In the prior post, “Horrid Event Marketing Mistake: Confusing Art with Results,” I dove into the differences between graphic design and convincing design. Originally, I was introduced to the idea of persuasive marketing by Eben Pagan. Eben used magazine covers, in a live coaching event, to illustrate the basics of direct reply promoting. Why am I writing about mag covers on an event marketing and promotion web site? Because the same selling basics used to make a hot selling magazine cover can be employed in your own event marketing.
Mixing Visible Appeal with Animating Copy
How does a forceful mag cover represent persuasive design? It targets the emotional heartstrings of a target audience with visual appeal and motivating copy. Next time you see your favourite magazine, take a deeper psychological look. There is probably somebody or picture of interest featured on the cover. Mag publishers use imagery to get your visual attention.
Next, you’ll likely notice a collection of article titles or headlines. Those catch phrases represent the info you will find inside the magazine. Something as straightforward as, “Lose Weight, Feel Better,” is amped up to claim, “SLIM CALM ATTRACTIVE – A Fast, Simple Plan to Drop Pounds & Beat Street!” Is that hype? Definitely! Nevertheless it works.
Those announcements and visible cues get you to pick up a magazine and read it … That’s persuasive design! You need to use those same concepts to create your very own event promotions like poster advertisements, posters, and even print ads.
I encourage you to look outside your fast market segment for event marketing ideas. Next time you are at your local bookstore or library, spend a while in the magazine section. When you understand the essentials of sales and promoting, your next great event marketing concept is just round the corner.
Extra Event Promotion Resources:
A “Must Follow” Event Advertising Methodology
The Seriousness of Market Research in Making Plans for your Event
Get Good Ideas from an Event Marketing Field Trip
The Experience Must EXCEED that of Your Event Marketing
Horrible Event Marketing Mistake: Confusing Art with Results
A Black Fri. Promoting Concept for Event Promoters
Event Marketing from the Magazine Rack.