Or they depend upon the marketing department to craft titles and descriptions with a lot of flash but often don’t accurately correspond with the presentation.
Attractive session titles, clearly articulated descriptions with a dash of pizzazz and well written learner objectives increase the chance that conference participants will attend the session. The session title is the first, and perhaps only, impression you make on a prospective attendee.
Without a compelling promise that turns a browser into a reader, the rest of your words may as well not even exist.So, from a marketing standpoint, writing a great session title is a critical skill.The American Writers & Artists trainers teach Plenary Session — The State Of The Meetings And Travel Industry (This is probably the most overused title in every industry and can be seen at most hospitality and meetings-related conferences. ) or What Everyone Ought To Know About The Macro Trends Affecting Meetings And Travel Industry Which appealed to you more in each example the first or second title? With just a little time and thought, these titles could be rewritten to attract more eyeballs.This is the second in a series of posts on writing better conference session descriptions.Read the first post Conference Descriptions That Whet The Appetite, an overview of the four elements of a successful conference description.
What is the primary purpose of most conference session titles, descriptions and learner objectives?
Did you say, “To get a conference participant to attend a session? The primary purpose of a session title is to get the reader to read the first sentence of the session description.
The primary purpose of the first sentence is to get the second sentence read. By the time the reader has read the title, description and learner objectives, the goal is to get the reader to attend the session.
Ultimately, the goal of the conference organizer is for the session titles, descriptions and learner objectives to accurately match the presentation that is delivered.
So why is so little time spent on crafting the best session titles, descriptions and learner objectives?
Most conference organizers depend heavily on session titles, descriptions and learner objectives provided by speaker proposals which usually are not written very well.