When a prospective client presents their school, they’re giving me their attention and trust.
This is what I see:
- Who they are
- What they fear
- Their beliefs
- Their needs (and sometimes their wants)
This is what I’m looking for:
Who can they become?
Can they get there by themselves (without any help)?
If they can get there by themselves, can me and my team get them there quicker or more efficiently?
Which doors can we open together?
How can I support them?
Does it make sense to work together?
Admittedly, I don’t have as many clients as I could… but isn’t it a better to work with people you know without a doubt you can help then have the time to create an incredible solution that gives them incredible results?
You’ve already been beaten over the head about the importance of saying ‘no’ yet we rarely apply it outside our immediate circle.
Are you truly able to say no to the newest / hottest marketing strategy?
Many aren’t (school leaders tend to be drawn to the new in the hopes that they may find something better, faster, or more efficient).
I see schools jump from marketing tactic to marketing tactic and prematurely shift strategies all the time.
At best its chasing two rabbits and at worst its shiny object syndrome.
Neither ends well.
The best solutions are generally the simplest ones (like making it easy for parents to leave 4 and 5 star testimonials on review sites).
Very little glamour… just consistent and predictable results that pay off incredibly huge in the longer term.
It’s so easy to say your school is the best (even easier when you don’t specify what you’re the best at specifically).
What’s not easy is getting others to say your school is the best.
That’s why parents trust Google reviews, Facebook reviews, private school review sites, etc.
FYI, over 70% of parents said online reviews played a huge part in their decision to visit a school for potential enrollment and would choose a school with many good reviews over one with less good reviews.
That number was even higher for younger children (95% of preschool parents said they wouldn’t trust a preschool that didn’t have good reviews and most saw having few reviews as not very trustworthy).
Instead of saying how great your school is, which no one really believes it when you’re saying it about yourself, make it easy for others to say it for you.
PS: There’s an amazing tool for schools to collect and promote 4 and 5-star reviews on Google and Facebook right here.