Designing Language for Customers

Did you know ~ design of language is critical to creating an online course. Knowing WHO your course is intended for is so important when finding the appropriate tone, language and length of text to use. 

By profiling your target audience you are getting into their minds (as much as possible) to learn how they think, react and learn. There is no point providing paragraph after paragraph of text to a tired 30-40 year old parent who has worked all day, dealt with sick kids and then starts YOUR course at 11pm at night. A 2-5 min video plus a summary with numbered actionable steps is going to resonate with them so much more. It will also increase the chances of them actioning those steps. Which is what a course is all about right?!

When designing a course, the most important first step is to know who your audience, paying customers, or students are.  Ask yourself these questions....

• What is their age? 
• What is their cultural background?
• What is their gender preference/if any? 
• What is their level of education? 
• What time of the day are they going to be completing your course?
• Do they work full-time? 
• Are they parents? 
• Do they have their own business? 
• Will they respond to new slang words or prefer corporate language? 
• Will they be fresh as a daisy or dead tired when they jump onto your course?
• Will they learn from quick snappy steps or prefer lengthy text?

When you are creating your next course, profile your target audience. It will provide clarity around the language you should use and the words/length of words to avoid.

If you need help in this area, book some time with me​. I'm always happy to help :) 

Lisa