You’re at a car dealership, eyeing a sleek SUV. Suddenly, a salesperson pops up and starts rattling off features of a sedan you have zero interest in buying it. Sounds frustrating, right?
Well, here’s a shocker for you: Your school might be doing the exact same thing to potential students and their families.
The Camry Conundrum
Most schools think they’re nailing their marketing game. They proudly showcase their state-of-the-art field house, arts center and boast about their advanced classes, or about their nurturing environment. But here’s the kicker: They’re selling a Camry to someone who needs a RAV4.
Why? Because they’re stuck in the school-centric mindset.
The School-Centric Trap
Let’s dissect a typical inquiry letter:
“Academy Right School is the premier 9-12, coed educational school in New England. The opportunities abound and with its 100-acre campus, the facilities serve as a lab for a superior education…”
Sounds impressive, doesn’t it? But here’s the million-dollar question: Does it address what the family actually needs?
The Customer-Centric Revolution
Now, imagine flipping the script:
“Finding the right school can be a challenge. We’ve worked with thousands of families, and it’s a common theme. We want to allay some of those worries by best understanding your educational needs…”
See the difference? It’s like night and day.
The Big Idea: Put the Customer First
Here’s the revolutionary idea that will transform your marketing: Start with the customer’s needs, not your school’s features.
- Ask Before You Tell: Before you start singing your school’s praises, ask families about their educational goals and challenges.
- Listen and Record: Pay attention to what they say and actually write it down. Use this information to tailor your communication throughout the recruitment cycle.
- Speak Their Language: Frame your school’s offerings in terms of how it solves the family’s specific problems or meet their unique needs.
- Be a Partner, Not a Salesperson: Position your school as a partner in their educational journey, not just another option to consider.
The Payoff
When you shift from a school-centric to a customer-centric approach, magic happens. Families feel understood and valued. They’re more likely to see your school as the perfect fit for their needs.
And the best part? You’re not just selling a school anymore. You’re offering a tailored solution to their educational challenges.
