How to Warm Up Preschool Parents So They’ll Sign Up

If you want parents to sign up for your preschool, you need to first warm them up.

Based on the bestselling book Breakthrough Advertising by copywriter Eugene Schwartz, your preschool families will go through 5 levels of awareness on their journey before they sign up with you:

UNAWARE (Ice cold traffic)

• They are unaware they have a problem, so they are not actively seeking a solution. They are likely to argue with you in the comments and/or assume nobody wants or needs your preschool.
• To help them move to the next level, share STORIES and SECRETS with them about your preschool. DOCUMENT YOUR JOURNEY on social media and let the “cuteness” of your preschool chip away their icy exterior.

PROBLEM AWARE (Cold traffic)

• They are aware they have a problem, but they’re not aware of any solutions available. They’re still skeptical that a solution exists, so they may sit on the sidelines and observe your advertising efforts.
• To help them move to the next level, share BENEFITS that they’ll get when they attend your preschool, as well as ANSWER THEIR QUESTIONS and OVERCOME OBJECTIONS. Show them how your preschool will make their life better.

SOLUTION AWARE (Warm traffic)

• They are aware they have a problem, and they know there are solutions. They ask questions that sound like objections, but are easier persuaded because they want to believe their problem can be solved.
• To help them move to the next level, share CLAIMS and PROOF that back up the benefits of your preschool program. Show them TESTIMONIALS, reviews, and data that your program can help.

PRODUCT AWARE (Hot traffic)

• They are aware of all the solutions on the market to help their problem, including your preschool program. They are actively looking for a program with a deal to help them take action.
• To help them move to the next level, share DISCOUNTS and DEALS with urgency & scarcity to get them to jump off the fence quickly.

MOST AWARE (Piping hot traffic)

• They are most in pain and are seeking a solution right now to get out of pain. They’ve been following you and know your program.
• To help them move to the next level, share the PROGRAM and PRICE to show them how much value they get with your program. Focus on how the FEATURES, benefits, and VALUE is more than the price they will pay.

Thinking about what you just learned, we want you to put yourself in this exact situation with your decision to follow us. Where were YOU on the traffic temperature when you first heard about us… and how long did it take you to move from that point to when you started following us? 

For many of you, it took years to warm you up… for others, it took just days or hours to push you off the fence. We have been doing this for 12 years… and we still have women who finally joined us after 11 years of getting our emails! 

What if we had given up after just 1 month… or even 1 year… because you weren’t moving forward quick enough? Consistency creates sales!!!

Now, we’re not saying you have to do this for 11 years in order for people to finally enroll in your preschool (because of course, by then, their children will be too old for your preschool!) 

But we are saying that you can’t expect everyone to jump on your preschool train the moment you start posting. You need to acknowledge that you might get the “piping hot” ones really quick… but you’ll need to WORK over time to warm up the rest until they’re finally ready to join your preschool. 

THAT is what we’re talking about in this section: How to build your Know, Like, Trust (KLT) Factor to warm up your prospects so they will eventually sign up for your preschool.

Our mentor, Stu McLaren, says there are 3 reasons people don’t buy:

• They don’t trust you
• They don’t trust your product
• They don’t trust themselves to be successful with your product

If we broke that down even further in his training, it would look like this:

• They don’t trust you
  • So you need to show social proof, credibility, and authority
• They don’t trust your product
  • So you need to show stories, progress, and testimonials
• They don’t trust themselves to be successful with your product
  • So you need to give them small wins, free trials, easy onboarding

Notice how the #1 thing (before anything else) was they don’t trust you. So how can we help them trust you? Well, we start with building a professional brand around our preschool and then you create posts on your social media profiles to make you more relatable. When you can have daily conversations with your potential preschool families, you’ll build up that KLT factor quickly and they’ll start warming up to you faster than ever before!

You’re going to be building several social media pages and groups. Once those are set up, we want you to post conversation starters over the next 3 days (YES that is 3 posts per day, 1 per location!), then keep posting every day!