Are you struggling to write education-based marketing copy that not only teaches your audience as they’re reading, but also sells the product, program or service you’re writing for?
If so, you’re probably making one of these common mistakes.
Mistake #1 – Writing Too Intellectually
Writing too intellectually means writing above the reading level of your prospective client.
Writing above your reader is common mistake when with education-based copy because you want to teach your reader something new and impressing them with big words and jargon feels appropriate.
But you can’t always know the level of intelligence of your reader… and more importantly, you want to speak in plain language that clearly conveys the point you’re
trying to teach.
When you use additional, unnecessary, superfluous words (see what I justdid there?) you can leave your reader feeling confused and unsure what to do. And a confused mind NEVER buys.
To correct this mistake, review your copy carefully and remove any words whose meaning might not be instantly understood.
Mistake #2 – Educating Without Selling
With education-based copy, you can get caught up in educating and forget to sell. This is especially true in the alternative health and personal develop areas, where the tendency is to shy away from selling.
To correct this, make sure that you have a strong call to action and be direct with your reader about what you’d like them to do next. Be explicitly clear.
Mistake #3 – Not Positioning The Purchase
Positioning the purchase means that your content logically sets up the buying criteria for the product, program or service you’re promoting.
Your educational copy should logically set up the purchase or other action that you want your reader to take. More specifically, the content should flow in order from least relevant to most relevant to the actual offer you’re positioning.
This way, the last educational content your reader consumes is most directly related to whatever it is that you’re selling.