Think Fast
This is a week of celebrations! Sunday the 14th was Valentine's Day; Monday the 15th is Presidents' Day, Tuesday the 16th is Mardi Gras, which means that Wednesday, Lent will once again be upon us.
After all that celebrating, Lent is an excellent time to examine who we are and what we're doing. The Church invites us to change our hearts, and you know that marketing and development are all about change!
The word "repent" comes from the Latin root which means "to think" (like the word "pensive"). This is also a time to re-think, or think differently, about what we're doing, who we are, and what needs to be done. And when it comes to our schools, we REALLY have to do that. Not only think differently, but do things differently, since doing the same things over and over and expecting different results is Einstein's definition of insanity.
Perhaps this would be a good time to "talk" a little differently too...and here's why:
I keep hearing phrases from parents, pastors, principals and professionals in the business world that send the wrong message. Phrases like "lowering tuition," "reducing tuition," and, yes, our beloved "providing assistance" all connote the feeling that the cost of our schools is too high, and we need to apologize for those rising costs.
I would encourage you this Lent to give up phrases like this.
This Lent, let's examine our lexicon and expand our vocabulary to include phrases like "manage” tuition rather than lower it; offer "financial aid" rather than tuition assistance; and offer "options" to parents in order to make our schools "affordable."
And please - drop the word "DISCOUNT." In our current economic climate, the only companies that are offering substantial discounts are the ones with surplus inventory (and we certainly don't have that), those that sell somewhat flawed merchandise (and we certainly don't do that), or those that are going out of business (and we don't want to do that.
So - can you offer a reduced price? ABSOLUTELY! It's not a "discount," it's an "incentive." If you're thinking about paying all your child's tuition before the school year starts, we offer you a 2% incentive to do so." Same effect, different, and more positive, language.
So this Lent, watch your language.... and "Think Fast."
© Michael V. Ziemski, SchoolAdvancement, 2010 (Original Publication Date: 20050216)
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