Recently, I participated in a local event to help promote my copywriting business and the release of my first book, Perseverance. Reinvention. I’ll tell you right off the bat that this wasn’t necessarily the best event for me to try, as it was a local festival. The event had rides, adult cocktails, games, and all the things that you would expect at a community festival. And as such, it wasn’t the best for book sales or lead generation.

However, participating in this event—my first official event—since officially launching my business in March 2023, taught me a lot. I had enough conversations with people who stopped by the booth to learn about my business and to chat about my book, so I can’t help but share what I learned with you.

As you know, I believe there is plenty of copywriting and content-writing work. So, if you want to promote your business and get out into the community, here are some pointers to help you succeed at local events.

Why Am I Really Sharing How to Promote Your Business at Local Events?

Okay, before I get too far into this article, you probably want to know why I am taking the time to put all of this to paper—or keystroke to keyboard. And I guess the answer is two-fold. First, I really go want to help aspiring copywriters and content writers to grow their businesses. The work that we do is in high demand and there is a big need, even if not all business owners realize it yet.

But I’d be remiss if I didn’t mention that this is a great way for me to capture a moment in time. This blog gives me the opportunity to write out all those learnings so that I can check in on myself in one year, two years, and a decade down the line to see how my approach to local events has changed. 

And so, with that, let’s get right to it.

1. Choose the Right Events

Like I said earlier, participating in a festival might not have been the best choice. When promoting your copywriting business, choose events where you’re more likely to meet potential clients who need your services. Civic-focused business events are a great option. 

For example, local networking meetings or small business expos can give you direct access to business owners looking for help with their content and marketing. A great way to find these events is by working with your local chamber of commerce, which often hosts or has information about gatherings geared toward business development. These types of events can provide valuable opportunities to connect with decision-makers who may need your copywriting skills.

2. Make Sure Your Audience Understands the Services You Offer

One big thing I learned at that festival is that even though I had the wrong audience, many people didn’t understand what copywriting is. In fact, many people confuse copywriting and copyrighting, something I talked about in my last blog. This was a huge eye-opener for me.

And the truth is, I may have turned off people from visiting the booth who weren’t the type to step our of their comfort zone and ask me the question. So, I need to do better and create signage for the next booth that makes it clear what type of business I am in.

3. Signage, Signage, Signage

I’ll admit, I was feeling proud of myself for the signage I had invested in before the event. I had the tablecloth, the tabletop stand, etc. I even had a black pop-up canopy to block the sun and a heavy-duty wagon cart to help me haul my stuff back and forth to the car.

But then I saw what the other vendors had. And what I had was not enough. And, I quickly realized that my signage needed to better highlight the services I offer. One great option for future events is a floor-standing pullup banner that clearly lists my services—like blogs, articles, LinkedIn optimization, landing pages, and sales pages. This way, people passing by will know exactly what I do without needing to ask. 

I also could have benefits from a separate sign just for my book, Perseverance. Reinvention., so there’s a clear distinction between my writing services and my author work, while still showing how it’s all connected. Other signage to consider includes a large back booth banner to hang off my pop-up tent, making my booth more visible and giving my brand extra exposure.

4. Leveraging Some Help

All-day events and trade shows can be super beneficial to your business but also grueling for the body. And when you work an event alone, how can you take a lunch break or use the bathroom when nature calls? 

Thankfully, my husband decided to step in at the last minute and help out with the booth on both days. Without him, I would have been uncomfortable leaving copies of my booth sitting out unsupervised when grabbing a bite to eat or heading over to the restroom.

Leveraging help made a huge difference, not just for practical reasons but also for managing the flow of the booth. Having an extra person allowed me to take breaks without worrying about the booth being unattended or missing potential connections. It also made the booth feel more welcoming since two people could engage with visitors and answer questions. If you can, recruit a family member or friend to assist at your next event. This way, you’ll have more flexibility and feel less stressed while managing the day’s activities at local events.

5. Lead Capture

I could almost smack myself on the forehead for missing out on this one because I know better. But I did a horrible job—okay, I didn’t even do the job—of collecting lead information. With almost thirty years in the sales and marketing space, I should know better as to how important it is to capture lead information from potentially interested buyers. 

So, rather than just giving out your business cards, invest in some form of professional mechanism to capture their contact information, too. This gives you an opportunity to add them to your newsletter and follow-up after the event to see if you can convert them into a qualified lead. Remember, lead generation needs to be a big part of your copywriting or content writing business.

Ready to Participate in Your First Local Event For Your Copywriting Business?

I’ll be upfront with you—I enjoy working events. I’ve always loved the event marketing opportunities that crept up in my past positions with various organizations. I love the thrill of talking about what I’m passionate about. So, while I made some mistakes at this event, and it wasn’t the best event for me, it was well worth it because of everything I learned.

So, if you are getting ready for your next local event, I hope these tips will help you to make your event a happy success! And if you need some support getting your copywriting business off the ground, set up a consultation. I’m always happy to connect, chat, and grow my network.