• cfhewson

What is education copywriting?

Updated: Jan 1

Education copywriters work with many different organisations in the education and training sector: business training organisations, colleges, education recruitment agencies, nurseries, schools (state, private, international), tutoring agencies and universities.

They produce:

  • Beautifully crafted prospectuses

  • Blog posts and social media posts that attract people to your website

  • Clear, engaging training materials

  • Course descriptions that attract the right students

  • Easy-to-follow lesson plans

  • Memorable advertisements

  • Targeted website copy

  • Funding applications that are detailed and thorough.

An education copywriter crafts copy with a purpose.  That purpose might be to present your organisation in the best light to attract students, parents or sponsors.  From the outset, the copywriter must be very clear about who you are writing for and what you aim to achieve.

Do you want a brochure to attract prospective parents?  If so, the copywriter thinks: ‘What do parents want to hear?’  They could write about how your school values every child as an individual, making them feel respected, happy and safe. Perhaps they will explain that this is achieved through a personalised, broad curriculum and the commitment and skills of individual staff.  A nursery school brochure might talk about how much educational fun the children have every day, focusing on particular activities like weighing ingredients in a mud kitchen or walking in the woods to spot signs of animal life.

Maybe you need website copy that demonstrates to Ofsted that you value communication with parents, celebrate students’ achievements, provide equal opportunities for all and organise extra-curricular activities that expand children’s horizons?

Are you seeking sponsorship for a new library?  Can an education copywriter help you to show off community links that will persuade the business that they will see a return on their investment?

A good education copywriter will take the time to understand the ethos and priorities of your organisation by talking to staff and students beforehand.  The copywriter will discover your organisation’s strengths in order to promote them.  Does your organisation have visible, quality leadership? Are there high expectations of staff and students?  Do students feel secure and are they motivated? This research means that a plethora of publicity material can be produced for all different audiences.

Education copywriting builds trust and confidence in your organisation, especially if you are competing with other similar organisations in your area.  It’s important to choose words that appeal to all those who are vital for your survival.  If you are an international school then, with Brexit edging closer, the importance of effective marketing cannot be overstated.

Would you like to discover how a specialist education copywriter can help you?  Find out more at WriteSpark.

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