When Writing Copy for Websites, Printed Material, Social Media & Menus We Need to Consider The Readers Perceptions
Michelin starred chef, Heston Blumenthal, tells a wonderful story of having spent weeks developing crab ice cream only to find few people ordered it. This story is about perceptions.
The Power of Three Makes Sales More Certain
The Power of Three is a very simple idea that can really provide improved sales and marketing results.
What is the Power of Three?
The power of three is simple, but lets start with the number one. When you offer people one option .. or a take it or leave it option .. they have no choice and there is a high chance you fail to make a sale.
But give people several options and the choice goes from deciding if they want your course to deciding which option they want.
Sadly FE rarely offers people options that could sell more. But they could if they follow this advice.
Examples of the Power of Three Options
Say you are selling a First Aid course.
Lots of colleges sell these courses and buyers decide on location and price. Where several providers exist in a buyers area they then often buy based on price alone.
The Power of Three says you should offer the standard course at a given price but then offer two further options. These could be based on anything to providing free coffee and or lunch to things like online QA after the course. Continue reading
Sometimes it’s worth looking outside our own sector to see what others are doing.
Here’s a short video demonstrating an innovative idea an Australian charity used to grab the attention of potential corporate donors. I’m not sure you could exactly copy this in FE but it does made me think about other ways to attract attention.
How will you use this idea to make contact with potential clients?
Marketing needs to be run like a military campaigns. You need plans that everyone understands
Don’t let your sales fail for want of adequate planning.
OK so I know you are part of a professional marketing team and YOU know what you are doing. But are all team members 100% on board with what you are trying to achieve and what their part in the campaign is? Continue reading
You wouldn’t buy a car without a test drive .. so why expect students to sign away years of their life without test driving your college?
Of course there are several ways to “test drive” a college. Open Days and Taster courses are well tested and, when run well, really do convince students of the worth of a course.
But what if the prospective student can’t attend? Or maybe they are not that far down the buying pathway yet. Maybe they need a bit more information before they will visit you.
Well one way is to personally answer their questions without either of you leaving your desk.