Writing Creative & Compelling Course

Descriptions

P re s en t e r : Ka t i e

Lyn ch -Mo r i n

D i r e c t o r o f

Commun i c a t i o n s ,

L ERN

Agenda

T h e B a s i c s

W r i t i n g f o r Yo u r Ta r g e t A u d i e n c e

Re p e a t C o u r s e s

P r i n t v s . We b

E d i t i n g

A brief refresher

The Basics

1

What to Include T h e T i t l e , T h e D e s c r i p t i o n , T h e Te a c h e r

B i o g r a p hy & L o g i s t i c s

• What: Description • Why: Outcomes

• Where & When:

logistics

Format

• 40-120 Words

• Complete sentences • Serif typestyle

• Second Person

Descriptions A I D A P r i n c i p l e

• Attention • Interest • Desire • Action

Think of Titles as Headlines

• Length

• Focus

• No “Things”

• Tr igger

Words

Your Title (Headline) Matters

Most!

On the average ,

f i ve t imes as

many peop le

read the

head l ine as

read the body

copy. - Dav id

Ogi lvy

Title Tips A s k a Q u e s t i o n

M a ke i t p e r s o n a l

M a ke i t r e l a t a b l e

Q u a n t i t a t i v e & s p e c i f i c o u t c o m e s

I d e n t i f y t h e t a r g e t a u d i e n c e

U s e h u m o r

C r e a t e a s e n s e o f c u r i o s i t y

Ke e p i t p o s i t i v e

Great Titles C u l t u r e Wa r s : Po l i t i c s v s P r i n c i p l e s

Ta m e Yo u r “ To M u c h To D o ” L i s t !

O u t s m a r t t h e S c a m m e r s

C l a s s i c H o l i d a y M e a l s : P r i m e R i b & Yo r k s h i r e

P u d d i n g

What makes these titles

enticing?

Openers H o o k t h e Re a d e r

• Definition • Unique

Fact • End Result • Question • Quotation • Distraction

Great Openers H a v e y o u e v e r w a n t e d t o b e a b l e t o w r i t e y o u r

o w n i n v i t a t i o n s , a f a n c y n o t e , o r y o u r f a v o r i t e

p o e m f o r d i s p l a y ?

Yo u f i n a l l y f i g u r e d i t o u t a n d y o u l i k e w h a t y o u

h e a r. N o w t a k e y o u r h a r m o n i c a p l a y i n g t o t h e

n e x t l e v e l .

• Mold great openers to

work for your

courses!

Great Openers N o t h i n g c o m p a r e s t o f r e s h , h o m e m a d e m o z z a r e l l a

a n d r i c o t t a c h e e s e s .

C o m e s p e n d a n e v e n i n g m a k i n g a l l y o u r

h o l i d a y g i f t s .

B e t h e b e s t b a b y s i t t e r o n t h e b l o c k !

• Do these openers

make you want to

read further?

Openers to Avoid “ T h i s c o u r s e w i l l …”

“ T h e i n s t r u c t o r w i l l s h a r e …”

“ T h i s i s a n o p p o r t u n i t y…”

“ L e a r n …”

“ Pa r t i c i p a n t s o f t h i s c o u r s e w i l l …”

• Don’t focus on

the course or instructor

Focus T h e C o n t e n t & T h e L e a r n e r

• Benefits • Scope of

the Course • Results/

Outcome

You, Yours & Yourself

Make the

Reader the

Focus

You vs. Student I n t h i s c l a s s y o u w i l l d i s c o v e r 1 0 0

n e w w a y s t o b r a i d h a i r.

S t u d e n t s w i l l l e a r n 1 0 0 w a y s t o b r a i d

h a i r.

WIFM: What’s in it for

me?

Active vs. Passive Language

Emphasize

the Person

Why It Matters A c t i v e v o i c e i s m o r e e n g a g i n g a n d o f t e n e a s i e r t o

r e a d t h a n p a s s i v e v o i c e .

Active Voice forces

brevity!

Finding the Right Words

Act ion Words

& Tangib le

Outcomes

Action Words C a t c h t h a t f i s h o f y o u r d r e a m s o n a r o d y o u

p e r s o n a l l y b u i l t .

