Podcast #38: World-Class Enrollment Series pt. 2

It may seem counter-intuitive to the advertising sector, but authenticity, truthfulness and intimacy are key tactics for building trust, and consequently drawing in high quality leads who convert.

This roundtable discussion makes a compelling and unexpected point - to be persuasive you should be non-persuasive. Meaning, if you present a truthful message about your school the right potential students will recognize that and begin to trust your brand.

The failure of online advertising is mostly due to its deceitful and misrepresentative nature. Third party internet leads are driving down the business model of digital marketing because they rely on false promises. In lieu, the growth of local TV and radio, which are arguably more intimate mediums, may take a front seat. This extends to creating little videos and sharing them on YouTube, or using real photography on your website instead of stock photos. Using media featuring real students is relatable and will increase trust.

The take home point is that truthful advertising will always prove to be beneficial in generating quality leads who convert.