How to Create Engaging Course Sales Copy

Creating Sales Copy for Online Courses

You can create great, helpful online course content, but without good course sales copy you've wasted your time and hard work. Here are a few tips for getting your value proposition across to prospective customers.

When we created our first online course in 2010, we were about as nervous and anxious as an entrepreneur can be.

After all, there’s nothing more stressful than a product launch online! You have no walk-in traffic like an offline business, so you never know what's going to happen.

But…whether your course succeeds or fails comes down to two key elements…

  • Where you choose to market traffic to your landing page...
  • The sales copy of your landing page to, well, make sales...

We’ve written about finding sources for traffic on the blog quite a few times, so in this post we’re going to go over a few tips for writing good sales copy on your main product site.

Lead With Your Main Strength

It’s easy for online course creators to create a great deal of content, feel very good about every detail they’ve covered over the last 100 hours, and cover every single detail on a sales page.

After all, you're proud of your work, aren’t you?

You could be! But when writing copy for your soon to launch new online course…

Keep it simple.

  • What is your primary solution?
  • What problem is it and can you describe that in a few words?

Sure, you can flesh out some details, but lead out with a strong pain point solution.

Break It Up

Have you happened to notice how I’ve written this post?

Well, basically, in sentences instead of paragraphs.

While your high school English teacher might not approve of busted up paragraphs (he/she isn’t here anyway to watch over your shoulder anymore), shorter copy structure in marketing has been shown to increase reading rhythm from visitors and better sales conversion rates from landing pages.

Use Stories Relentlessly

We were fortunate to have some success with our WP Courseware WordPress LMS plugin early in its infancy, but we gained some traction early on from some pretty successful users who were influencers in their space.

And as soon as we had those successful users, we began telling their stories on our blog and with video interviews.

This doesn’t only allow you to possibly only get a great backlink, some authority in your space as well, or inclusion in a blog post, but it also allows you the opportunity to ask for an endorsement to include a quote on your sales page or even a potential case story down the road via email or video.

If one of your course’s students becomes wildly successful (as a few of ours have), you’ll have some of the best free course sales copy material that no money can buy!

About Ben Arellano

Ben Arellano is one of the co-founders of Fly Plugins, creators of the first and most widely-implemented learning management system for WordPress, WP Courseware. Since 2012, he has helped thousands of entrepreneurs, corporate training departments, and higher education institutions develop and deploy online training courses from their WordPress websites.

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