#59 - How to Craft Compelling Student Testimonials and Content to Increase Enrollment Yield, w/ John Azoni + Shiro Hatori

On this episode, John Azoni was a guest on the Higher Ed Demand Gen podcast with Shiro Hatori. We talked about telling compelling student testimonials. Key Takeaways:Higher ed provides ample opportunity for meaningful, transformational stories that don't exist in the same way in other contextsStrong student testimonials have an arc - an "old normal," a turning point, and a "new normal"Getting specific in student stories, especially around the turning point, allows prospects to relate on an emotional levelAuthentically communicating student mental health struggles and support services can be powerful storytellingStudents crave specific content around day-to-day experience, dorm life, food, "day in the life" videosConsider leveraging student-generated content for relatability, not just official marketing videosVideo length is less important than providing value and "resolving something in the viewer's brain"Hook the audience by conveying what they'll learn or how they'll relate vs. just introducing the subjectRepurposing video content into shorter clips, stills, ads etc. can fuel years of content vs. one-off approachYour audience sees your content far less than you think - don't be afraid to repurpose frequentlyLINKS: Check out the Higher Ed Demand Gen podcast: https://concept3d.com/higher-ed-demand-gen-podcast/Check out Concept3D: https://concept3d.com