The mistakes of the fool are known to the world, but not to himself. — Charles Caleb Colton
Most of us go to events from time to time — festivals, concerts, conventions, street fairs — and many of these get promoted by email. If you’re on a list for, say, a monthly swap meet, you’ll receive a notice in your Inbox from the promoter, and it’s often written in a breezy, upbeat and chatty style that’s sure to charm and attract customers.
Yes, making money is probably one of the main purposes of the promoter. No problem with that, of course. The trouble lies elsewhere. Here’s an example of what you might get:
“Okay, our regular meet is all set up for the end of the month! Get ready, because it’s gonna be a great one. Usual start time, but we’ll have some extra-special guest vendors that you’ll love. Admission is $20 this month because of extra expenses, but rest assured you’ll think it was worth more. We look forward to seeing all of you. Do come to the main tent and say hi.”
What’s wrong with it? … Yes, you in the back.
“There’s no date listed.”
Exactly. I’ve lost count of how many announcements I’ve received that bubbled with excitement about an event but forgot to mention the date. Or the time. Or the address. Or the price.
The above sample omits nearly every particular. This is surprisingly common. Promoters seem to assume that their list members already know the recurring stuff, so why bore them with the same details?
Here’s a why: List members themselves often need the basic information. Your regulars are a motley bunch, some of whom have not been with the group long, or have poor memories, or have always caught a ride with someone else until now. Etc etc.
Here’s another why: Your regulars may want to forward the email to friends and new recruits, but they won’t if it’s an embarrassment of non-information.
If the promoter fails to list everything anyone might need to know about the event, attendance will suffer — not merely from missed opportunities for marketing to newbies, but from regulars unsure about the date or time or address or cost. Instead of the hoped-for increase in patronage, the turnout drops.
A big difference between professionals and amateurs is that pros tend to be methodical and detail-oriented, whereas amateurs are in it for the fun, confusing enthusiasm for competence. If there’s money involved, the event organizer needs to behave like a professional. But if thoroughness makes them impatient, they’ll hit “Send” too early … and prove they’re an amateur.
When it’s a one-person operation, that person will write the announcement, and then proof-read it … if she or he has time. The problem is that most amateur writers think if they understand what they’re writing, so will everyone else. They believe they’re communicating simply because they’re typing.
I’ve received unclear or incomplete email announcements, replied asking for clarification, and been scolded for not reading the email. This tells me the promoter sincerely believes all the info is included even when it isn’t. This illusion can be very persistent; amateurs fall prey to it all the time.
Also, it’s extremely poor practice for promoters to get huffy with their customers about anything, especially communication problems, which could easily be the promoter’s fault.
If organizers simply assume they’ve announced events properly, they’ll never connect the dots between incompetent emails and lost gate. Besides, with so many variables — weather, time of year, competition, economic conditions — who can prove that it was the weak email announcement that put the brakes on attendance?
The announcement is one of the variables you can control. It is, after all, a part of marketing, which is critical to the success of your event. It’s hard to imagine it not affecting attendance.
Always include the basic details:
—Date and time (“Saturday, March 12, 8:00 a.m.”)
—Event and location (“Monthly Swap Meet, 123 Main St, Anytown”)
—Cost and benefits (“$20 gets you admission and a free raffle ticket.”)
—Any special notes (“Be sure to bring a warm jacket” / sunscreen / bug spray / box lunch / etc)
If you must issue an update or correction, be sure to include the basic details again, revised as appropriate. Do these things and it becomes easy for people to pop the event into their calendars … and forward the message, with its complete event info, to those they want to invite.
Always write for the first-timer. Read your own writing as if you were a newbie who doesn’t know the least thing about your event. This exercise can show you what you’re omitting that you’ve assumed everyone else knows. (And you’d be surprised how much the regular attendees don’t know about what’s going on.) Assume that your list members are like students in a classroom, where most of them aren’t paying attention. Be clear, and always include complete event information, so a beginner — and any regular who’s unsure about the latest event particulars — will have no doubts or hesitations about when and where to attend, what to bring, etc.
Always have someone else check your writing. Well-constructed sentences give off a professional air, while goofs and awkward phrases reek of amateurism. It’s easy to scan your own work and see no problems: you wrote it, it looks good to you, it must be getting the point across. We’re all a bit blinded by the majesty of our own verbiage. But be warned: our writing, unchecked, can and will rise up to humiliate us, the lovely words betraying confused or embarrassing meanings we never intended. Meanwhile, punctuation and spelling mistakes can slip past the best of us. A second pair of eyes will catch a lot of potential problems.
Don’t be the one left standing in the middle of a sparsely attended event, shrugging his shoulders — “But I told them about it!” — oblivious to the amateur mistakes he made. Let somebody else make those errors. Get your email promotions in hand … and watch your gate improve.