Repetition in Your Recruiting Message
It's essential. Why? Because your prospects forget more than they remember.
Don’t buy-in to the false philosophy that once you tell a recruit something about your program, or show them something on campus during their visit, they don’t need to hear about it again.
It’s a lie. And, some of you are buying into it.
Earlier this week, one of our clients came to us with a problem (to clarify: it wasn’t a problem, but he thought it was). “Dan”, he said, “I need you guys to help us focus on something else in the messaging you created for December, because it’s talking a lot about life on our campus and living in the dorms and stuff, and most of our prospects have already been to campus and seen everything we’re talking to them about.”
My response: “I know. That’s why we’re focusing on that.”
?
Because here’s the truth, Coach: Those kids that came to campus, and walked around with you and their parents, and sat in on the admissions presentation, HAVE FORGOTTEN ALMOST EVERYTHING THEY SAW AND HEARD. Our research shows they don’t remember facts. They do remember the feelings they had, but the facts escape them very quickly.
(For those of you that subscribe, the last several posts have been about developing your program’s brand. This is the core of how you best define your brand to your recruits).
Which brings us back to the philosophy of repetition that I’d like to make the case you should adopt: Your recruits need to hear about the same aspect of your program or school over and over and over and over and over again.
Here’s why (and how to do it):
How many times did I just use the word “over”? Five times. Do you know why? As a reminder of something that every ad agency knows: Consumers don’t usually even start thinking about buying a product or service until they’ve been presented with a sales message at least five times. Repetition. That’s why you hear the television or online ad over and over and over and over and over again. Do you know who Flo from Progressive Insurance is? Probably. And yet, have you ever gone online or called for a quote? Most of you haven’t, which is why Progressive still has to keep coming up with new storylines to send to you for the last decade. Repetition. Over and over and over and over and over again.
What do I mean by a “sales message”? You, telling them, why they should want to come compete for your program, and how you’re better than their other options. Simple as that. You need to sell them on your version of how it’s better with you, because that’s what your recruits are trying to figure out…and you need to do it over and over and over and over and over again. Told differently each time, but repetitively.
As you’re telling them about it all over and over and over and over and over again, it has to come through a variety of mediums. If you want impact and convey a message that your recruit is important to you, send them something written. Want them to interact with you after giving them a sales message? Email them. Do you want to showcase something on your campus? Social media (get good at TikTok, by the way). Want to interact with them in real time? Text them. The problem occurs when a coach only focuses on one, maybe two, of those options. Your prospect needs variety as you repeat your story to them.
The big takeaway: When you repeat something to your prospect, or talk about something you’ve just shown them on your campus, it serves as a reminder. It gives them a deeper understanding. It acts as the commercial that you’d be running if you owned a business.
Why do you follow Tudor Collegiate Strategies and listen to the advice we give? Because over 15 years, I’ve tweeted more than 25,000 times, authored over 1,000 research and strategy articles on our dantudor.com blog, done over 150 hours and counting on our College Recruiting Weekly podcast, sent you - for free - 800 comprehensive weekly recruiting education newsletters filled with original content, and now take 30-45 minutes of my day to lay out a plan on this Honey Badger Recruiting platform, every dang day, to teach you how to beat your competitor who doesn’t realize he or she is actually a sales professional and not a coach (because you’re asked to communicate and sell WAY more than you get to coach, Coach).
Repetition is key. A variety of communication platforms is key. Consistency is key. Reminding your prospects why they should choose you is key, over and over and over and over and over again.
That’s how you win in this ultra-competitive recruiting battle that you engage in daily.
Proof repetition and a consistent message wins for college coaches at levels, from two emails that came to me yesterday after a few client conversations some of our staff had with the coaches we help develop strategy and messaging for:
Everything I just told you can make an immediate difference in the way you communicate and get results from your recruiting efforts. That’s the formula. It’s simple to understand, but takes a little bit of organization to execute…but you’re smart, and you really do have time, so do it, Coach.
It’s tough to get your prospects’ attention and keep it. Make a vow to yourself to create a repetitive, consistent story that you tell your recruits. Starting now.