Make it personal
All of your written materials should speak to individuals directly. They should not speak to general groups of people.
Say, "you will receive..." not, "runners will receive..."
Runners are other people. Other people are not reading the information with me while I am holding it in my hands or viewing it on my computer screen.
Address ME when you are talking to ME.
Tell ME why I should run in the race. Tell ME what I'll get for registering. Tell ME how to sign up.
Make it personal.
Posted in Marketing