Copywriting principles, often employed in advertising and marketing, can be a
powerful tool to captivate learners and make course notes more engaging. By
incorporating key elements of copywriting into course materials, educators can
create an immersive and compelling learning experience.
Many other forms of writing have been developed based on subjective preferences. Many of the ‘rules’ of writing you have been taught are actually the application of rules for Latin, which applies to English (a Germanic language). Because of this arbitrary and subjective nature, many approaches to writing are not evidence-based nor have they established their value from empirical evaluation. This is very much the case for textbooks and journals. You have likely therefore become accustomed to this form of writing. And you likely assume it is the proper way to write. Even though there is little rationale for this.
Copywriting, on the other hand, has always been assessed for effectiveness. If an ad does not work, then the copywriter does not get paid. They will learn quickly what is effective in communicating and what is not. Therefore, copywriting offers much that you can use to improve your course content.
This article explores the fundamental principles of copywriting and demonstrates how they can be applied to enhance the engagement and retention of course notes.
You could also choose to study this more thoroughly on your own – that would be
of great benefit to anyone creating a course.
Attention-Grabbing Headlines
A captivating headline is essential to grab the attention of learners and entice
them to explore the course material further. It should be concise, intriguing, and
highlight the value of the content. By crafting compelling headlines, educators
can pique curiosity and create an immediate connection with learners.
One of the most famous examples of such a headline is, “Headless body found in
topless bar“. This was a newspaper article – newspapers are often faced with a
similar challenge to advertisers, and can also offer great insights into effective
writing.
Example
Now consider this attention-grabbing – “How to predict and prevent a herpes
outbreak“.
“how“. This makes it clear to the reader that they will get something from what is
Clear and Concise Language
Using clear and concise language is crucial in course notes to ensure easy
comprehension. Avoid jargon that might confuse learners. If you do need to use
technical words, as would be expected in most courses, then consider a glossary.
Also, avoid complex terminology and sentences. Instead, opt for simple,
conversational language that conveys ideas effectively and fosters
understanding. There is nothing wrong with using “I” and “you“ so that the reader
feels like you are talking directly to them.
Short words will also punch more than long ones. Consider “assist“ and “help“.
Someone offering the latter will sound more valuable than if they offer the
former. Even though, in reality, they are the exact same thing.
That being said, the occasional long sentence or unique word, when used
strategically, can shake things up a bit to get the reader re-engaged.
Storytelling Techniques
Humans love stories. Incorporating storytelling techniques can make course
notes more engaging and relatable. By presenting information in the form of
stories, anecdotes, or case studies, you can create an emotional connection with
your students, making the content memorable and meaningful.
Consider an anecdote for each section of your notes.
Use of Persuasive Language
Persuasive language techniques, such as rhetorical questions, powerful
adjectives, and active verbs, can evoke emotions and influence learners’
attitudes and behaviours. By using persuasive language strategically, educators
can inspire learners and motivate them to engage deeply with the course
material.
Some examples
This is a powerful word. It shows that you have given thought to a rationale for what you say. Use this word when you need to ensure someone will accept what you say.
life, you should take this course.
“Imagine”
This word is ideal because it forces the reader to use their visual senses as they read. This can then induce emotions aligned with what you want to encourage.
Emotions
Always think about changes to your notes and other content to induce emotions in your reader.
Numbers
When you use numbers, things just seem more believable and trustworthy.
Consider the following two examples:
- The best method to prevent herpes transmission
- The No. 1 method to prevent herpes transmission
thoughts of all the methods being assessed so completely that they can be
ranked. This creates a sense that the respective research work is more thorough
and trustworthy.
Use of Bullet Points and Formatting
Breaking down information into concise, scannable bullet points improves
readability and facilitates quick understanding. Proper formatting, including
subheadings, bold text, and bullet points, helps learners navigate the course
notes efficiently and locate key information effortlessly.
Personalization and Relatability
Tailoring course notes to the specific needs and interests of learners enhances
personalization and relatability. Addressing learners directly, using examples
relevant to their experiences, and acknowledging their challenges and
aspirations fosters a sense of connection and engagement.
For this to work, you need to leverage your experience with the challenges faced by those who are likely to take your course. You should be doing this when you create copy to promote your course, but also do it as you produce your content. If you always have your student in mind as you create content, then that content will be far superior.
Calls to Action
specific actions, such as completing assignments, participating in discussions, or
exploring additional resources. Well-placed calls to action guide learners’
progress and maintain their focus and commitment.
Examples:
- Start test 2 now, and confirm all you learned
- Do these exercises now to see the benefits they offer
- Make a summary of what we just went over and how it relates to your
- experience
- Take a moment now to draw that diagram from memory
Conclusion
By incorporating key elements of copywriting into your course notes, you can
transform them into engaging and impactful learning experiences. Attention-
grabbing headlines, clear language, storytelling techniques, persuasive
language, personalization, and calls to action all contribute to creating an
immersive and effective learning journey. By adopting these copywriting
principles, you will captivate learners and improve their knowledge retention.
Medical Disclaimer:
The information provided in this article is intended for educational purposes only and should not be construed as medical advice. It is not intended to diagnose, treat, cure, or prevent any disease. Any changes in lifestyle, including dietary modifications, should be discussed with a qualified healthcare professional or medical practitioner. Individual health circumstances vary, and what may be appropriate for one person may not be suitable for another. Always seek the advice of your physician or other qualified healthcare provider with any questions you may have regarding a medical condition. Never disregard professional medical advice or delay in seeking it because of something you have read in this article or on this website.