Question

Topic: Copywriting

How Do I Say....

Posted by Anonymous on 1/13/2011 at 4:04 AM ET 125 Points
Hi there,

I desperetely need your assistance...I need to summarize a piece of text for use on our new website...We need it trimmed down to such an extent that it will encourage people to signup for the courses.

Currently we have the following:

Timothy Training Institute (TTI) is a non-denominational ministry organization, based in South Africa, with the vision to Equip the Next Generation of Church Leaders for Full-time Ministry, under the guidance and covering of the local church (honouring our vision from 2 Timothy 2:2).

Timothy Training Institute offers 'three distinct courses', specifically designed to equip church leaders for full-time ministry. The courses are Biblically-Based, Christ-Centred, Spirit-Led, Practical and Outcomes-Based. The courses are developed by Africans for Africa and are therefore highly suitable for the African context. The courses are presented in such a way that it is "easy-to-understand" and "easy-to-learn". (Grassroots Level)

You can study at your own pace via correspondence or if you're a pastor, you can start your own class and enrol your friends, family and church members.

You will pay no monthly fees! You only pay when you order new modules or when you write exams. (Pay as you Study)

After successfully completing the first course, the Foundations Seminar, church leaders will be fully equipped for full-time ministry and be ready for the challenging, yet rewarding task of serving their congregation and community. They will receive a Licentiate & Certificate and may therefore further their studies by enrolling for the Diploma in Ministry.

We need....

We need to also say that the courses are specifically designed to meet you at which ever level (knowledge and Spiritually) you are at...

How do we say this?

Thanks so much!
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RESPONSES

  • Posted on 1/13/2011 at 6:48 AM Accepted
    You have a start, but you do need help. It's a copywriter you need -- not an editor. And there are a few things you can do to make the process more efficient (and save your copywriter from several false starts).

    First, define very clearly who your target audience is. Be specific, and describe where your ideal candidate lives, what kind of work he/she is doing now, what his/her aspirations are, and whatever else you know about the person you're trying to reach with the message.

    Second, be clear about the call to action. What exactly do you want your target audience to do when they land on your site? What action do you want them to take.

    Third, what's the end-benefit for your target audience? What is your positioning benefit promise to target-audience people who land on your site and take the desired action? How will THEY be better off? What's in it for them?

    Finally, how is the target audience going to find your site? You may want to consider what your marketing plan will be, because the copy may be different depending on what they already know and where they saw the link that gets them to your site. You may even want to develop a segmentation strategy so that you deliver a customized site experience to each segment of your audience.

    Just chopping half the words out of your copy isn't going to be enough if you want to accomplish your objective. You need to think through the objective and the strategy -- and THEN get a copywriter to create focused, clear copy targeted to a very specific target audience.
  • Posted by Jay Hamilton-Roth on 1/13/2011 at 7:59 AM Accepted
    Another way to get to your goal: interview people who have (recently) signed up why they did so. Do so enough and you'll get some similar words/phrases to help guide your copywriting effort.
  • Posted on 1/15/2011 at 5:10 AM Accepted
    Kevin - sounds like a great project!

    I would start with:

    "You have heard me teach things that have been confirmed by many reliable witnesses. Now teach these truths to other trustworthy people who will be able to pass them on to others."

    The rest I will work on, but need to know if you need students to have any qualification to enter the course?

    Peter
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