The Best Place to Practice Your Copywriting Skills Isn't in Training Manuals or E-Learning Courses.
It's in Your Instructional Design Proposals.
Today in my email digest I read this article: How tinder made me a better copywriter. I was skeptical and curious. Then after reading it, I started to think about how as instructional designers our goal is to create engaging and effective learning experiences for our audiences. Just like on Tinder, where you have a few seconds to make an impression, your instructional design proposals need to capture the attention of your clients and stakeholders.
So I think it's time to take your copy game up a notch by applying the lessons that have been learned on Tinder.
1.) Dare to Be Different
When creating an instructional design proposal, don't fall into the trap of using the same tired phrases and generic language that everyone else uses. Instead, dare to be different. Avoid clichés and jargon that have become commonplace in the industry.
Stand out from the crowd by showcasing your unique approach and perspective.
For example: "I don't just design courses; I create transformative learning journeys that spark curiosity, inspire growth, and ignite a passion for knowledge."
2.) Kick-Start the Conversation
Your instructional design proposal should be more than just a document filled with information. It should spark a conversation with your clients and stakeholders. Instead of presenting a static proposal, consider interactive elements that engage the reader and invite them to participate.
For example: "Imagine this: A gamified learning experience that challenges your team to solve real-world problems and rewards them with badges of achievement. Let's discuss how we can bring this exciting concept to life!"
3.) Not Everyone Will Love You (and That's OK!)
Remember that you can't please everyone with your instructional design proposals. Instead of trying to cater to everyone's preferences, focus on reaching the right audience. Define your target audience and tailor your copy to speak directly to them. Embrace the fact that your proposals may not resonate with everyone, but they will attract those who align with your unique approach and vision.
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4.) Pass the Bio Test
In the world of instructional design proposals, brevity is key. Capture the essence of your proposal in a concise and compelling manner. Aim to deliver your core message within a limited word count, just like you would in a Tinder bio.
For example: "Our innovative microlearning solution delivers bite-sized, on-demand content that empowers your employees to learn anytime, anywhere. In just 500 words, let's explore how we can revolutionize your training program."
5.) Tell a Story
Stories have the power to captivate and connect with your audience on an emotional level. Instead of presenting a dry and technical proposal, weave a compelling narrative that showcases the impact of your instructional design solution. Tell the story of a learner's journey, highlighting their challenges, growth, and ultimate success.
For example: "Meet Sarah, a frontline employee struggling to adapt to new technology. Our immersive simulations transformed her learning experience, building her confidence and turning her into a tech-savvy superstar. Let us bring this same success story to your organization."
6.) Vary the Way You Express Yourself
Don't limit yourself to traditional proposal formats. Explore different mediums and formats to communicate your ideas effectively. Consider using visuals, videos, or interactive prototypes to bring your instructional design concepts to life. Embrace creativity and experimentation to showcase your expertise in new and engaging ways.
7.) Show, Don't Tell
Instead of simply telling your clients about your instructional design capabilities, show them through concrete examples and vivid descriptions. Use case studies, testimonials, or prototypes to demonstrate the impact of your work. Engage their imagination and help them envision the transformative learning experiences you can create.
As an instructional designer, your copywriting skills are just as important as your design expertise. By applying these lessons from Tinder to your instructional design proposals you might just strike a match.
In the comments, it would be great to hear about what are some other unexpected places we can learn from.