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#59 - How to Craft Compelling Student Testimonials and Content to Increase Enrollment Yield, w/ John Azoni + Shiro Hatori
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On this episode, John Azoni was a guest on the Higher Ed Demand Gen podcast with Shiro Hatori. We talked about telling compelling student testimonials.
Key Takeaways:
- Higher ed provides ample opportunity for meaningful, transformational stories that don't exist in the same way in other contexts
- Strong student testimonials have an arc - an "old normal," a turning point, and a "new normal"
- Getting specific in student stories, especially around the turning point, allows prospects to relate on an emotional level
- Authentically communicating student mental health struggles and support services can be powerful storytelling
- Students crave specific content around day-to-day experience, dorm life, food, "day in the life" videos
- Consider leveraging student-generated content for relatability, not just official marketing videos
- Video length is less important than providing value and "resolving something in the viewer's brain"
- Hook the audience by conveying what they'll learn or how they'll relate vs. just introducing the subject
- Repurposing video content into shorter clips, stills, ads etc. can fuel years of content vs. one-off approach
Your audience sees your content far less than you think - don't be afraid to repurpose frequently
LINKS:
Check out the Higher Ed Demand Gen podcast: https://concept3d.com/higher-ed-demand-gen-podcast/
Check out Concept3D: https://concept3d.com
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