Monica Badiu, Email Copywriter & Copy Coach

Positioning an online course in connection to a consumer’s beliefs and attitudes is a great way to nurture and position your course and brand as a right match. This allows you to create an emotional connection with your audience and demonstrate the relevance of your course to their daily lives.

It’s often an underlooked and misunderstood tactic. So, in this blog post, I’ll explore 10 common beliefs and attitudes consumers have, and provide examples of how course creators can use emails to tap into those beliefs and attitudes.

How to find your consumers’ beliefs and attitudes

These beliefs and attitudes are often highlighted during surveys, testimonials, and other customer language that comes up during research.

If you’re having a hard time identifying the actual copy, simply send a survey to your email list and ask them: What’s important for you in life?

I suggest using open-ended questions to collect answers vs a survey that allows them to select pre-written answers. Sometimes what your audience believes to be true of themselves is not necessarily accurate or permanent.

With that in mind, let’s begin.

By tapping into what your audience values and believes, you can create targeted email campaigns that speak to their specific interests and motivations.

Belief: I believe learning a new skill will help me achieve my goals.

Example: Send an email that highlights success stories from past students who achieved their goals by taking the course, or share testimonials from customers who have achieved their desired outcomes after completing the course.

Attitude: I have a positive attitude towards online learning.

Example: Send an email that highlights the benefits of online learning, such as convenience, flexibility, and accessibility. Share statistics or case studies that show how online courses can be just as effective as traditional in-person learning.

Belief: I believe that investing in myself is important for personal and professional growth.

Example: Send an email that emphasizes the value of investing in oneself and highlight how the course can help individuals grow personally and professionally. Share data or case studies that show how investing in oneself can lead to greater success and fulfillment.

Attitude: I have a growth mindset and I’m open to learning new things.

Example: Send an email that encourages a growth mindset and emphasizes the importance of continuous learning. Share resources or articles related to growth mindset or provide tips and advice on how to cultivate a growth mindset.

Belief: I believe that education should be accessible to all and not restricted by socio-economic status.

Example: Send an email that highlights the accessibility and affordability of the course, or share success stories from students who overcame financial barriers to enroll and benefit from the course. Offer payment plans or discounts for those who may need financial assistance.

Attitude: I have a passion for learning and a curiosity to explore new topics.

Example: Send an email that highlights the variety of topics and materials covered in the course, or provide a preview or sneak peek of what students can expect to learn. Share interesting facts or stories related to the course topic to spark curiosity and interest.

Belief: I believe that learning should be fun and engaging.

Example: Send an email that highlights the interactive and engaging elements of the course, such as quizzes, games, or videos. Share testimonials or feedback from past students who found the course fun and engaging.

Attitude: I have a desire to connect with like-minded individuals and be part of a community.

Example: Send an email that emphasizes the community aspect of the course, such as group discussions or networking opportunities. Highlight the benefits of connecting with like-minded individuals and share success stories of past students who formed valuable connections through the course.

Belief: I believe that diversity and inclusivity are important values to uphold.

Example: Send an email that highlights the diversity and inclusivity of the course, such as inclusive language or materials that represent diverse perspectives. Share testimonials or feedback from past students who appreciated the course’s commitment to diversity and inclusivity.

Attitude: I have a desire to make a positive impact on the world.

Example: Send an email that emphasizes the potential impact of the course on the world, such as how it can help individuals contribute to a cause or make a positive change in their community. Share success stories or case studies of past students who made a positive impact after completing the course.

Understanding your audience’s beliefs and attitudes is key to creating effective email marketing campaigns that resonate with them. By tapping into what your audience values and believes, you can create targeted messages that speak to their specific motivations and interests.

To learn more about consumer-behavior and how it applies to choosing and buying a course, read more here.

About the Author

Monica Badiu is an email copywriter and copy coach. She specializes in sales copywriting for online course creators who want to send emails that speak to their ideal customer and generate conversions without using fearmongering or pressure. She’s made clients over $3 million in 2023.

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