REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Where’s the love?  The first love poem was written on a cuneiform tablet around 2030 BC, and we’ve been writing tales of romance, passion, and star-crossed lovers ever since. From the story of Ruth to Romeo and Juliet to Love Story, the theme endures. If we can write about one subject for over 4,000 years, why is it so hard to say something new about getting a good college education? How many times have we heard universities tout“faculty who really care about each individual student,” “dynamic and rigorous academics,” and “warm, caring campus communities”? The repetition is unconvincing and tiresome. The challenge for educational communicators—not to mention poets and novelists—is to find fresh, unexpected ways to explore a familiar topic. That’s the way to make your website and print materials stand out from the crowd, and your readers will love you for it.

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