C a t c h t h e f i s h o f y o u r d r e a m s o n a c u s t o m , g r a p h i t e

r o d d e s i g n e d a n d b u i l t f o r y o u , b y y o u .

Give the reader

an image.

Show, Don’t Tell C a t c h t h a t f i s h o f y o u r d r e a m s o n a r o d y o u

p e r s o n a l l y b u i l t .

C a t c h t h e f i s h o f y o u r d r e a m s o n a c u s t o m , g r a p h i t e

r o d d e s i g n e d a n d b u i l t f o r y o u , b y y o u .

Give the reader

an image.

Show, Don’t Tell Fa m i l i e s w i l l l e a r n w h a t t h e d o g n o s e k n o w s .

A d o g n o s e i s 1 0 , 0 0 0 - t o 1 0 0 , 0 0 0 - t i m e s m o r e

s e n s i t i v e t o o d o r s t h a n y o u r s . D i s c o v e r w h a t y o u ’ r e

m i s s i n g i n t h i s c o u r s e .

This technique also helps you avoid

unwarranted superlatives.

Leave It Out D o n ’ t b o g d o w n t h e d e s c r i p t i o n o r s l o w d o w n y o u r

r e a d e r w i t h t h e s e t h i n g s .

• Abbrev iat ions • Added fees

• Prerequis i tes • Informat ion

that can be sent to

s tudents

Writing for Your

Audience 2

Who is the Class Geared For?

Not every

c lass is for

everyone.

What to Consider when Assessing a Class’s Audience

- Gende r

- Age

(Gene ra t i o n )

- Sub j e c t

Ma t t e r

- L e ve l o f

E xpe r i e n c e

Speak Their Language

- Gen Y doesn’t want to take their

parent’s classes - Gen Y is confident and goal oriented - Remember they are savvy at looking

things up for themselves

The Concep t o f

Con t i nu i ng /Com

mun i t y Ed

doe sn ’ t c ome a s

ea s y t o Gen Y a s

p r e v i ou s

gene ra t i o n s

Speak Their Language

- Gen X likes simple edgy titles

- Focus on results - Don’t soften the message

- Be brief, direct and emphasize the importance of the class

I n c o r po ra t i n g

bu l l e t p o i n t s

w i t h i n t h e t e x t

t o empha s i z e ke y

c on cep t s wo r k s

we l l w i t h Gen X

Speak Their Language

- Boomers like to be guided on

adventures! - Don’t reference getting older or aging, reference new adventures! - Paint the picture with rich,

descriptive words

Word s l i k e

“Adven tu r e ”,

“D i s c ove r ” and

“ E xp l o r e ” e x c i t e

l e a r ne r s f r om

t he B aby Boome r

Gene ra t i o n

Enrichment vs CPE

- Professional class descriptions should talk about results

- Use a serious and knowing voice - Talk about results and end goals - Testimonials and examples work

well - Emphasize instructor qualifications

Wi th CPE c l a s s e s

s peak i n t e rms

o f wha t you w i l l

wa l k away w i t h ,

a nd wha t t h a t

w i l l g e t you

down t he r o ad

Enrichment vs CPE

- Enrichment classes should use positive, descriptive language

- Use creative, fun titles that draw the reader in

- Ask questions in the description - Emphasize the fun environment

- Emphasize the “you can do it” aspect of the description

Wr i t e w i t h a f un ,

r e l a xed vo i c e f o r

en r i c hmen t

c l a s s e s . B e

po s i t i v e and

en cou rage t h e

r e ade r.

Don’t be Too General

- Often classes that are too general

get fewer enrollments than more specific ones

- For example: - Self Defense – 0 enrollments

- Self Defense for Women – Full Class - Find the balance between restricting

enrollments and providing specific value

Ano the r

e x amp l e :

I nve s t i n g 101 v s

I nve s t i n g f o r

Re cen t Co l l e ge

G rad s

Gene ra l v s .

S pe c i f i c

B o t h t a r ge t

b eg i nne r s ye t

de f i n i t e l y a

d i f f e r en t

d emog raph i c

Seems way t oo

s pe c i f i c …bu t t h e

s t uden t s a s ked

f o r i t !

