Who is your audience?

Written by on 23/03/2017 in Blog

In buying a new phone, people usually look for the tags that include information about its basic specifications like price, battery life, camera and screen resolution, memory capacity, design and other critical details.

It is very unlikely that you would even check about the technical descriptions and blueprints that they’ve submitted to the FCC and other regulatory departments. Most likely, the basic tags from the store will answer what you need to know to proceed with the purchase or not.

It’s the same with choosing an English language school worldwide.

Sales copy, student handbooks and the internal documentation about an English course are three very different kinds of texts where each has a specific purpose. Separate different types of audiences to achieve the best results.

The copies for English language course includes:

  • Sales copy: For students before they have decide to sign up
  • Handbooks: For students after they have joined the course
  • Internal / official documentation: For describing the structure of the course

Here are a few copywriting pointers for each kinds of texts:

Sales Copy

A prospective English learner is looking to answer their high level questions about the course and the school.

  • Is the course mainly conversational or written?
  • Are the teachers native English speakers?
  • How many students are in the class?
  • What is the schedule like?
  • How much is the price?

At this point, they are most likely comparing yours with other English courses. Whether your sales copy is written on a website or printed, the copy needs to concise and compelling enough to make the prospective English learner to act.

Emphasise the benefits that the learner will get if they choose your course. Besides that, your sales copy should be search engine friendly to be noticed or found.  

Student Handbooks

Handbooks are given to learners after they signed up. They provide additional information about the course’s layout, plus rules and regulations for getting around your language school.

A well thought of and carefully constructed handbook will definitely add value for your student. This handbook can be the student’s tool to direct him whenever he feels lost in your school.

It can also be a tool to make a student familiar with the norms of the school thus making them feel at home quickly.

Internal / official Documentation

This copy is really not meant for learners. For example, if you buy a car, do you want to learn about every intricate details that comprises your car? Well, unless you’re a mechanic, you probably don’t care as long as the car runs smoothly.

Similar to a language school, this internal documentation is used to have written learning goals for teachers, benchmarks and tests. In some cases, it can also serve during audits to show your school offers a solid program.

But, it is very rare that this type of documentation is what a learner or student is looking for.

Think about it: perhaps one of the learning goals for an English course is to introduce the present perfect tense. Is that going to make sense to a student who hasn’t taken the course yet?

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