Most of our decisions are emotional (over 90%) and then we use logic to justify those decisions.

But most businesses (and schools) try to persuade using logic - value, quality, price, location, test scores, placement rates, reputation, safety, etc.
All of these are important and should be mentioned but if you really want to connect with families and future students the focus should be on emotion.

After meeting our base physical and physiological needs of survival and safety everything else is emotional. Then we justify with logic.

We all want to:

1. Belong

2. Find and share love

3. Thrive - mentally, physically, and financially

Here’s a video clip that expresses all 3.
(tap below right to view full screen)

The clip below is a great example of footage that can be inserted in the video as the Head of School is talking about Belonging, Finding Love, and/or Thriving.

I propose beginning and ending every communication with a strong, simple, core message unique to your school. Worded something like this…

“Step inside and discover - - - - - - - - - that you and your family have been looking for”