Repeat Courses

3

It is good to refresh course descriptions, but not constantly

You want

certa in,

successful

c lasses to

have

consistency

Reasons for Changing a Class Description

- An aspect of the class changes

(length, structure, instructor) - Consistently low enrollments for a

previously popular class - The class is be revamped to fit a

specific audience - Feedback from students

Ove ra l l we

r e c ommend

t r y i n g t o r ew r i t e

20% o f you r

d e s c r i p t i o n s a

yea r.

How to Write the Best “Refreshed” Descriptions

- Talk to past students/best

customers (They are they ones that are interested in the subject) - Utilize testing and surveying

- Create a focus group - Understand who takes the class

through data, then write to those people

U n d e r s t a n d i n g

w h a t i s a p p e a l i n g

t o y o u r b e s t

c u s t o m e r s w i l l

h e l p a t t r a c t n e w

c u s t o m e r s w h o

a r e

d e m o g ra p h i c a l l y

s i m i l a r

Print vs. Web

4

Real Estate is Cheap

Expand

descr ipt ions

on top

offer ings

f i rst .

Real Estate is Cheap

• Add value

• Instructor

b ios

• Test imonia ls

Editing

5

Guidelines & Style Set Some

Rules of

Thumb

What to Consider D a t e s , a d d r e s s e s , c o m m a s , w o r d s w i t h a l t e r n a t i v e

s p e l l i n g s o r s y m b o l s , c a p i t a l i z a t i o n , a c r o n y m s ,

a b b r e v i a t i o n s

AP Style or

Chicago Manual of Style

Start at the End

Read your

copy from the

end to the

beginning.

Ditch the Redundancies

Did you use

two words to

convey an

image where

one would do?

Avoid Overused Phrases

• This is a…

• In order to

(To)

• For the

purpose of…

Cut Clutter

• That

• Very

• Real ly

• In order to

• There are

Proofing

• Proof for

wr i t ing and

logist ics

separate ly

• Proof in the

f ina l format

Before & After

?

This intriguing session from the Office of the State Auditor (OSA) Special Investigations Director will cover the types of fraud experienced by local governments and strategies that can prevent and detect fraud. Explore types of cases seen by the OSA and what is being reported. Plus, walk away with tips and resources to help determine when an expenditure is authorized.

Before

Discover strategies to detect and even prevent fraud from the Special Investigations Director of the Office of the State Auditor (OSA). Examine real case scenarios and learn about the many types of fraud experienced by local governments. Take back strategies and tips that will help you determine when an expenditure is authorized.

After

Did you know the national resuscitation rate is only 5%? Did you know the save rate in the northern suburbs of the Twin Cities is approaching 27%? The difference is this: more lay persons trained in CPR and the use of an Automated External Defibrillator has the greatest impact on resuscitation than any other factor. The new guidelines emphasize hard, fast compressions, early access and use of an AED. Learn how to use your head, hands and heart by learning how to do CPR, AED's, and barrier devices on adults, children and infants.

Before

Could you save a life in an emergency? Being trained in CPR and the use of an Automated External Defibrillator has the greatest impact on resuscitation than any other factor. Attend this class and leave knowing how to safely and effectively perform CPR and use an AED on adults, children and infants.

After

Table Building Transform your imagination into reality while developing the organizational skills necessary to become a craftsman. Learn to build a table in a fun environment that gives you the tools to safely and confidently construct your own creation. Crafters, builders and do-it-yourselfers welcome. $50 materials fee $149

Before

DIY Table Channel your inner designer and construct a beautiful and practical piece you can use in your own home. The instructor will walk you through the table-building process – from conceptualization to completion – and you’ll end the course with a finished table, as well as techniques for future DIY projects.

After

Microsoft PowerPoint 2013 Fast-Paced - Level 2 This intermediate level class requires previous experience with Microsoft Office software and successful completion of the PowerPoint 2013 Level 1 class is strongly advised. Topics covered include choosing themes and building slide masters, adding multimedia and audio, inserting and customizing tables and creating hyperlinks. Creating speaker notes, printing presentations and enhancing presentation navigation are all addressed as well. An illustrated textbook is included in the cost of the class.

Before

Increase Your PowerPoint Skills Become a PowerPoint pro and take your presentations to the next level in this fast-paced class. Learn to customize your presentation designs and make the most of the tool’s advanced features . Discover how to build slide masters, add multimedia and much more.

