You’ve poured your heart and soul into creating a course that you know will make a real difference. But when it comes to writing the copy, you feel stuck. You’re not a writer, and it shows. The result? A launch that falls flat, leaving you frustrated and wondering what went wrong.
The good news is that you’re not alone. Many course creators make the same copywriting mistakes. The even better news is that they’re all fixable. At Gillis Copywriting, I work with course creators every day to fix these exact issues. Here are five of the most common mistakes I see, and how you can fix them to write copy that connects and converts.
Mistake #1: Leading with the “What” Instead of the “Why”
Your course is packed with amazing features—hours of video content, workbooks, a private community, and more. It’s tempting to list all these features, thinking that more is better. But here’s the truth: people don’t buy features, they buy transformation. They want to know why they should care, not just what they’re getting.
The Fix: Focus on the Transformation
Instead of listing features, paint a picture of the transformation your students will experience. Start with their pain points and show them how your course is the bridge to their desired outcome. Use storytelling to connect with them on an emotional level. Show them what’s possible when they say “yes” to your course.
Mistake #2: Using Jargon and Corporate-Speak
You’re an expert in your field, and you’re used to speaking a certain language. But your potential students aren’t. When you use jargon or overly formal language, you create a barrier between you and your audience. They feel like you’re talking at them, not to them.
The Fix: Write Like You Talk
Imagine you’re having a conversation with your ideal student. How would you talk to them? What words would you use? Write in a conversational, authentic voice that reflects your personality. Use simple, clear language that’s easy to understand. Remember, you’re a human talking to other humans. This authentic approach is at the heart of what we do at Gillis Copywriting.
Mistake #3: Hiding Your Personality
Your audience wants to connect with you. They want to know the person behind the course. When you hide your personality and try to sound like someone you’re not, your copy feels inauthentic and generic. It fails to build the trust and connection needed to make a sale.
The Fix: Let Your Personality Shine
Don’t be afraid to be yourself. Share your story, your struggles, and your successes. Use humor, be vulnerable, and let your unique voice come through in your writing. When you show up as your authentic self, you attract the right people—the ones who will not only buy your course but also become your biggest fans.
Mistake #4: Forgetting the Call to Action
You’ve written a beautiful, compelling sales page. You’ve painted a vivid picture of the transformation. But then you forget to tell people what to do next. A weak or missing call to action (CTA) is like a leaky bucket. You’re losing potential students who were ready to enroll but didn’t know how.
The Fix: Make Your CTA Clear and Compelling
Your CTA should be impossible to miss. Use a clear, action-oriented button that stands out on the page. Instead of a generic “Buy Now,” try something more specific and benefit-driven, like “Enroll Now and Start Your Transformation” or “Yes, I’m Ready to Change My Life!”
Mistake #5: Trying to Do It All Yourself
You’re a course creator, not a copywriter. And that’s okay. Trying to write all your launch copy on your own can be overwhelming and lead to burnout. It can also result in copy that doesn’t do your amazing course justice.
The Fix: Know When to Ask for Help
If you’re feeling overwhelmed or your copy just isn’t converting, it might be time to call in a professional. At Gillis Copywriting, I help course creators find the right words to connect with their audience and sell their courses without the stress. It’s an investment that can pay for itself many times over in increased enrollments and a more successful launch.
By avoiding these common mistakes, you can write copy that not only sells but also builds a loyal community around your brand. So go ahead, tell your story, connect with your audience, and watch your course fly off the virtual shelves. And if you need help bringing your vision to life, Gillis Copywriting is here to support you every step of the way.
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