Once you have decided who you’re going to target and how to reach them, you’ll need to consider what you are going to say.
There will probably be a lot of things you want to communicate, but avoid the temptation to give everything the same level of importance - if you emphasise everything, you emphasise nothing.
To help you refine the main message you want to get across, there is a simple formula:
For (insert audience) who (insert key description)
we offer (insert the thing you can offer that’s most likely to get them interested) so that (insert how they will benefit from doing what you want them to do)
For example: ‘For women who want to return to work, we offer access to PCs so that they can gain computer skills that will help them to get back into work.
Don’t forget to consider what might stop people from responding and incorporate secondary messages that help to address this.
Everyone loves an extra reason to do something. How often have you been tempted away from your usual brand of a particular product because the competitor was offering a ‘two for one’ deal? An offer like this might just be the thing to tempt people to visit your learning centre. Could you offer free courses relevant to the audience? Could you provide free tea and coffee to visitors? Have you ordered free promotional items you could give away?