Your event flyer and website are your "critical communicators" to your prospective attendees. Many event planners often create these at the last minute ' almost as an afterthought. After all of the hard work that goes into planning a great event, don't let your marketing pieces cost you your success!

Use these simple guidelines to help you create winning marketing pieces. Try and use as many of the following 10 items as you possibly can.

1. Event Title

This is a very important aspect of your overall marketing campaign. Give it five words or less ' if at all possible ' and make it an "impact benefit statement." In other words, make the title interesting and benefit-driven. Go inside the minds of your potential attendees.

2. The Complete Date and Schedule of the Event

Add the day of the week. Make it easy ' "at first glance" ' for folks to make a mental commitment. (Example: Saturday, November 6, 2006) Plus, be specific and clear with the event start time, length, etc. Also include lunch times (and lunch plans) if possible. (Example: Registration and Coffee - 8:15 A.M.; Session: 9 A.M. - 4 P.M.; Lunch 12-1 P.M.; Provided by ABC Title Company)

Be extremely clear about meals. This is very important to the overall satisfaction of your attendees and is just plain kind. (Example: Continental breakfast: 8 A.M. ' 9 A.M. or "Lunch on your own") Please don't advertise "continental breakfast" and then serve them stale rolls or donuts and frozen juice. If you are serving donuts and coffee ' tell them. You'll be glad you did.

People love community spirit, food, recognition and fun! In some part of your marketing piece(s), include guest speaker bios, session descriptions, special food functions, etc.

3. Location Name and Full Address

Even if your attendees are local, be sure to include the name and full address of your facility (including zip code).

4. Cost

Include all costs and any hidden charges as well. (Example: Cost to attend - $99.00; Plus a $10.00 CE processing fee OR Sleeping rooms - $149.00 per night, plus taxes; Plus an $8.00 per room resort fee, single or double occupancy)

5. List at Least Five Benefits For Attending

Many event planners spend all of their precious copy space on the date, location, etc. Though that information is critical, the benefits for attending will many times make the difference between moderate attendance and great attendance.

A powerful tool to use after listing benefits are previous attendee testimonials. Consumers love to hear from someone just like them.

The more you can speak to your prospects, the better. Here is an example as it applies to the real estate market: Who should attend this event?

• Experienced agents looking to increase their profit by at least 30% in 2006!

• Top producing agents doing over 30 transactions per year who would like to double their production!

• New agents looking for a great "kick- start" to their first year in real estate!

6. How to Register

Tell them clearly how to register quickly and efficiently. More is not always better, so give them two or three options on your flyer (i.e. online at www.yourwebaddress.com, by phone, fax, snail mail, etc.) Make online registration as clear, easy and efficient as possible.

7. Where to Go For Driving Directions

We always include this information on our registration confirmations and final e-mails to ward off a last minute flurry of inquiries. (Note: We sometimes cheat and put the hotel front desk's number to reduce the burden on our staff.)

8. Instructions On What to Do If They Have Questions or Need More Information

Tell them where to call or e-mail if they have a question. Make sure it's answered quickly by someone who is knowledgeable.

9. Include Sponsor Names in Prominent Places

This is one great way to promote your sponsors and give them a powerful "bang for their buck."

10. Your Cancellation Policy

I am a true believer in a firm cancellation policy. It costs you time and money to process registrations and then cancellations. State what your policy is and stick to it.

Remember ' your event flyer and website are your "critical communicators" to your prospective attendees. Don't let your marketing pieces cost you your event's success!