpretation rights, etc.

IV. Examples of rewriting activity copy

5. Summary of the activity copy and key points

1. Summary of the activity copy

(1) The activity copy should reflect the activity design ideas

• To write good event copy, you need to have a clear idea of ​​event design.
• Each part of the event copy must be responsible for the theme of the event and be consistent.

(2) The activity copy should have a hierarchy

• Each part of the event copy should have its own hierarchy, and the event copy should not be piled together.
• There should also be a primary-secondary relationship between the various parts of the activity copy, and the main and attractive aspects should be emphasized in advance.

(3) The activity copy should be clear, comprehensive and specific

• The activity rules should be simple and the method of participation should be clear.
• The benefits of the event should be specific, and not vague terms such as substantial price reductions, limited quantities, etc.
• All possible risks and situations should be considered, risks should be avoided in the copywriting, and there should be evidence to rely on when encountering customer complaints.

2. Important points to note when writing campaign copy

(1) The copywriting does not match the activity content

• 80% off for the entire site, but only a few items are actually on sale
• Today's limited time sale, but the actual price has always been this

(2) The copy is incomprehensible

The text is beautiful, but I don’t know what it means.

(3) The copywriting uses words that only internal employees understand

Use internal vocabulary, deprecated vocabulary

(4) Too much clutter in the copywriting and not concise

• It is best to express your meaning clearly with the fewest words.
• Put the key points you want to emphasize in advance

The above are my thoughts and summary on how to write an event copy. Welcome to communicate and exchange with each other, and also welcome more suggestions~ (some of the pictures in the article are taken from the app operated by the author, and some are taken from major websites)

Author: Meow Sauce

Source: Meow Sauce