Learning outcomes and marketing are linked. Writing good learning outcomes is essential, not only for guiding the design of your course but also for ensuring clear communication with your learners and marketing your course correctly.

Learning outcomes and marketing are linked.

Here are some common pitfalls, along with the impact they can have on your marketing and communication efforts:

1. Making Goals or Outcomes Too Vague

Pitfall: A vague learning goal or outcome might say something like, “Learners will improve their skills.” This doesn’t provide any specific direction for learners and lacks measurable criteria.

Impact on Marketing and Communication: When goals are too vague, your marketing messages become unclear, making it difficult for potential learners to understand the value of the course. Vague promises, such as “improve skills,” may set vague expectations, leading to confusion and, eventually, disappointed customers who feel they didn’t gain concrete value from the course.

2. Being Too Narrow or Specific

Pitfall: On the flip side, overly narrow or specific learning goals or outcomes (e.g., “Learners will be able to name three components of XYZ theory”) limit the scope and flexibility of the course.

Impact on Marketing and Communication: If your learning goals are too narrow, your marketing may appeal to too small an audience. Overly specific outcomes may also set the wrong expectations, making the course seem less comprehensive, which can deter potential customers looking for a broader skill set. Learners may feel misled if they expected a well-rounded course but received only very specific information.

3. Confusing Learning Outcomes with Activities

Pitfall: A common mistake is to confuse the tasks learners will perform (activities) with the outcomes they will achieve. For example, writing “Learners will complete quizzes” as an outcome rather than stating what learners will be able to demonstrate after completing those quizzes.

Impact on Marketing and Communication: If your promotional materials focus on activities rather than outcomes, potential learners may not see the value in the course. They want to know the skills they will gain, not just the tasks they’ll complete. This confusion can result in learners signing up for the course with unclear expectations, leading to dissatisfaction when they realise the course is task-heavy but doesn’t lead to the promised results.

4. Overcomplicating the Language

Pitfall: Using overly technical or academic language to describe learning goals and outcomes can make them difficult for learners to understand.

Impact on Marketing and Communication: Overly complicated language in your marketing copy or course description can alienate potential customers. People may feel intimidated or unsure if the course is right for them, resulting in lost sales. Clear, accessible language helps ensure learners understand what they will gain from the course and leads to better alignment between expectations and delivery.

5. Focusing on Teaching, Not Learning

Pitfall: Writing goals or outcomes that reflect what the instructor will teach rather than what learners will achieve (e.g., “I will teach how to use a camera” vs. “Learners will be able to use a camera to take professional-quality photos”).

Impact on Marketing and Communication: Focusing your marketing on what you are teaching, rather than what learners will gain, diminishes the perceived value of your course. Learners want to know what they will achieve, not just what you’ll teach. Misaligning your message can result in lower engagement and conversions, as learners might not see how your course benefits them personally.

6. Setting Unrealistic Goals or Outcomes

Pitfall: Writing learning goals or outcomes that are unrealistic or unachievable within the given time frame, resources, or course content (e.g., “Learners will become expert photographers after one weekend workshop”).

Impact on Marketing and Communication: Overpromising and underdelivering can severely damage your brand and lead to negative reviews. If learners feel misled or don’t achieve the expected outcomes, they’re unlikely to recommend your course, and it could lead to dissatisfaction. Unrealistic goals set incorrect expectations, leading to frustrated and disappointed customers who feel they wasted their time and money.

7. Not Aligning Outcomes with Learners’ Needs

Pitfall: Writing learning outcomes that don’t match the actual needs or pain points of your target audience (e.g., offering advanced strategies to beginners who need foundational knowledge first).

Impact on Marketing and Communication: When learning outcomes don’t align with the needs of your target audience, your marketing will fail to resonate. You might attract the wrong audience, or worse, your learners may drop out or leave negative feedback. If the course doesn’t deliver what learners expect or need, it can erode trust and harm your brand’s reputation.

8. Forgetting to Make Outcomes Measurable

Pitfall: Learning outcomes that cannot be measured, such as “Learners will understand marketing principles,” make it impossible to assess whether learners have truly achieved the goal.

Impact on Marketing and Communication: Non-measurable outcomes make it difficult to communicate tangible results to potential learners. Your marketing messages may come across as vague and lacking in substance, making it harder to convince customers of the course’s value. Measurable outcomes help learners see the specific, real-world benefits they can expect, which makes your marketing more compelling.

9. Failing to Update Outcomes Over Time

Pitfall: Not revisiting and refining learning outcomes as course content evolves or learner needs change.

Impact on Marketing and Communication: Outdated learning outcomes in your marketing can lead to a disconnect between what learners expect and what the course delivers. If your marketing materials promise skills or knowledge that are no longer the focus of the course, learners may feel misled, leading to negative feedback and lower satisfaction.

Crafting clear, measurable learning outcomes is essential for any course’s success, from design to delivery and marketing. By avoiding common pitfalls like vagueness, overcomplication, and unrealistic expectations, you can align learner goals with accurate marketing messages that attract the right audience. Thoughtfully defined outcomes not only enhance learner satisfaction but also build trust and credibility for your brand, resulting in more impactful and marketable courses.