Monday, June 29, 2015

Increase response by creating an emotional appeal

It’s interesting to work with so many different institutions of higher education. Each one looks at their programs from a unique perspective and feel that they have the best degree programs in their area. I am not qualified to determine if that is true or not, but I do know that finding adult degree completion prospects is a never ending fight for every institution.
What makes my job difficult is that everyone creates marketing plans that focus on the institution and on some of the roadblocks that people have for returning to school to complete their degree. They talk about: 

·         Flexible classes
·         Fast degree programs
·         Convenient location
·         Some mention daycare
·         Low cost is referred to by most 

Yet, the one thing that most marketing campaigns miss is EMOTION. People frequently make decisions based not only on facts, but on their emotional feelings toward a given subject. Take a quick look at Harley Davison. What is it that they sell? In their ads, in their stores? Motorcycles? Not exactly. If you ask Harley Davison that question they will tell you they are selling a lifestyle. A way of living that INCLUDES a motorcycle. 

So, the question is, what is YOUR emotional message?  

US News and World Report recently published an article that referenced the fact that college graduates will earn an average of $20,000 per year more than not having a degree. My question is, what could someone do with $20,000 per year? Strike an emotional note with the following approach: 

Life is filled with ups and downs. What is it that you would like to do in your life that you can’t afford to do today? Maybe you are looking to: 

·         Take that historical trip to Machu Picchu.
·         Buy that one car that you’ve always wanted.
·         Invest in a house for you and your family.
·         Visit every baseball stadium in the country.
·         What is YOUR dream activity if you had the money? 

No matter what your dream is, a degree will allow you to earn as much as $20,000 more per year compared to not having a degree. Attend Xyz College and let us help you attain YOUR dreams. 

Emotion, draws them into thinking about what they can do with a degree and increased income. Benefits, not features. Focus on what they will get out of their degree and how you will help them achieve all that they want to do.