Fundamentally, every educational establishment is selling the same service and aspirations. Education copywriting enables schools, college and universities to discover their unique value proposition and distinctly inspiring tone of voice that can be heard above the competing hubbub – something that distinguishes them stand out from other schools, colleges and universities. The educational landscape is vast with an equally large and diverse audience. As the need for new skills grows and new theories, challenges and policies materialise, the education sector is continually evolving and expanding. Nurseries and kindergartens, primary and secondary schools, academies, state schools, free schools, independent schools, special schools, sixth form colleges, higher education colleges, universities and online learning – each segment of the educational sector has differing needs and objectives. And that’s not including the huge number of commercial suppliers of educational materials, products and services, such as EdTech.
Effective education copywriting isn’t straightforward. Two common pitfalls with education copywriting is focussing too hard on factual information – often expressed in dry, academic language that smothers the promotional aspects of the communication. There often multiple contributors which can result in disjointed and inconsistent content and tone of voice. Whether a school, college or university is looking to attract new students, showcase success stories, secure funding, win contracts, influence policy, or share knowledge with the wider community, it must engage a diverse audience across a multitude of touchpoints – prospectuses, websites, social media and adverts to name a few. Each time, education copywriting must connect, inform and inspire without losing the overall sense or impact. Once an educational establishment has identified its position in the marketplace, it must use education copywriting that speaks to everyone while making the reader feel as though its speaking directly to them.
As education does for pupils and students, education copywriting can have a transformative effect on the reputation of a school, college or university – one that must be expressed at every touchpoint. As well as pupils or students, you also need to address the interests of teachers, lecturers, governors, policymakers, parents and businesses. Therefore, you must be able to condense valuable information into a concise, accessible and appealing narrative and turn academic information into compelling and inspiring storytelling. Whether creating website content, course descriptions, adverts, direct mail, prospectuses, email marketing, video scripts and online learning resources, in a few words, you must engage curious minds and spark imaginations with content that delivers results. Use bold, empowering statements that inspire confidence and warm phrases that radiate trust and inclusivity.
For almost 30 years, I have provided well-researched copy and compelling content for the education sector, working with a range of schools, colleges, universities and educational businesses. If you’d like to know more, please drop me a line.
