I’ve written countless descriptions for university undergraduate and postgraduate degrees, and quite a few general promotional pieces for different universities and schools within universities. In fact, the education sector is one of my biggest sources of copywriting work. Here’s a graph showing which industries most of my copywriting jobs come from (click to zoom):
Here are some examples of my past education copywriting engagements…
Since 2009, I’ve written a lot of copy for various schools within Macquarie University. They test the usability of their pages very rigorously. These tests have revealed that my copy significantly outperformed their original copy. ‘Cloze testing’ on two of my pages, for example, showed that reader comprehension was 144% better. ‘Flesch-Kincaid testing’ on the same pages showed an increase in ease of reading from 0 to 25.3 on the first page, and from 6.7 to 22.7 on the second (a higher score means easier to read). Here’s a sample (click to zoom):
I also wrote a lot of copy for the University of Western Sydney (click to zoom):
I’ve always found the biggest challenge when working with universities is that the subject matter experts who provide most of the background information, and who end up reviewing the copy, are usually academics. They’re very close to their subject matter and often insist that it’s exhaustive, not just accurate. And they have very little tolerance for the vague and all-encompassing statements that are sometimes required in copywriting.
Fortunately, however, I’ve spent more than my fair share of time in the academic world. I have a Master’s degree myself, so I’m comfortable communicating with professors and lecturers, and they don’t intimidate me. (Once they smell blood, it’s all over! ;-)
But not all my education copywriting work has been for universities. I’ve written for private colleges (e.g. language schools) and also for organisations like SEEK Learning, which on-sells university courses to job-seekers. Like this (click to zoom):
Education copywriting clients
Contact me for a quote on your education copywriting
If you’re after a world-class copywriter with more than a decade of experience writing for educational institutions, call Glenn in Sydney Australia on 0413 388 991 or email me for a quote.