Tell me how great your school is, and I might believe you. You can intrigue me, compel me to look closer, and explore what your school has to offer. But then . . . I want more. I want to hear from someone who has experience with your school—someone trustworthy. I don’t just want stats, I want stories. From the mouths of the people who’ve lived them.
I want this because that’s how I’m wired—it’s how we’re all wired. Scientific studies show that we’re social creatures. We look to each other to understand the world around us. We want to connect. Stories do that for us. They also deepen the intensity with which we feel caring and compassion.
You can’t just tell me any story, though. It has to be real, it has to be powerful, and it absolutely must be created for me—because you understand what really matters to me, and you have a way to connect me with what I care about.
When you pass the mic to others who love your school—students, parents, alumni, donors—I can hear it in their voice, see it in their faces, feel the truth in their choice of words. When I hear their stories, it means more to me than any viewbook I’ve ever read; in fact, I’m most likely to choose a school based on the recommendations of others.
Don’t try faking it; I’m not easily fooled. Do it right, and I’ll feel a connection to your school that extends throughout the rest of my life. And it all begins with word-of-mouth.
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