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Then recognize that a student will choose a school for more than just its features. A student will choose a school for the benefits those features offer.

Determine Your Benefits—What’s in It for Them?

Let’s say you’re a member of a national association of martial artists. A new student walks through the door. You tell him, as a part of your introduction to the school, that you and your school are a part of this great organization. He nods with a blank look on his face.

Let’s say, by contrast, that you listen to your prospective student, find out what’s important to him. If he has dreams of seeing himself standing on a dais with a gold medal around his neck, you show him how your affiliation will offer him tournament opportunities. Or if he is worried about having to start from scratch should he move to another city, you show him how your organization offers recognition of his rank throughout the country. What you have done is shown what a feature of your school can do for that prospective student. You have demonstrated its benefit. Benefits are how features tap into the basic needs and motivations of your students. Benefits satisfy the wants and desires of prospective students.