Blog

6 Steps to Writing Compelling Course Descriptions

By January 14, 2019 No Comments

When offering a course for sale, it’s important to give an accurate outline of its contents so that learners know what the course will cover and what’s required of students. However, a dry description of topics and units won’t really stimulate a student’s eagerness to learn. In order to attract students, create excitement, and increase purchases of your course, you need compelling course descriptions. This post teaches you how to create them!

Why Do You Need Compelling Course Descriptions?

If you are a world-famous authority on your subject matter, you can use your credibility alone to sell your courses. For example, there’s a filmmaking course by Martin Scorsese that uses a different type of language in its course description which dwells on Scorsese’s track record as a great film director. What aspiring director wouldn’t want to learn from him?

Every learning provider needs to build their credibility as a subject matter expert from whom buying content is a wise decision. But good marketing copy can itself serve to build that credibility as long as it is pitched right to the target audience. Good content is crucial to success, but if it is hidden behind a boring course description it might struggle to reach its full potential in the learning marketplace.

A course stands a better chance of successfully selling if it is introduced by a few paragraphs that make it sound like a no-brainer to register for. You’ve got to create a buzzworthy course overview to get students interested.

In order to amp up course excitement and increase the likelihood of a learner purchasing your course, follow these simple six steps for writing irresistible course descriptions. The example below serves to outline some steps towards writing course descriptions that push the right buttons and lead learners further along the path to making a purchase.

Step #1: Provide Catchy and Concise Course Details

First and foremost, offer a single, clear vision of what life will be like once the student enrolls in the course. Competing amongst dozens, if not hundreds of similar online courses, you want something that effectively catches their interest, but still manages to clearly and concisely explain what the course is about. As an example, let’s say you are selling a course in body language for managers. Craft an opening line that offers them ‘insider knowledge’:

Read people’s emotions and opinions before they say a word.

Another good opening sentence is one that offers an intriguing fact or statistic, e.g. ‘72% of face-to-face communication is body language.’

Spark interest by starting your course description with an intriguing statistic, statement, question or other opener in order that easily increases the chance of engagement.

Note: Keep “salesy” language in mind and use as much or as little as suits your target audience. The main point is to clearly and concisely emphasize what your course offers.

Step #2: Include a personal benefit for the learner.

Not only do you want to briefly explain what the course will offer, but emphasizing a more personal gain from the course always adds another incentive for students to purchase a course.

Read people’s emotions and opinions before they say a word and build your own emotional intelligence.

Step #3: Clarify the benefit.

Don’t just mention a simple skill the course promises to equip the learner with. How will this skill make them a better individual? Emphasize the personal gain for the learner in more ways than one.

Read people’s emotions and opinions before they say a word and build your own emotional intelligence. Project a confident, interesting you.

Step #4: Get a bit more specific on what will be taught.

As mentioned earlier, getting too detailed on course topics or assignments can make your course less than intriguing. However, it’s important to include specifics on what the student is going to learn within the course. Be sure to highlight what skill (or skills) the student will gain once they’ve completed the course.

Read people’s emotions and opinions before they say a word and build your own emotional intelligence. Project a confident, interesting you. Master the secrets of body language that are hiding in plain sight.

Step #5: Add a sentence that speaks to a desire, fear, need or curiosity. Put it at the beginning.

Address a need, offer a solution. This is the simplest way to attract a prospect. Hook the reader in immediately by placing this part right at the beginning and prompting THEM on the needs and desires they’re looking to fulfill.

Always wished you could know what people are thinking? With this course, you can! Read people’s emotions and opinions before they say a word and build your own emotional intelligence. Master the secrets of body language that are hiding in plain sight. Project a confident, interesting you!

Step #6: Include a clear call to action.

Last but not least, don’t forget to include a call to action! Always add an encouraging close so the potential student feels compelled to purchase and start reaping the benefits of your course.

Always wished you could know what people are thinking? With this course, you can! Read people’s emotions and opinions before they say a word and build your own emotional intelligence. Master the secrets of body language that are hiding in plain sight. Project a confident, interesting you! Start your learning journey from body dumb to body smart today.

With these simple steps, you can craft irresistible course descriptions for your courses. For more on course design, check out “The 5 C’s of Online Course Design.”

Questions?

Contact Us

This blog post is written by our partner Course Merchant. Course Merchant provides a fully featured eCommerce shopping cart, which seamlessly integrates with Moodle, Totara, and other eLearning systems to provide automated student enrollment upon successful online payment and/or registration.

866-516-1103