How to create a copywriting training course
First, you need to find experts in the 3 main subject areas. These are, in no particular order:
- Copywriting
- Recruitment
- Training
Then, you’ll need to choose a tried-and-tested copywriting formula to base the training on. We went with A.I.D.A. because it’s over 100 years’ old and has stood the test of time, which is a bit like us.
Adapt it for recruitment. Bear in mind that inhouse and agency recruiters approach writing job ads a little differently – as do trainee and experienced recruiters.
Write the training programme. Make sure it makes sense to all types of recruiters, regardless of age, sector or experience.
Obsess over the clarity of the writing, because, you know… it’s a copywriting course.
Design it in a way that will be the most effective at getting the knowledge out of your head into someone else’s. This is where you’ll need the Training expert.
Don’t assume everyone will accept at face value what you’re trying to teach them. Provide evidence.
Test it with live audiences.
Improve it.
Run about 80 onsite training days for a wide range of different recruiters all across the UK. Buy a railcard.
Listen to feedback from customers to keep improving it.
Reproduce it as a pre-recorded online training programme. When you do this, don’t assume people consume training the same online as they do in person.
Create professional looking videos. Get them edited. Add subtitles.
Run beta tests. Keep obsessing over the clarity of the writing because… it’s still a copywriting course.
Keep improving it.
Add reinforcement coaching to the pre-recorded course so customers can get the maximum benefit. Learn how to be a decent coach.
If you’ve done all these things, you’ll get lots of customer testimonials, which will help with your marketing – especially your word-of-mouth marketing.
Turn-up on LinkedIn every day for 8 years to talk about it.
And voila, you’ve got yourself a recruitment copywriting training course.
Piece of piss.
If you would like more thoughts and musings on recruitment, you might want to download Mitch’s free book “On Recruitment”.
