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Emily Cretella / Cursive Content

The copywriting tactic all schools need to know ✍️

Published about 1 month ago • 1 min read

July 2026

The Story Starter

Reader,

Conversion copywriting is not a new practice — and yet, it’s a style that is not widely used in the independent school communications world. Perhaps it’s because many schools are afraid to appear “sales-y,” but copy scientifically built to prompt action is few and far between.

I believe this lack of focus on conversion copywriting is costing schools leads, inquiries, donations, and applicants — and I’ll tell you why. But first, you need to learn the basics.​

While it may at first feel uncomfortable to “sell” to your audience, remember: that’s what you’re really trying to do every day anyway, through every single touchpoint you have with your dream families.

This week's storytelling tip:

Conversion copywriting is about understanding what will persuade your audience to take action and crafting content that leads them to take that action. It involves lots of research, technical know-how, and testing … but the intense effort is worth it.

Free on-demand webinar:

Want to be a “Dream Family Magnet”? Sign up to access this FREE on-demand webinar and learn the easy steps your school can take to craft a digital campaign that makes your dream families take action.

P.S. If you’d like to learn more about all things copywriting, conversion or otherwise, let’s chat! Schedule a Discovery Call with me, and we’ll explore how conversion copywriting can impact your school marketing and communications efforts.

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Emily Cretella / Cursive Content

School Storyteller for Independent Schools

Cursive Content helps independent school marketers tell powerful stories that attract dream families, increase inquiries & enrollment, strengthen communities, and grow school influence. Subscribe for weekly content and storytelling tips!

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