Whether it's an executive roundtable, webinar, or industry tradeshow, events are a key pillar of Lighthouse's marketing strategy. But without the right people in attendance, we do nothing but waste our time. That's why we go all out to get the right people to show up — and that starts with an invitation mailed directly to their office. I get just 200 words to break my reader's preoccupation. In that time I have to both convince them the event is worth their time and get them to register before they move onto their next task and forget about it forever.