Back to School Copywriting Tips
If you look at dozens of school-related advertising, you'll notice one constant: They all contain phrases related to...school: Back to school, class, extra curricular, campus, education, etc. It's not simply cliche - it catches the eye (and in some cases, the ear).
Think about 10 tips for school snacks they'll love. Think that's not an eye-catching blog post title?
As the new school year's bell rings, here are some Back to School Copywriting Tips:
When it comes to school and college, people are looking for two main things (not necessary in this order): Savings, gear, tech, comfort, style, (and the aforementioned 'how-to' guides, which would fall more into the long-form content category).
School... As children - we loathed it; As parents - we celebrated it. As copywriters and content writers or content creators in general - it's another opportunity to create something fresh, or a new spin on annunal event, like holidays, or football season (which, purely by coincidence, is also just around the conrer). Whether you're a parent, student, teacher, kid...the words "back to school/college/university resonate. It's a whole mix of emotion. Many will talk about "back in our day..." etc., etc.
It's an exciting, yet stressful, time for all, so your copywriting needs to provide a spark. Whether it's special offers, coupons for items that people really need or find useful at this time (school supplies, anyone?) or something useful they can save for the future (20% off a spa treatment when you order now. You're gonna need it...)
One of the most important things is too remember immediately who is the audience you're writing for: Teachers? Students? And if students, what grade? It's easy to get mixed up in your writing because "school" is such a wide topic and possibilities. So, bear that in mind.
Since it's the beginning of a new school year, it'll be nice to give them a push and encouragement with humor, and "we've been there too," and it's a lot easier than when we were there" approach.
There's a boatload of school related jargon and college lingo you can insert and use in your copywriting or other content, such as in the following examples:
'5 easy steps to become fluent in...'
'Feeling like you're being lectured by your WALLET?'
'Make sure you pencil in this offer/date/discount...'
'If learning about the latest iPhone is your favorite subject...'
'You can take an educated guess on our surpise discount...or simply CLICK HERE.'
And if you're selling bug spray, for example, you can use plays on words, like a 'gross mindset...' You get the idea.
This is the time to use Cliches. Yes, use cliches: Teaching, grades, notebook. If you look at recent advertising trends, companies have no problems recycling cultural trends from several years back.
Use positive phrases: New, successful, future, encourage, bright, win/winning/ positive, you'll do it, friendship, etc.
Example: It could be worse. You could be studying/teaching/suspended in a house of dragons.
Bonus copywriting tip: Look up classic movies, especially comedies, related to school, such as: Ferris Buller's Day Off, The Breakfast Club, Mean Girls, Clueless, etc. Find the best quotes and play off on them in your copywriting or content.
Example: 'Our [sale/special] moves pretty fast. If you don't stop and look around you could miss it.' - Ferris Buller.
There's plenty of material here to use in your content, and with nostalgia a big thing now (anyone said Beetlejuice?), there's no reason not to use these sources effectively.
Happy new school year to all...
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