The first key component, “Problems,” is based upon research that shows that the brain discounts solutions, but works more actively with problems. As soon as we see problems or questions, says Anderson, we pause and decide whether we want more information; whether that issue is interesting or relevant to us. We are bombarded with so many solutions, he said, that we tend to breeze right by them without attending to them. Presenting a problem in the form of a question, such as, “Do you want your bright child to spend her day being the teacher’s aide?” increases your chances of getting the consumer’s attention by forcing them to take the time to decide whether that problem applies to them. For marketing purposes, the bottom line is: help consumers better understand their educational needs by identifying the problems they face, so that you can provide the right solutions, described in the best way.

The next key component is “Demonstration.” Determine which problems are most important to your families, and meet the demonstration expectation (“I’ll believe it when I see it”) by proving that you are the only or best solution to the problem. The best way to achieve this is to let parents come and observe at your school; don’t ask them to buy sight-unseen. Group discussion focused on ways in which workshop participants draw families to their schools for a variety of occasions to demonstrate their strengths. Endorsements from past and current students and families are crucial, as well.

Finally, you must be prepared to address the third key component, “Barriers.” Barriers are costs to the family or applicant, conditions that make them say, “Everything about your school is great, but...” Barriers may include things like a lengthy commute, finances or having children at different schools. Claude says, “Listen, bring them up, address them, try to solve them when possible...point out the benefits that balance out the barriers.”