Part III of III | Copywriting and Graphic Design: The Finishing Touches

Let’s get down to the nuts and bolts of producing your Siminar. You’ve got an idea. That’s a great place to start. Now, let’s turn it into a course. We do that by dividing Siminar production into three stages:

  • Begin with *Instructional Design to give your idea structure
  • Add substance and illustration with *Video Production
  • Make your Siminar complete with Copywriting and Graphic Design

This is the third blog in a series of three focusing on the three stages of Siminar production. In it I’m going to help you perfect your copywriting and graphic design in the course itself, and on the marketing page.

At this point in the process, you’ve sketched out your storyboard; created working course, step, and item titles; assigned media types; embedded your super video; and chosen temporary images. In essence, you have a framework for your Siminar. It’s time to put up the walls and add the doors and windows with your final copy, titles, and images. This is how you do it:

Course Copy

  • Turn those bullet points into complete thoughts. Keep them brief, concise, conversational, and empathetic. Edit the content by cutting the word count in half, and then cutting it again.
  • Finalize your media decisions. Ensure you’ve chosen an action for an action, a blog post for a blog post, and so on.
  • Perfect each step and item title.
  • Create a one-sentence summary that expresses the core idea for each step.
  • Make your banner work for you. It’s the first thing students see so it must be intriguing. Hook them with captivating copy that declares your promise to them.
  • Get an editor or a colleague to look everything over with a critical eye.

Course Graphic Design

  • Choose at least one image per item. A picture’s worth 1000 words, it also helps distribute the load and provide context.
  • Know why you’re adding a visual. Choose images that:
    • Enhance the meaning and reflect the mood of the copy
    • Demonstrate a point
    • Show a process
    • Act as metaphor or illustration
    • Connect with the content
    • Add value
  • Use infographics—visual images, like charts and diagrams, that represent information or data—anywhere they can replace intricate instructions.
  • Select an illuminating banner image that makes sense with all your course content. Maybe it has your picture, or maybe its the same one in all your different Siminars.

Marketing Copy

  • Give your course a killer title. I can’t stress the importance of this enough. It’s the element that first catches your prospective student’s eye while scanning your marketing landing page. Use this formula:
  1. Keep it brief and catchy—five to six words is best
  2. Use numbers
  3. Include a provocative adjective
  4. Personalize it
  5. Make it promise something
  • If using the sub-title option, finalize it. The sub-title should talk about ‘how’ your solution will deliver on the promise you just made in the title.
  • Write an inviting description of your Siminar for your marketing page. Keep it brief, but make it complete by touching on the main points, and making the direction it will take clear.
  • Complete all your marketing page copy, edit it, and preview it. If it doesn’t look the way you want it to, change it.
  • Personalize, customize, and finalize the email subscription line, and the body of the email.

Marketing Graphic Design:

  • Add enticing images to your marketing page to break up the content and add interest.
  • Add engaging images to your marketing page header.
  • Include the Siminar banner, Siminar icon, and facilitator (that’s you) image.

A Siminar is an idea plus the sum of its parts. Each stage of production is as important as the one before. Build on your foundation with copywriting and graphic design that deliver your idea with clarity and style.


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