There are some direct applications to your feelings at that moment and more effective recruiting as a college coach.
Let me back up a little…
According to a study by Dr. A.K. Pradeep, when researchers asked people to imagine eating a carton of yogurt, and answer what the most engaging part of the process was for them, most people chose grasping and removing the foil cover over the top of the container.
Think about that…it beat out choosing a flavor and enjoying the first spoonful of the healthy treat. Most individuals enjoyed taking the foil off the most of all.
The same holds true for a lot of other products, as well. Think about eating a potato chip. Isn’t it the crunch of the chip that is most engaging about eating it? It’s worked wonders for Rice Crispies…advertisers have built entire ad campaigns around the “snap, crackle, pop!” of that popular breakfast cereal.
Scientists calls this a Neurological Iconic Signature (NIS). I call it one of the secrets you can use to make your recruiting much more effective this coming year, when creativity is going to be needed to get the recruits you need.
Here are the three initial steps you can take:
- Identify some things that might be an easily identifiable NIS within your program. Remember, it may not be the thing that you expect. When we do our research for our TRS clients, one of the things we’re looking for is the NIS of that particular program. It’s usually not the conference you compete in, or coaching honors that you’ve racked up. It’s usually something that revolves around a feeling that your prospect experiences during the recruiting process. What are some things that you can identify as unique positives that might be flying under the radar right now?
- Focus on your campus visit. Like we talk about in our recruiting guides for college coaches, the campus visit is where all of the important initial first-hand experiences and impressions are felt by your prospects. Within those few hours or two days, your prospect is looking for unique things abour you and your program that separate you from the rest. If you don’t identify a NIS (or two, or three) then your campus visits risk being just average, instead of spectacular. What are some things that you can identify as unique moments that could really enhance the experience your prospects have on campus?
- Rely on your players. They’re your experts. They know what to sell, and if you give them the right forum to talk about it, they’ll give you some great ideas. Start by asking them, “Besides our facilities, the school and me as a coach, what are the things that really gave you a good feeling about coming here?” Or, let us help by coming to campus and helping you develop that strategy for the upcoming year. Either way, you need this information and apply it to your upcoming communication with recruits.
Ripping off that foil cover is part of the anticipation if you’re going to eat yogurt. It’s the same trigger that kicks in when you hear a sizzling steak being brought to your table at a restaurant, or picture yourself on the first day of a summer vacation at your favorite beach. The mental imagery is part of the experience, and helps form their overall image and impression of the campus, coach and program who is recruiting them.
What NIS triggers are all around you that can help you connect with your prospect more effectively?