How Successful Schools Write Copy That Compels Parents

Apr 19, 2018

How do School Marketers decide what to write on their advertising and collateral such as billboards, flyers and magazine ads? So many school marketers really struggle with copywriting that will appeal to parents. Today I’m going to give you a few tips on how you can get your copy right 😉

Show Timeline

00:39 Have a look at reviews on Google Maps and Facebook
01:30 Survey of parents that didn’t enrol
02:43 Online forums
03:45 School tours.

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Show Transcript

The first thing that you’ll want to do is to have a look at the reviews of your school and your competitor’s schools on places like Google Maps and Facebook. When you’re looking at these reviews, look at the emotive language that parents use when describing how happy they are with a particular college. They will say things like “It’s such a caring environment”, “My child feels loved”, “My child loves going to school every day”, “They are inspired to learn” and “They have developed a curiosity for learning.” Whatever language they use is the language you should be using in your sales copy. This helps you to speak to the needs of parents when writing copy.

The next thing you can do to find out what are parents are looking for is to put together a survey for people that actually inquired at your college but didn’t end up enroling. This is a difficult survey to get out and not everyone’s going to reply, but it really gives you important information that you need to address at a management level your school’s offering, what your enrolments team and sales copy should be addressing.

Put together a survey, send it out, and say “Thank you so much for your inquiry, we understand you’ve chosen another school, do you mind to just take two minutes to answer a quick survey about your school choices?” The survey you can ask questions like “What are you looking for in a school?” Or “What could we have done better as a school?” Or “What are you looking for specifically in a school, and what influenced your choices?” That’ll give you very important information, you just have to be very tactful how you word that survey and how you get it out.

Okay, so the next place to look at the language that parents are using in online forums. You can set up a Google Alert to tell you when a specific topic comes up as a new web page on Google. And you can set up an alert for your school name, or you can set up an alert for a specific topic. Find  forums specifically where people are looking for recommendations of a school, and when you get parents that reply to those forums and say “I’ve chosen school X, Y, Z, and this is why I feel it’s the best school for my child,” that will give you a lot of insight into why parents are choosing private schools and the type of language that you need to be using in your justification to choose your school.

Another great source of inspiration for copy is on school tours. If you’re a marketing person in a school and you don’t do the school tours, I actually recommend that you take parents on a school tour every so often. Do one tour a month just to keep your eyes on the ground so that you can know exactly what questions people are asking. It will keep you up to date and current with what’s going on.

Take note of the questions asked on a school tour, and address those questions in your marketing material and website. A lot of people will ask about things like your OP scores, subject areas, different classes that are offered and arrangements in the class. Make note of them, and address those questions on your website and collateral.

Okay, so I hope that helps you. Remember when writing copy for flyers, brochures, and websites, to not speak about your College all the time … “Our college does this, our college does that,” but to be focused on the customer. Speak to the parents and the children that you’re going to be serving and let them know exactly how they will benefit from being in your college, and focus it in on them instead of being a little bit stale and doing the typical expected thing for a school.

Let me know if you have any questions on the Facebook group, Marketing Mastery for Schools, we’d love to have you on the group and actively participating and asking your questions.

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