One thing I notice a lot of schools doing in their flyers, billboard ads, and promotional campaigns is emphasising the motto, features, or tagline of the school. While this is somewhat effective, a better way to engage your audience and get a greater response is to talk about the prospect you are targeting, rather than the school.
People in general are focused first and foremost on themselves. It’s just human nature. With most forms of advertising you have a small window of opportunity to grab someone’s attention. The greatest use of that window is to directly target their emotional triggers.
All you are looking to do with advertising is show people statements or keywords they already internally believe. When they see those keywords, they will be intrigued and you have them hooked.
Think about that next time you are putting together an advertisement or marketing campaign and measure the results against your previous campaigns. I think you will be quite shocked at the increase in results.
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