Welcome to our latest fortnightly eBulletin, posted here on 13 November 2018. In this issue:
Lecture capture is now common, and may be a godsend for students unable to attend due to illness or disability, or for those for whom English is not their first language. But if they can (in theory) watch a lecture online at any time, why would any student turn out for the real thing?
A lecturer in international law at the University of Western Australia said that since recording became compulsory ‘One colleague with 150 students enrolled has lectured to 15 students. Three of us have lectured to empty rooms.’
This scenario seems ironic at a time when lecturers are under pressure to deliver contact time as part of the package of value in exchange for those tuition fees.
Read the article for yourself on the THE website.
Our Academic Marketing Workshop starts by looking at what it’s like to work in higher education today. Only by having some appreciation of this can we hope to ensure that we are developing and marketing content that will be warmly received.
Stop for a moment to think of your own buying habits. What makes you loyal to a brand? Has that changed over time? How persuaded are you to be disloyal if a better offer comes along?
These are questions addressed by a new survey from Pure360 and the DMA (Direct Marketing Association). Whilst it ‘only’ covers retail, personal technology and media/entertainment, the findings are genuinely thought-provoking for anyone trying to increase customer engagement. And that’s all of us, right?
To give you a flavour, here are a few points that resonated with me:
Think about the experience of being asked for your password on a website. How often do you fail because you can’t remember the password protocol for that site and you’re not being given any clues? If you REALLY want what they’re offering you may ask to reset your password. Otherwise you’ll end the conversation right there, to punish the site owner for wasting your time.
On your website, microcopy is the glue that holds everything together. It’s the messaging that helps guide your customers around, especially when form-filling, and it’s instrumental to delivering positive customer experience.
This is not something we write every day, but that doesn’t mean we should ignore it. If your customers are exposed to it, you should be checking how that feels when they land on your website from your marketing. That means lobbying for change if it’s not up to scratch.
I’ve recently been writing microcopy for a new publishing platform and have loved every minute of it – it’s such a luxury to really pay attention to an area of copy that’s generally unloved.
If you find yourself in a similar situation, here are 8 tips for how to approach it:
If this has made you think your microcopy is due an overhaul, right now I’m the woman who could help! Email me on email@example.com
Our Copywriting Workshop always includes discussions about microcopy.
We hit setbacks every day, but think of something positive and we can move on. Fixating on the negative puts us in a bad mood and wastes energy. I lost my phone recently, it was my own fault, and it was a pain. But hey, I was due an upgrade I just hadn’t had time to prioritise. Now I could. The next time you’re stuck in a traffic jam and getting stressed, be thankful you’re not in that accident ahead that’s causing it.