THE BOX MODEL

Last weekend at Best Buy, I watched a potential customer approach a salesperson and ask, "Why should I buy this computer?"

Immediately, the salesperson began describing the computer’s features and how they would benefit the customer.

I understand why this happens.  Buying a computer can be a daunting experience.  They’re confusing, they’re expensive, the different models don’t really seem so different, and no matter which one you purchase, you have a sinking feeling you’re going to regret it a year later.

Choosing a college feels pretty much the same way.  Students have almost exactly that same question: "Why should I consider your school?"

But that’s no way to buy a computer.  That’s no way to choose a school.

When asked why a customer should purchase a particular computer, the better salesperson would say, "Maybe you shouldn’t.  It depends on what you want."

I’d love to hear an admissions counselor turn that question around to a student and ask a few of her own:

• What do you like best about high school?  What don’t you like?
• Do you have a favorite teacher?  Describe that relationship.
• If there were no such thing as doctors, what would you do instead?
• What kind of town did you grow up in?  What did you like about it?  What didn’t you like?
• Why do you want to go to college?  To get a job?  Because your family expects you to?
• How often do you go to parties?  How do you feel about drinking?
• Do you play an instrument?  Do you want to continue in college?
• What about team sports — do you want to continue playing after high school?

Use the answers to give that student an honest assessment of whether or not your school would be a good match.

If you don’t feel your school would be a good match, suggest competitors you think might be.  Be more than a recruiter and more than a counselor: be a friend.  More important than squeezing out another application is the positive word of mouth that student will generate, extolling his encounter on blogs, social networks, to friends, parents, teachers, advisors, and so on.

But if you do feel your school would be a good match, now you’ll be able to describe in detail the reasons why.  You’ll be able to use concrete examples that have significance to the student.  "You said you like playing the sax, but you want to go to college so you can get a good job.  Our university allows you to take free lessons at the music school without having to declare a major in music performance.  We’re one of the few schools in the country where you can do that."

This high level of conversation should be the ultimate goal of every communication campaign.

But look at your mass e-mails.  Look at your website.  Are you really having a conversation?  Or are you just talking?