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5 Steps to Craft Compelling Content Descriptions

People attend webinars to learn – making your description of what attendees will learn at your event is one of the most important pieces of marketing copy you can write.

The biggest mistake marketers make when writing content descriptions is being too brief. Some marketers resort to providing a list of topics that will be covered during the event simply because they don’t know what will be taught. This is particularly true when the person who is writing the marketing copy is not the same person who will be teaching the event. Others provide only a list of topics because they fear that longer descriptions will give away too much information and leave prospects feeling that they already know what will be taught.

In fact, the opposite is true. Merely listing a topic leaves it up to prospects to determine what that topic might mean – and it will mean something different for every registrant, depending on what they know and what they want to learn. For example, listing “copywriting” as a subject that will be covered during a webinar is far too broad. One prospect might assume that it will cover how to write subject lines. Another might assume it will cover headline writing. The instructor might simply be planning to cover general copywriting tips and not get into the specifics at all.

When writing descriptions of what attendees will learn during your webinars, the best approach is to write bullet points. A bulleted list is easier to read than dense paragraphs of text. It also makes it easy to provide teasers about what content will be covered.

Here are 5 steps for writing great content bullets:

  1. Go through your webinar content and identify the major lessons you’ll be teaching during the online class. Your goal is to write a bullet point for each main topic. Four to six points are adequate for a one-hour webinar, although you are welcome to test the impact of including more bullet points.
  2. Ask yourself what, exactly, is being taught – and why learning this particular lesson is important to your viewer. To do this well, you need to understand what your prospects are struggling with in relation to the webinar topic. Also important are the benefits they want to achieve. Experiment with incorporating these pain points and benefits into your content bullets.
  3. When applicable, identify the tools you are providing for their use. For example, are you offering tips? Providing questions they could ask? Outlining a process? Reviewing tools? Identifying pitfalls to avoid? Incorporate these descriptions into your bullet points.
  4. Now add specifics. For example, how many tips are you providing? How many questions are you suggesting they ask? How many steps are involved in the process you’re outlining? Adding these simple details arouses curiosity.
  5. Finally, jazz things up. Add adjectives that make your content seem more compelling. Use verbs that have action. Promise information that will challenge their beliefs or common wisdom. You can even add thoughts in parentheses after a bullet point to evoke more curiosity. This step is where magic happens – and will take the most effort to master.

Let’s imagine we were writing bullet points to describe this blog post. One of the lessons you’ve learned is that many marketers list topics to describe webinar content – and that bullet points are better.

We could turn write a bullet point for this lesson in a variety of ways. Here are 3 examples:

  • 2 approaches to writing content descriptions – and which is the hands-down winner (many marketers do this incorrectly – which is why they struggle to fill their events)
  • The #1 mistake many marketers make when writing descriptions of their webinar content – and why it drives prospects away from the registration page (you’ll discover what to do instead to make your copy – and your webinar – irresistible to your ideal prospects)
  • The surprising reason that most content descriptions fall flat – and the easiest way to avoid this registration-killing pitfall (you’ll discover an easy 5-step process for describing what prospects will learn during your webinar in a way that practically forces them to register)

As you can see from the example above, there is no “right” way to write a content bullet. Simply start by getting something down on paper or screen – and then keep experimenting. Your time will be well invested. The content bullets you write will either make your event sound ho-hum – or something your prospects can’t afford to miss.


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