After

Project Management Certificate Project Management is one of the most rapidly growing professions in America. Certified project management skills are now required by most. Our 35-hour certificate course prepares you to be an effective member of a company’s project management team. It covers the processes and best practices for the 10 knowledge domains of project management. Whether you are trying to enter the workforce with competitive project management skills or you are seeking to strengthen your business acumen and professional gravitas, this course is for you! Additionally, if you are planning to take PMI®’s CAPM® or PMP® exams, this course provides the education hours you need to qualify for the exam.

Before

Project Management Certificate Whether you are trying to enter the workforce with competitive project management skills or you are seeking to strengthen your business acumen and professional gravitas, this course is for you! Project Management is one of the most rapidly growing professions in America and certified project management skills are now required by many companies. Get the skills you need to be an effective member of a company’s project management team in this 35-hour certificate course. Learn the processes and best practices for the 10 knowledge domains of project management. Additionally, if you are planning to take PMI®’s CAPM® or PMP® exams, this course provides the education hours you need to qualify for the exam.

After

Watercraft Safety Learn from the U.S. Coast Guard Auxiliary about boat handling and the rules you must follow on the water (state and federal boating laws). Discover inland aids to navigation, how to use your boat’s radio, how to tie lines & knots. Know the law and what is required in accident reporting. Including if a person is injured and requires medical treatment beyond first aid or if damage to a vessel exceeds $2,000, or the boat is destroyed. A book and lunch are included in the fee for the class.

Before

Watercraft Safety Learn to be a safer, more prepared boater in this course from the U.S. Coast Guard Auxiliary. Discover techniques for boat handling and navigation, and learn essential boating skills for your radio, lines, knots, and much more. After completing the course you’ll have all the tools you need to be safe on the water, and you’ll have a thorough understanding of the law and what is required if an accident does occur.

After

Estate Planning Basics Probate, long term care and tax laws are constantly changing. Find out how to prevent your assets from going through probate, how to protect unnecessary taxation, how to retain control of your affairs and how to protect yourself against the costs of long term care. Discover the dangers of using joint accounts and quit claim deeds as estate planning tools. Learn about medical and financial powers of attorney, wills, "Ladybird" deeds and living trusts. Understand how "gifting" can affect you and the recipient, including gift tax laws, capital gains tax laws, as well as eligibility for Medicaid and Veterans benefits. The class will cover recent changes in Michigan's real estate laws, which prevent the reassessment of the taxable value of the property for transfers to family members. Learn about Michigan's "Estate Recovery" law, whereby the State can seek repayment from a person's estate for governmental benefits paid, and ways to prevent that from happening. Attendees receive a Personal Affairs Organizer. Instructor: Christopher Lindsay, Elder Law attorney. 1 class.

Before

The Complete Guide to Estate Planning The rules and regulations for estate planning are constantly changing but you can still be proactive. Learn what it takes to retain control of your affairs and protect yourself from unnecessary taxes, costs and other unforeseen circumstances. Discover the hidden dangers of estate planning and take home tools that will help you be prepared for nearly any situation. The class will also cover recent Michigan law changes that impact estate planning.

After

Zuppa (Soups) DEMO Try three soups from three different regions of Italy. Start with pasta e fagioli, hailing from Naples. A soup with cannellini beans, diced pancetta, tomatoes, herbs and finished with pasta. From Rome, Francesca makes stracciatella, an egg soup with lemon juice, marjoram, topped with parmigiano cheese and served with homemade crostini. The last region explored is Tuscany, zuppa con borlotti e salsciccia, a red bean and sausage soup with potatoes, cabbage, leeks and fresh herbs. Scholarship recipients pay $25. Instructor: Francesca Giarraffa. 1 class.

Before

Zuppa (Soups) Explore the rich tastes of Italy with Zuppa! From Rome to Naples and Tuscany, you will tour the Italian countryside through the use of traditional ingredients and aromatic herbs and return home with three delicious recipes you’ll use time and again.

After

Artistic Welding This hands on course is designed to expose students to basic welding techniques through the creation of an artistic welding project. Students will learn welding safety, basic SMAW and GMAW welding, tacking and fabricating techniques. Students will complete an artistic weld project that is chosen in consultation with the instructor.

