4 Ways to Use Empathy to Enroll More Students

If you’ve read Dale Carnegie’s classic self-help book How to Win Friends and Influence People, you know it contains a million takeaways for today’s modern marketer. After all, the whole thing is essentially about getting other people to do what you want them to do—the marketer’s basic function.

That last sentence isn’t exactly a fair representation. Because what makes Carnegie’s book so great is that his whole strategy for influencing people is never even remotely self-centered. Instead, the point he makes over and over again is that in order to win people over (to win their loyalty or their business) you must pay careful attention to their needs and then figure out ways to meet them.  

When you do this—when you follow empathy with relevance—you gain friends, allies, and yes, even prospective students.

How to Get Prospective Students To Respond To Stuff You Send Them (AKA, The Rules of Direct Mail)

Like many folks in this line of work, I inquire at colleges and universities all over the country. This means I get viewbooks, postcards, brochures, emails, and all manner of other marketing collateral delivered to my home and office just about every single day.

Rarely do I see anything that’s objectively bad.  Until, that is, application and visit season start up in the fall. Then things get dicey, not from a design or copywriting point of view necessarily, but from an actual marketing point of view.

How To Talk To Gen Z: A guide for higher ed marketers tired of being coerced into overthinking everything

Odds are that if you’re a higher ed enrollment or marketing professional, you’re probably pretty good at communicating with people, especially people who are enrolled in high school. In fact, “be an excellent communicator” was probably a baseline qualification—bullet point number one, in fact—for the job you currently have.