Gaining the attention of educators is challenging. As a result, you need a range of messages ranging from an abstract one to more detailed messages that include capabilities.
Start with a high-level concept to clue people into what you are selling, such as “Uber for Boats”, “LMS for self-directed learners”, “Success hub for students”. Next, craft a one-sentence UVP headline that provides instant clarity and would make an effective CTA. Examples include, “become a stronger student immediately”, “detailed lesson plan feedback”, and “slash grading time”. These messages should evoke extreme interest in knowing more about how you deliver value. In #EdTech, the value vehicle will likely be a SaaS product. Nonetheless, the concept must be a much better solution than what is currently done (see 10X note).
The 60-second and 5-minute messages are usually videos that provide more layers of product information for prospects where you’ve piqued their interest and they want more information immediately. These videos will be hosted on multiple web pages (with UTMs) and collect background information about the prospect. There can be several 5-minute videos targeted at different customer segments based on their responses. This is very important when you are targeting both users and buyers and they are not the same person.
I recommend additional touchpoints to gauge enthusiasm, such as collecting specific reasons for interest in the product and a waitlist to further qualify leads.
