Know-How Exchange : Copywriting

Title: Understanding Regulation and Compliance
If you're a compliance and risk professionals, you need to attend [to learn the latest...]
But if you're not, the conference would teach you [the benefit to this target audience...]

You want to get across to them that your take on the topic is going to be more useful to them than any other interpretation they've seen so far. You will make them perceive that your conference will give them a more powerful way to approach the topic. I'm thinking this group would take themselves to be a bit more practical and logical than average. So, maybe something bold along the lines of-

The Unassailably-Logical approach to Regulation and Compliance

Regulation and Compliance
"The Indisputable-Logic Approach"

The copy would have to be specific regarding the benefit for each sub-segment of your target audience. Trying to come up with generic copy for a range of folks with different goals and roles is going to be a frustrating exercise -- and ultimately sub-optimal for everyone.

Most people will be familiar with some regulation and compliance - what they will want to know is how is it changing, what new aspects or views do they need to consider, where can they make more business or reduce cost. So focus on what the take-outs will be and what people will learn that will be new to them.

All great points. Dead-on accurate. Although, I may inclined to argue against the "practical and logical" approach. :)

Is this for a particular industry such as insurance, medical, construction, third party accreditors, etc?

Either way, I believe you nailed your problem it when you said, "can be useful to people in other job titles...". You need to discover exactly which titles are going to find it useful.

From my experience, both core personnel and CEOs/upper management find compliance to be a nuisance, and rarely practical or logical. Necessary? To a degree. Depends on where you are standing.

But interesting and practical? Not so sure.

Which job titles do you believe will benefit from the info? Can you tell me why? Is there an angle/perspective?

sometimes when I was creating a brochure, I would create a spreadsheet with the benefits of my offering on one axis and a list of possible interested parties (CEO, marketing manager, sales manager, CFO, etc) on the other axis. In the column for each position, I would prioritize the various benefits from the point of view of each position. This way I could quickly create documents which were tailored to the interests of each business function. This can also be a fun exercise for sales training.