Chapter 42

Take a few minutes to watch this short video about Trader Joe’s that’s been making the rounds:

It’s really the perfect commercial, and its biggest strengths are the very reason it’s on YouTube and not during the commercial break of Lost. The strongest statements are those that relate only tangentially to Trader Joe’s corporate goals and messaging–yoga moms, tons of unread signage, cases of water next to the exit–or even negative ones–paper bags that rip, the sold-out bakery sections, repeated gripes about discontinued items.

I don’t often shop at Trader Joe’s. But these are all things that give me a flash of recognition. And the line about the overcrowded parking lot doesn’t make me feel like I should go somewhere else and avoid the hassle–it makes me feel like I’m somehow part of a Trader Joe’s community that has shared this same experience. It creates an emotional connection. And it actually makes me want to shop there more.

The first bit of advice we usually give to our clients is “first-person narratives.” And there’s a slew of reasons that you should have your students and faculty blogging on your website, from the practical (they’ll create content for you!) to the slick (consider your demographics!). But perhaps the biggest reason is that people relate to genuine, warts-and-all messages far more than they do to a catchy slogan that some outside consultants dreamed up.

I can tell you first-hand what messages I respond to as an alum. And–not to be callous–it’s not the emails about providing financial aid or building new facilities that get me. It’s when I’m reminded of what a mixed blessing the meal plan actually was. Or about that required class I spent half the semester hating. Or New England winters. There’s plenty of effective messaging about all the great stuff, too–but without the complete picture, those messages fall flat.

This is not to say that you should write on your website that your dining hall sucks. But you might be surprised at what your community has to say about all those little annoyances. These quirks are an important part of the shared experience that differentiates you from your peer institutions. And presenting that full experience will help your audience–from prospective to alumni and staff–identify with and feel emotionally connected to your school.