Stop Making Parent Do The Math
- Rochie Popack
- Apr 3, 2025
- 1 min read
At a recent meeting, someone asked, “How long has Hebrew Academy been around?”
Without thinking, I answered, “Since 1969.”
But then it hit me: no one stops to calculate what that actually means.
So I tried something else: “We’ve been supporting Jewish families for over 50 years.”
And suddenly, their eyes lit up.
Because “since 1969” is a fact. But “over 50 years” is meaning.
It’s a reminder that in marketing, especially in schools, we often say what we know instead of what people need to hear.
We say:
“Our teachers are dedicated.”
“Our students graduate to top high schools.”
“We’ve had STEM for 10 years.”
But the real impact comes when we translate those statements into emotionally clear, value-driven language.
So next time you’re writing copy, think:
What does this mean for a parent?
How does this make them feel confident in us?
Because facts inform, but meaning inspires.
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