An abstract’s title, description, and learning objectives are the core of every presenter’s “sales pitch” to both reviewers and attendees. However, very few presenters have an understanding of how to sell their presentation using even the most basic marketing techniques. Perhaps as a result, 95% of meeting organizers report having to rewrite speakers’ submissions1.
While organizers may have the best intentions when adding a little shine to a session, they also run the risk of overdoing it and promising more than a presenter can deliver, which in turn can disappoint the audience. So ideally, presenters would submit proposals that need little or no editing at all.
To help accomplish that, here are some tips for presenters (and organizers) when crafting session titles. (We’ve decided to focus on the title because it serves as the “hook” for drawing in a reader’s interest and leading them to the description and objectives.)
- Keep it short. Attendees often skim over session titles to see if anything grabs their attention. A shorter title is simply more eye-catching. To check your title length, consider how easily you could use it to invite someone in passing to attend your session. If you cannot get it all out in a few seconds, then continue editing.
- Target it to a specific audience. When writing your title, you should have a specific audience in mind. Craft your title in such a way as to convey what that group can expect to get from the session.
- Employ intrigue. Spark the reader’s curiosity by teasing a short list, privileged knowledge, or a personal story.
Tell us what you think! If you ‘ve had particular success with title writing/editing, then share with us in the comment section below or on twitter (@proposalspace).
1Cobb, Jeff, Jeff Hurt, Dave Lutz, Sarah Michel, and Celisa Steele. “The Speaker Report: The Use of Professional and Industry Speakers in the Meetings Market.” Velvet Chainsaw. http://velvetchainsaw.com/pdf/Velvet-Chainsaw-Tagoras-2013-Speaker-Report_v2.pdf.
