Education Copywriter: From Higher Education to EdTech - I Write Copy That Informs, Inspires, and Persuades

‘Good education copywriting needs to be persuasive. Often, you find that educators are good at informing. They’re good at presenting information, but sometimes they really struggle with selling the product or service. Where an education copywriter really helps is that they add those persuasive elements into the text. A lot of education companies offer similar services, particularly EdTech companies, so there’s a real need to bring out the benefits and the unique selling points.’

Jamie Thomson, Brand New Copy

‘Working with Jamie has been a great pleasure. He is a persuasive writer whose user-centric tone and in-depth understanding of SEO principles enriched our website copy. I greatly appreciated his attention to detail and punctuality in delivering to our agreed timeline. His genuine interest in learning about our institutional values, voice and audience was reflected in the high standard of copywriting he delivered.’

Tom Fearon, Marketing and Communications Manager, The Australian National University

‘I’d highly recommend Jamie to anyone looking to hire a copywriter. Jamie helped us curate our guide How to Start a Tutoring Business. His creativity and attention to detail is second to none. He knows how to engage readers and deliver messages in a clear, entertaining way.’

Woody Webster, Co-Founder of Bright Young Things and TutorCruncher

‘For the past year, Jamie has been helping us develop video scripts as part of the My Trading Skills platform. We’ve been thoroughly impressed with his ability to take complex information and make it simple and easy to understand. He has really helped establish the tone of voice for our course materials. His attention to detail and commitment to delivering copy on time is second to none.’

Philip Konchar, My Trading Skills

ANU required a copywriter to refresh the content on its College of Law programme pages. The new content had to reflect the University’s values and provide a better fit for its new dynamic tone of voice. The pages also had to incorporate on-page SEO to increase their visibility in search rankings.

I was contacted by the Unveristy of Glasgow to write two white papers on two new technologies that the University had developed. As the technologies in question weren’t commercially available in other forms, I had to read a number of academic journals and research papers to familarise myself with the products.

WAES required a flexible education copywriting partner that could improve the content on the course landing pages. Each course description had to have consistent messaging, a cohesive tone of voice, and use relevant brand language according to style guidelines. 

Over the course of one year, I worked with financial trading platform My Trading Skills. I was responsible for writing 47 voiceover scripts for the platform’s educational course content. The client was delighted with the work and the course is now live.

In May 2015, I embarked on a year-long content marketing campaign with Mitesh Bhimjiyani, founder of the student careers website Success at School. Within 9 months, I helped increased his website traffic from 7,029 sessions per month to 77,698 by using my SEO content framework and a carefully planned content strategy.

I was asked by Plotr to create a series of career profiles to help young people in the UK make informed choices about their future career paths. Working from a copy deck, I wrote 40 detailed career profiles, which contributed to the 700+ profiles now on the Plotr website.

In a seasonal niche, I helped grow my client’s year-on-year organic traffic by 325% after 6 months, and increase their year-on-year revenue by 450%.

I was asked by the University of Aberdeen to write and proofread the online prospectus copy for their Life Sciences and Medicine and Arts department. Some of the website copy was then used as the basis for 6 printed booklets for taught postgraduate courses.

When we consider that the global education market is valued at $4.4 trillion, the e-learning industry at $200bn, and the global private tutoring market at $102.8 Billion, it’s no surprise that the education industry is a noisy place.

Copywriting provides schools, publishers, and EdTech companies with the opportunity to differentiate themselves and stand out in their marketplace. Yet it’s surprisingly difficult to find good education copywriting examples.

Educators are known for being good communicators. You’re able to use language in an adaptable way to suit our audience. You’re able to inspire, inform and provide guidance, but what educators often lack is the ability to sell your products and services effectively.