Banishing the blah for universities | Senior higher education copywriter | Founder of All Things Words
“I really want to study at that university because they take a multi-disciplinary approach to research.” Said hardly any prospective student ever. Quick rule of thumb: If you’re writing something for a student audience, ask yourself: Is this something a student actually cares about? No? ➡️ Don’t bother saying it. Yes (but the focus is wrong)? ➡️ Turn it round so it’s relevant to them instead. Eg. rather than saying: “We take a multi-disciplinary approach to chemistry research.” Say: “You’ll build skills across organic, inorganic, physical and materials chemistry, and explore the latest developments in this fascinating, fast-evolving field. From new drug discovery and forensic science, to studying the molecules that make up the very origins of life.” Make it tangible and most importantly focused on what a student-to-be is going to get from the experience. Not what your academics think is important about it. #UniversityMarketing #HigherEdMarketing #HigherEducationMarketing #HECopy #BanishTheBlah
Research by brothers Heath showcases the importance of concreteness for lasting and meaningful impressions. Ideas such as "justice" are less "sticky" than ideas such as "bicycle," so your analogy is spot on. Thank you for sharing. 😊