Write a Course Description That Sells

Imagine that someone is reading the description of your course. This person has never been closer to enrolling than at that exact moment. She is standing at the threshold and the description will be the deciding factor on whether she takes the next step or not. That means your course description must be well-written and engaging. That means your course description must sell.

General Requirements

  • The description should be at least 500 words long
  • Do not use images or external links
  • Do not include Instructor’s promo links
  • Use the tips below to write an outstanding description!

The Content

Course description tells the students what your course is all about. Your description has to be well-structured, well-written and to the point. Write it by expanding on these three questions:

1) What will the students learn?

The secret to answering this question is quite simple - provide as much information as you can. Be specific, give data, use bullet points and provide lively examples. Below you'll find some snippets of course description examples. 

Let’s say you have created a business course “Five Easy Ways to Launch Your Dream Startup”. 

That means there is a knowledge gap between you and the student when it concerns business development. What topics, experiences and insights hide inside this knowledge gap? 

The description should entice the student to learn more. If you have three secret negotiation tactics, mention what they might entail. Give the students a glimpse of the value they will gain if they enroll.

Finally, you are teaching this topic for a reason. You know why, but the students do not. What is so special about this topic? Why did you pick it out of infinite topics out there? Tell them!

2) What skills will the students gain? 

Think about it this way:

A student has finished your course, what can he actually do he couldn’t have done before starting it? What new skills are now at his command? 

The student has completed “Five Ways to Launch Your Dream Startup”. So the student now knows how to launch a startup - but that’s obvious. How will he launch it?

  • Does the student know how to attract investors?
  • Can the student draft a legal document?
  • Does the student know how to pick partners and team members?
  • Can the student carry out a successful negotiation? 

That's why you need to know how to copywrite (which means selling through writing). The student who finished your course ate the fruit of knowledge. What superpowers has he gained? Describe them in detail.

3. How will you teach the students?

Tell something about yourself. Who are you? What is your expertise? What methods of teaching do you prefer and use?

The goal of the course description is to convince the student to enroll IF that course will be useful to the student. Be honest. Don’t try to sell the course to the students, tell them why they should enroll in it.

The Structure

A course description is similar to any other product description template. People do not read descriptions as carefully as they read novels. People skim over descriptions first and see if anything catches their eye. So your goal is to catch the eye of the reader.

You can use the structure below, as it makes the process of reading easier.

1. Introduction.

The first few lines are the most read part of any text, so make them memorable. Provide the student with useful information, facts, data or other incentives to read more. For example:

This course is for aspiring entrepreneurs, who want to make their vision a reality. Here you will learn 5 tried-and-tested paths to launch a new business and more importantly - what NOT to do when starting.  

2. Bullet points. 

After the introduction, tell what the students will learn in bullet points. Bullet points help readers process a lot of information all at once. Bellow are description copywriting examples:

After finishing this course, you will know how to:

  • Develop your vision into a plausible business model
  • Plan and set goals
  • Pitch your business idea to attract investors
  • etc.

3. Paragraphs and subtopics

No one likes huge blocks of text uninterrupted by whitespace, so divide the course description into paragraphs. After every few paragraphs provide a subtopic - a short bolded sentence that will tell the reader what the next few paragraphs will be about. For example: 

...and other tricks of business development.

Getting Funded Is Easy if You Know How to Pitch

Pitching is an unavoidable part of starting your business. Not everyone realizes it takes practice and skills to pitch effectively. In this course you will learn how to...

The Language

With the course description, you are telling the student a story. It’s the story of taking your course, learning a new topic and improving oneself. Like any other story, it has to be engaging and easily readable. 

When writing the description, keep in mind this advice on language:

  • Use simple, short and direct language.
  • Avoid long and complex sentences.
  • Talk to the student. Say “You will learn” instead of “I will teach you”. 
  • Never say “Students will learn”. Talk to the student, not about the student. 
  • Be positive and be precise. Focus on the benefits: what will the student gain?
  • Be lively. Add real-life examples or quotes from your previous students.
  • Don’t sell the course, sell the knowledge and the skills it will provide. 
  • Don’t overuse bold or italic. 
  • If you get stuck, check out course description examples on the net or simply copywriting examples, which may inspire you.

And most importantly, be honest. Simply tell the students why it is in their interest to enroll in your course.  

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