The Application with Allison Turcio

Crafting Copy that Converts: Tips for Enrollment Marketers

Episode Summary

Julie Johnson Novara, a seasoned copywriter, shares her insights on how to craft compelling copy that resonates with different audiences, especially in the higher education sector. The conversation dives into the nuances of effective copywriting, common pitfalls, and practical strategies that enrollment marketers can use to improve their messaging and connect better with prospective students.

Episode Notes

Julie Johnson Novara, a seasoned copywriter, shares her insights on how to craft compelling copy that resonates with different audiences, especially in the higher education sector. The conversation dives into the nuances of effective copywriting, common pitfalls, and practical strategies that enrollment marketers can use to improve their messaging and connect better with prospective students.

Key "How Tos" from this Episode:

• Segment and Personalize Your Emails: Understand your audience and tailor your messaging to their specific concerns and needs, especially when writing emails. Personalization can make recipients feel valued and more likely to engage.
• Address Audience Concerns Directly: Don’t shy away from addressing potential objections or concerns, such as the cost of education. Tackling these issues head-on with relevant stories or testimonials can build trust.
• Use Visualization Techniques: Before writing, visualize yourself as the student or audience member. This helps in creating content that truly speaks to their emotions and needs.
• Stay Consistent with Messaging: Ensure that all communication channels—from the website to social media—are consistent in messaging and brand voice to avoid confusing your audience.
• Utilize Copywriting Tools: Tools like content mapping and headline analyzers (e.g., Headline Studio by CoSchedule) can significantly improve the effectiveness of your copy by ensuring it aligns with both your goals and SEO best practices.

Guest Name: Julie Johnson Novara, Freelance B2B Copywriter & Content Creator 

Guest Social: https://www.linkedin.com/in/content-marketing-writer/

Guest Bio: A teacher-turned-writer, Julie spent 15 years teaching English for Speakers of Other Languages (ESOL) on three continents before turning her love of writing and education into a brand-building business. She’s thrilled about helping others communicate, so teaming up with marketers on content strategy and creation is… So. Much. Fun. Julie’s traveled the world but put down roots with her husband in central North Carolina.