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.
