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What’s This Course About, Anyway?: Crafting The Perfect Course Description

Erin Dotson-Kelly

If someone were to ask you what your course was about, what would you say? Do you have a clear explanation that tells potential students who your course is for? Your course description is the way your potential customers know if your course is appropriate for them - for their needs, for their skill level, for their interests. It’s how they know if your course is right for them.

Your course description likely appears on your sales page, and is the first thing that your customers read about your course. It’s almost like an elevator pitch for your course. It’s your hook, your first impression. And if customers aren’t impressed, they’ll pass.

Why Is It So Important?

Customers see courses as an investment. When time and money are on the line, people are understandably cautious. But, your course description can ease their doubts. You will give them a window into what your course can give them. Potential students can only base their decision on whatever information you provide at the outset. So, you better make it good!

What To Include in Your Course Description

You want your potential students to understand exactly who the course is meant for, what skills they’ll glean, and why this is important for them.

WHO it’s for + WHAT they’ll learn + WHY it matters

Consider Your Audience

When you’re identifying your target audience, make sure you communicate that clearly.  No one wants to take a course that won’t serve them or better their skills. Consider the industry, any prerequisite knowledge your potential customers might have, and what their goals might be.

Your course is for event planners? Great! But I'm going to almost guarantee that it's more specific than that. Is it for novice planners looking to build their business? Those who have been in business for a few years and are looking to scale? Is it for a planner who needs help with the business side? Or a course designed to give planning tips and ideas for creating memorable events? These are all different customers!

What Are The End Goals Of Your Course?

Explaining what your students will gain from the course is non-negotiable. They need to know what tangible skills and knowledge they will walk away with. This goes back to my last blog post about writing your course objectives. Including these in your course description (even in a shorter form) helps your students understand that, yes, your course will help them!

Why Your Course?

You don’t want to end without making the sale. Why should they take your course? Why should they choose you? A compelling narrative will ensure that your potential customers understand that your course is the thing that will help them get to the next level.

Be cautious that you’re not making promises you have no control over. Don’t guarantee income levels or sales. But, do explain how the skills from your course will help them as they scale.

Overall, clarity is the key. Clarity in your course description tells your customer that they can expect clarity throughout your course.  So, if you can craft an awesome course description, it's a win win for you and your target customers.

If you’re looking for help getting your course description put together (or any other part of your course), set up a discovery call to see if we’d be a good fit!