By Training Course Material FZE ·
Originally published: 30 July 2021 ·
Last updated: 14 August 2025
Your buyers aren’t hunting for “a two‑day workshop.” They’re looking for a change: higher NPS, fewer escalations, first‑call resolution, managers who run better 1:1s. If your copy leads with hours, modules, and slides, you’ll likely lose them. Lead with the outcome. Prove it. Then show the path.
Three simple shifts
1) Benefits before features
Start with the business or personal result. Details can wait. For help framing offers people actually want, see how to market your courses.
2) Show before → after
Tell short, specific stories. Use numbers where you can. Build quick win case notes—try case study ideas.
3) Let them picture success
Use photos, simple charts, and clips of real sessions. Or run a free taster so they can feel the change—see Lunch & Learn.
Outcome‑first copy: quick templates
Promise line (use on page hero):
- “New managers run confident 1:1s in 14 days—without long slide decks.”
- “Cut repeat support tickets by 20% in 6 weeks with one call‑flow playbook.”
- “Front‑desk teams turn complaints into 5‑star reviews—practice, not theory.”
Before → After → Bridge (short case note):
Before: “Escalations up 30%, new leaders guessing.”
After: “Escalations down 18% in 8 weeks; 9/10 leaders running weekly 1:1s.”
Bridge: “Two 90‑min sessions + on‑the‑job checklists and a fast review game.”
Proof block (use logos or numbers):
- “4 cohorts; 96% completion; CSAT +1.2 points.”
- “Avg. time‑to‑competence cut from 12 → 8 weeks.”
Build a results‑first page in one hour
- Clarify the job‑to‑be‑done. What will change at work? Use a quick needs assessment for the top 3 outcomes.
- Write the hero promise (one sentence). Add a subline with who it’s for and when they feel the result.
- Add two before/after mini‑stories with numbers. Keep to 3 lines each. Pull ideas from your pilots—see 4‑step design.
- Show the path in 3 bullets (sessions, practice, support). Link to the full outline at the bottom.
- Offer a tiny next step: book a 15‑minute fit call or join a free taster. Capture emails with a useful freebie like our PowerPoint review game.
What about features and modules?
They still matter. They create the result. Put them lower on the page—after the promise, proof, and path. If someone scrolls, they’re already interested.
- Keep modules short and plain: title + why it helps + one example.
- Replace vague claims with small, observable behaviors (“can open a 1:1 with 3 questions”).
- Show how you’ll measure change—see assessment ideas.