Before

Artistic Welding Get creative and learn how to fabricate a piece of art for your home, garden or yard in this artistic welding course. In this beginner course you will be introduced to welding fundamentals and safety methods before collaborating with the instructor on your artistic weld project.

After

Pre-Level I Digital Photography – DSLR Camera Boot Camp This one-night class is designed to explain the controls on your DSLR camera. You will learn what all the buttons, dials and switches are used for and how to change the settings on your camera so that all future courses are easier to understand and participate in. How the settings impact your photos will be covered in Levels I, II and III. This class is not a prerequisite for later levels, but is strongly recommended unless you are already familiar with your camera controls. If you've just gotten your digital camera or have a new one that is confusing, this class is for you.

Before

DSLR Camera Boot Camp Master the buttons, dials and switches on your DSLR camera in this one-night class. Learn what all of the controls on your camera are used for and how settings impact your photos. If you've just gotten your digital camera or have a new one that is confusing, this class is for you. This is a good starter course and a recommended prerequisite for higher-level camera courses.

After

For Newbies: Using your iPhone and iPad Learn all about how to use devices like iPads, iPhones and iPods, as well as the Apple iOS operating system. Topics covered will be determined based on the collective needs of students, but can include: basic usage; setting up Settings; how to get onto Wifi networks; syncing devices through iCloud; purchasing, downloading, installing and deleting apps; using particular apps like Camera, Mail, Maps, Safari (and other web browsers), and non-Apple apps like Youtube, DropBox, etc., and more. Prerequisite: Students should own at least one iDevice and bring it to class.

Before

Make the Most of Your iPhone or iPad Learn how to put your iPhone or iPad to better use in this hands-on beginner course. Do you want to learn how to FaceTime with your kids or grandkids? Take better photos on your next vacation or find tutorials on YouTube? You will help determine the direction of the class so come with a skills wish list and your device.

After

NEW! What To Do with Leftovers! It's a universal problem for home cooks everywhere: what to do with the leftovers? Chef Stephen works his magic and transforms leftovers into delicious new meals. Roast chicken gets new life as quesadillas; hamburgers become beef chili; and, pork chops turn into stir fry with mixed veggies. Come get your creative juices flowing! Presented by: Chef Stephen Wolff, Culinary Creations, LLC

Before

NEW! What To Do with Leftovers! Sick of eating the same old thing? Learn to transform leftovers into delicious new meals. Save money and reduce waste by discovering how to give your leftovers new life with easy, delicious recipes. Come get your creative juices flowing! Presented by: Chef Stephen Wolff, Culinary Creations, LLC

After

SAFE Camp Registration must be completed by 5 pm on Thursday for the following week to avoid a $10 late fee. Registration is on a first come, first served basis. Payment will not be accepted at SAFE Camp. Supervised choice activities occur daily during drop off at 7 - 9 am and pick up time of 3:30 - 5:30 pm. Children are assigned a camp group and follow our enthusiastic group leaders through a fun filled daily schedule. Weekly newsletters with specific information will be available online and at camp. Camp fees are not refundable in cases of absence or illness due to staffing and planning that is involved. No fee will be refunded for any day or portion of the week if a child does not attend. Camp planning and materials have been made and committed to based on the registered number of campers per week.

Before

SAFE Camp Remove the words “I’m bored” from your child’s vocabulary. Every day at SAFE Camp is different with field trips, swimming, arts & crafts and much more! Camps fill quickly and registration is on a first come, first served basis.

After

Caregiver Boot Camp Do you need help navigating the challenges of caregiving? Millions of U.S. adults are becoming caregivers with little time to process or even plan for it. Research shows that 40% of 43.5 million unpaid family caregivers in this country also have kids under 18.

Before

Caregiver Boot Camp Being a family caregiver can be a challenge but you don’t have to do it alone. Get help navigating the challenges of caregiving. Learn about the aging process, memory loss and common chronic diseases. Take home new communication skills and techniques for handling difficult situations.

After

Resources

G r a m m a r l y

H e a d l i n e A n a l y z e r

H e m i n g wa y

Wo r d C o u n t e r

Questions

?

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