Know-How Exchange : Copywriting

Why did the parents (whose children are enrolled in your school) choose your school? What makes you better for them? Is it test scores? Approach? Student-teacher ratio? Hours? Special programs? If space is a premium, you might want to ditch the QR code - unless you have proof that it works for previous ads. It's space that might be better spent conveying your message.

As Jay suggests, the real solution is to identify the unique positioning benefit you deliver and focus on that. It may (or may not) be what you think it is. The people who know are the parents of current students. You need to listen to them as they talk about what they like about the school, how they made the decision to enroll their children there, and the emotional meaning of the school to them.

Don't minimize or discount the importance of this step. It's at the core of what will make your tagline come alive and work for you. You might even want to hire a professional market researcher to pursue this for you. There's a knack to asking the right questions and listening carefully to responses.

How about something that leads the reader to question? Following STLubahn's suggestion, only for me the spiritual's something most people don't consider important ... only that it's one thing that has real answers. So allude to their questions and they'll become inquisitive, and find you really do have the answers. In other words, you don't have to state Catholic, you do it. If you understand me.

Can students learn life from a book?
Book learning's one thing, life's another
Learning from a book's all well and good ... [you could have a series of these ... ]

What do you think of this approach?