How to write course descriptions that sell?
How to write course descriptions that sell?
Course developers spend a lot of time designing, recording, and editing their courses, but they leave the description to the last minute. While there are valid reasons for this, it should not be regarded as a last-minute assignment.
We'll offer 11 successful methods for writing a course description that attracts the proper audience and persuades them to buy in this article.
What Is the Definition of a Course Description?
An excellent course description provides your target audience with all of the information they need to make an informed purchase. The definition of course description varies depending on the platform, but for the sake of this article, we will refer to it as all of the content on your course landing page.
What information you may get:
- • Summary, of course,
- • Learning objectives for the course
- • The intended audience
- • Course prerequisites
- • The curriculum of the course
- • Pricing details
- • Relevant details
Online courses sometimes have a straightforward sales page style with the entire description on a single page. Many courses, however, opt to structure the knowledge differently.
Platform features and design may alter the appearance of these descriptions, but they all have the same purpose: to influence a potential learner's decision to enroll in your course.
Here are some pointers to help you write compelling course descriptions.
Make sure you are clear before you are clever
It is probably heard by you that clarity is more important than intelligence. Nevertheless, people regularly try to distinguish themselves by employing esoteric terminology. The risk is that the intended audience will be confused about what your course will accomplish for them.
You can risk being clever in your description if you have a dedicated following that signs up for anything you provide. It may be even more successful in this scenario because it makes them feel connected to you and your information.
However, if your audience is unfamiliar with you and you are dealing with simple concepts, it is advisable to avoid anything creative to avoid misinterpretation.
Another issue with cleverness is that it frequently takes up space that the inventor could have utilized for anything else.
Every word in a course description must be significant. If it adds no value, leave it out.
Communicate in an aspirational manner
There is a common trap course creators fall into when describing their clients' current painful circumstances in statements or questions like these:
- • Are you sick of feeling obese, frumpy, and exhausted?
- • Do you believe you have no control over your situation?
- • When was the last time you felt beautiful?
- • Are you aware that you are at risk for heart disease?
People who are not ready for change are often attracted by these sad tactics.
Aspirational language sets the expectation for transformation, whereas fear-based language does not.
If your course will assist your audience in overcoming adversity, use aspirational language. When including pain areas, maintain your primary focus on the rewards or the outcome rather than tying people to their current situation.
Understand your audience and empathize with them
One of the biggest hurdles experts face is losing touch with what it’s like to be a beginner. This can cause a disconnect with their audience. That’s where empathy comes in.
You can be student-centered when you empathize with them and see the topic from their perspective through empathy. This will help to comprehend your audience’s motives and use their language to describe pain sites and outcomes.
Think about your course page from the perspective of your client when you review.
Try to understand the client's unsaid questions, like:
- • What exactly are they looking for?
- • What is the most pressing question they want to be answered?
It is easier to close the distance when you speak their language.
Determine specifically your content and design audience
If you have a clear understanding of whom your course is intended for, it becomes a lot easier to empathize with your audience.
The key to centering your description on the student rather than the topic is to have a clear picture of your ideal avatar.
When revising your description, examine whether your target audience will connect with what you're saying and see themselves in it.
When your goal is to be relevant to everyone, you wind up being relevant to no one. A broad-based course cannot account for differences in how your topic pertains to different members.
Display Your Individuality
Both your course and course description should reflect your personality. People desire a connection, not just knowledge. You may make it by displaying your personality.
Your course description should give an idea of who you are.
You are defined by your style. When your personality shines, your course stands out.
Take into account the tone of your course. Are you Irreverent or Serious? Are they Ethereal or Corporate-friendly? Quirky and artsy? Nerdy and Technical? etc.
Increase your credibility.
Two typical blunders are made by the course creators related to their experience and education.
Sharing information about your experience and education does more than simply state that you are an expert. Each description, in addition to strengthening your credibility, should provide context for how that skill was achieved.
Defining your education and experience, as well as establishing your trustworthiness, should take up little space. Don't go overboard.
Many course authors unwittingly undermine their credibility by overexplaining, which appears defensive and takes away the focus.
The scope of your course should be clarified
If your course is frequently confused with a related topic or is too narrowly focused, explain what you've included and what you've left out.
It is not always necessary to define the scope of your course. However, find a technique to minimize misconceptions if there's a chance for your audience to confuse it with anything else.
Make It Look Good
It’s nice to hear words, but it’s not lovely to see a wall of them.
Formatting, white space, and images are three methods that will assist you to avoid this problem. Your viewers will quickly scroll through your description if you use it correctly.
You could consider employing these visual elements:
- • Formatting: Divide your content into easy-to-read pieces. Use headings, bullet points, font characteristics, font sizes, and callout boxes to add interest and make it easier to read.
- • White Space: Leave enough white space around the text to make it easier to read and recognize sections.
- • Pictures: Use graphics such as doodles to set tones according to your content theme. They make the text more interesting and simpler to read.
Some course platforms make it easier to incorporate graphic components than others. However, all platforms often provide considerable versatility to enhance the overall aesthetic.
Set the tone, connect with your audience, and improve readability by experimenting with graphic elements.
Allow It to Flow
If all the pieces are gathered, you must put them together into a flow to guarantee that your words move in sync. It should read as if one sentence follows the next in a logical and unified sequence.
This is more than just sentence form and grammar. To establish flow, scroll to the beginning of your description and read it aloud and uninterrupted.
When you read aloud, your ear can detect where the flow is broken. That is not always apparent to the eye.
Keep It Short and Sweet
Overwriting is a prevalent problem, but a good edit can help reduce redundant words. You'll notice that you can cut certain sentences and eliminate others when reading aloud to get the flow right.
If hiring a skilled editor is out of the question, use an internet editing service like Grammarly.
Last but not least, write it.
The end could be the optimum moment to write a course description.
When you write the course description before creating the course, it is frequently out of sync with last-minute modifications. You may also lack the soul and spirit of the product as it emerges during the development process.
When you're still buzzing from finishing the course, it's best to write your description. You have a higher chance of capturing that sensation of delight and success when this energy is new.
When your content is finished, you will have a greater understanding of its tone, style, and scope.
However, you should prepare ahead of time and allow enough time between the completion of your course and its launch. Simply, please don't leave it till the last minute to compose your course description!
It is important how you communicate about your course. A well-written explanation will help your customers feel good about their decision if they are ready to enroll. If someone is interested, your tone and charisma can help you win them over.