#475 distinctions

Last night, I attended our city-wide college fair.  Approximately 75 schools were represented — all lined up in neat little rows behind the standard issue 8 foot tables.  Rules prohibit most elements of personalization, so everyone had similar looking brochures, inquiry cards and pens, a listing of majors and smiling representatives to tell the families wonderful things about their institution. 

I went as a stealth shopper and by eavesdropping heard the same things from many institutions — “We offer athletic scholarships” (said as if they were the only campus there who did).  “We are small, friendly and caring.”  “We have lots of student organizations and ways to be involved on campus.”  

It makes me wonder how a student ever can distinguish among all the choices and make a decision.

It also reminded me of the paper bag exercise I wrote about last October* in which participants secretly put something in a lunch bag that is a symbolic representation of themselves without being blatantly obvious.  Other participants then try to guess whose bag it is and then the owner shares the story of why those particular objects were chosen.

This college fair was like rows of paper bags.  Most were small, private colleges and at this level, they all appeared to be the same lunch bag.  The state schools were there, and aside from distinguishing themselves by being a bigger bag, they too were bragging about scholarships and “friendly”.  There were a few different color bags that stood out: the National Guard, cosmetology schools or a bible college, but for the most part everyone looked the same.

If you are the shopper — whether for colleges or another service — I think it helps to recognize that at some level there is little distinction.  Anyone can make a paper bag look great on the outside; it’s what is inside that matters.  You need to take the time to open up a few bags and hear the stories that go with them.  Hopefully one will resonate with you and call you to write your own story there.  

And if you are the organization, reconsider your participation in events where all the paper bags are lined up in rows.  If you can’t highlight your distinctions there, maybe your time is better spent elsewhere.

*Blog #138, October 17, 2012