In partnership with

PROLOGUE
Every Family That Tours You Is Touring Someone Else

Sometime this fall, a parent on your tour will ask the question your website avoids: "We're also looking at the school across town. What makes you different?"

Whoever gives your tours answers that question every week, and answers it well. Honest about class size, even saying something kind about the other school before explaining the kind of student who thrives at yours. The family relaxes, because someone finally treated them like adults making a real decision.

Then they go home, and your website acts like the other school doesn't exist.

I understand why. Naming competitors feels unprofessional, and someone on the board would worry. So every school markets as if it were the only option, to families who are choosing among three.

But the comparison happens either way. It just happens at nine at night, in a search box or a ChatGPT window, without you in the room.

This is the argument Marcus Sheridan makes in They Ask, You Answer, the book the MarCom Society book club is discussing this Wednesday. Sheridan sold fiberglass pools. The article that saved his company wasn't about why his pools were best. It was "Fiberglass vs. Concrete Pools: An Honest Comparison." He taught buyers how to choose, even when the honest answer sometimes pointed away from him, and buyers trusted him for it.

You can do the same without naming a single school:

  1. Write the choosing guide for your market. "How to Choose a Private School in [Your City]." The types of schools available, the criteria that matter, and the questions to ask on every tour, including yours.

  2. Put your tour answer in writing. Take the comparison question you hear most and answer it on your site the way you answer it in person.

One quick win

Ask whoever gives your tours: "What comparison do families bring up most?" Then search your website for the answer. If you find nothing, that's your next piece of content, and it's one your competitors are too polite to write.

Thanks,
Brendan

Want to get the most out of ChatGPT?

ChatGPT is a superpower if you know how to use it correctly.

Discover how HubSpot's guide to AI can elevate both your productivity and creativity to get more things done.

Learn to automate tasks, enhance decision-making, and foster innovation with the power of AI.

Download the free guide

UPCOMING EVENT

For MarCom Society Members Only

They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer

Hello, book clubbers! I’m excited to share that, based upon our recent poll, our next book is They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer by Marcus Sheridan.

Grab your copy on Amazon here and start reading: https://amzn.to/4vL1jFy

I've read this book, recommend it, and can’t wait to discuss it!

I hope you join us!!

RSVP today: https://community.marcomsociety.org/c/book-club-a4bfab/they-ask-you-answer-a-revolutionary-approach-to-inbound-sales-content-marketing-and-today-s-digital-consumer

RECOMMENDED READING

What is One of the Defining Differences Between Excellent Schools and Exceptional Schools? A Culture of Philanthropy.

Philanthropy comes from the Ancient Greek word, philanthropia. Broken down, philo is “loving” or “friend,” and anthropos is “human” or “mankind.

RG175 • RG175

Small Details Make for Big Brands

A school’s brand is much more than its logo, fonts, and colors. In practice, a brand is a multitude of experiences and touch points that you should consider and carefully design.

38 House

The Hidden Cost of Underinvesting in Marketing

Many organizations don't have a marketing problem. They have an investment problem. Marketing is often one of the first line items reduced when budgets get tight. It feels easier to postpone a website refresh, delay hiring a communications manager, or cut back on advertising than it does to reduce

Elevate Marketing Strategy

The Truth About AI and School Website Copy (It’s Not What You Think)

AI search rewards clear, specific, well-structured content — not robotic keyword stuffing. Here's what actually changes about how schools should write website copy in the AI-search era, with a real before-and-after.

Cursive Content | Breakthrough School Storytelling • Jon Schmitz

Revolutionizing Recruitment: Personalization is the New Expectation

See how personalization is reshaping school recruitment by helping prospective families feel known, valued, and connected.

Enrollment Catalyst • Enrollment Catalyst

RECOMMENDED VIEWING

RECOMMENDED LISTENING

254: The Head as Asker In Chief – Interview with Alan Jones

In this interview episode, Brad is joined by Alan Jones, Principal of Christ Church Grammar School in Claremont, Western Australia. Together they examine why the Head is central to school philanthropy. Alan explains that the ask only becomes possible after trust has been built and the educational purpose is clear. He describes fundraising as a long-term relationship, strengthened when donors understand the difference their support can make and feel part of the school’s direction. He also explains why Heads must thank donors personally, steward relationships carefully and show what their generosity has achieved.

imageseven • [email protected]

MARCOM JOB

Marketing & Communications Coordinator

Enrollment Outreach & Marketing Manager

Whenever You're Ready, There Are 5 Ways I Can Help You

Fractional Digital Marketer Program: Our flagship consulting program, where we help you get more inquiries by implementing inbound marketing, Google Ads, Meta Ads, SEO, Reputation Management, and blogging for you! Learn more.

School Marketing The Right Way: Purchase my new book about school marketing. It was the book that I wished existed when I started my journey with marketing a school. Purchase.

SchoolMarketingCRM: My new marketing software for schools. This is the software I wish I had when I worked in schools. It handles all of your marketing functions, including landing pages, email automation, reputation management, appointment scheduling, and much more. Learn more.

The MarCom Society: Join other school marketing and communication professionals in my membership community, which is designed to help you become a better MarCom professional through training, support, and community. Learn more.

Sponsor This Newsletter: Promote yourself to 5,000+ subscribers by sponsoring this newsletter. Learn more.

Keep Reading

View more
caret-right
© 2026 School Marketing Insider.
beehiivPowered by beehiiv