How can you write better copy for the education industry?

Different educational fields, levels, and disciplines will attract different people. Where design students may prefer interactive hands-on learning with a free-spirited environment, an engineering student may benefit more from a clear structure and well-formulated learning goals. Building a comprehensive understanding of the target audience and tailoring the copy to their communication styles and values will allow for a connection on a deeper level.

Writing effective copy for the education industry requires a balance between informative and persuasive language. Here are some ideas to help you create compelling copy: Writing effective copy for the education industry requires a balance between informative and persuasive language. Here is an idea to help you create compelling copy: Understand your audience: Tailor your copy to resonate with your target audience, whether it's parents, students, or educators. Consider their needs, pain points, and aspirations. Create a captivating headline: Grab attention with a headline that promises a benefit or addresses a specific problem. Make it clear and concise. Remember, effective copywriting is a continuous process of testing and refining.

A quick trick to know your audience better is go to Google and ask based off of the topic the questions your audience is asking. For instance if I ask google: "What is the deciding factor for a good school district" I'll get in the People also ask: What makes a successful school district? What factors should you consider when choosing a school? What are 7 things to consider when choosing a school? How do you know if a school is good or bad? When I'm writing my copy, I'm going to include those questions. It's great for SEO too.

As the education system is different globally, it is necessary to know the audience, all the rules and the structure of the system of the particular region you are targeting. Also, the level of knowledge differs from one demographic to another, keep that in mind. It should be easy to understand by your audience.

?? When it comes to #copywriting, keep it short and simple. Think of it in terms of headliners. Editorial headlines, for example, can be direct or indirect. The aim is to grab the target audience's attention by delivering the thesis in a relatable tone.

With all the content you create, you want to reach these one or three groups with language they comprehend. Those groups are students, teachers, and parents. This doesn't matter what year of school a student is attending, from the minute a child learns to read, to those writing a masters thesis. One thing every member of every group has in common is they like everything in the simplest words the language allows.

At the same time, it is important to know the relevant jargon within the world of education. Parents and guardians are used to terminology such as 'learning outcomes', so make sure to use them as and when appropriate.

The human brain is biologically wired to seek out information that will help it survive and thrive in the world. On the flipside, our brain is ALSO biologically wired to reject or pass over information that seems too long or complicated to ingest. When writing (especially in the education space) remember that shorter and simpler is always better! The easier it is for the brain to quickly digest information, the more likely it is the reader will not only consume it, but REATIN it.

For example, when talking about a new course, explain who it is for, what topics it covers, and why it will be useful, rather than providing a long list of features and requirements. I literally hate seeing LONG LISTS. (Lol)

There’s only 1 question in your reader’s mind for ANY type of copy, and that question is: ?“What’s in it for ME?”? If your copy answers that question, it is much more likely to be read and remembered!

To empower and inspire learners with valuable content: ??Step one is to be knowledgeable or connect with the right experts who can back up your data. ?? Understand your audience's needs and tailor solutions accordingly. ?? Highlight how your content helps learners achieve goals and overcome challenges. ?? Simplify complex concepts by engaging with storytelling, visuals, and interactive elements. ?? Back up with credible sources, stats, testimonials. Demonstrate expertise and build trust.

As the famous advertising guru David Ogilvy once said: “A good advertisement is one which sells the product without drawing attention to itself.” :)

Connect with the audience by sharing your story. Let them know where you came from, how you experienced similar struggles that they face now and that this is why you created this course or product. You’ve been there! But now the student is the teacher.

Neuroscience offers many clues as to what makes #copywriting more effective. We know that the human brain remembers story above anything else! We can remember situations that trigger us emotionally much more easily than lists of formulas, dates or facts. For example, we remember the story of Newton seeing the apple fall from the tree and developing his theory of gravity, but we won’t necessarily remember the mathematical formula for calculating gravitational pull. Whenever possible use story to elicit emotions from students when writing educational copy, it will make your writing more engaging, but also more likely to be remembered !

Keep your copy lighthearted (ADD HUMOR) even when you're tapping into emotions. Nobody likes grumpy copywriters! ;) By triggering an emotional response, you are creating an emotional connection with your readers. This connection can be strengthened by using stories or images that your readers can relate to, and by using language they can identify with. This will help them to feel like you understand them and their needs and will make them more likely to take your desired action. We are humans, not AI, after all!

While writing CTA for the educational industry copy, please make sure that you create a sense of the benefit they will receive from your product or service. The academic industry is driven on the basis of knowledge. Also, don't make the CTA process too complicated, you can integrate it while stating a fact or providing information.

Remember that education is not universal. What applies in one market (e.g. the United States) probably won't make much sense to an international audience that isn't familiar with American educational systems. Localisation is therefore a must, even within the Anglosphere.

?? Take a moment to find the voice of the brand you’re writing for: Read through their website, mission statement, and any previous articles that may have done well for the company. When I worked for a Veterinary blog, it was crucial we referred to the animals and their owners as “dogs,” “cats,” and “pet parents.” I spent the summer editing hundreds of articles written by other copywriters that kept accidentally using “Doggos” and other cutesy language instead of using the company’s voice. You can even make yourself a guide to reference the different vernacular the company uses! It’s a simple step that will make the rest of your work much easier. Happy writing! ?????

Effective copy for any industry starts with extensive research. It's all about knowing your target market. But in education, in particular, location matters. Especially if your ideal client is a K-12 educator. There are lots of location variables to research and consider. Let's think about the US market: - standards are different from state to state - working conditions vary drastically, even within the same district - many states have had to turn to emergency licensing (these teachers don't have the same foundations as those who went to school to teach) You have to go granular in order to have effective copy that resonates.