Great marketers sell benefits; poor marketers sell services.
Like any “customer,” students and alumni don’t care about what programs or services you offer (your services); they care about the results they can achieve by participating in your programs and services (their benefits).
Most Career Centers make the mistake of talking only about their services (i.e. career counseling, resume writing, mock interviews, etc.), and they fail to highlight what positive benefits students can experience by using their services (i.e. more confidence, less stress, better job opportunities, higher earning potential, more meaningful work experiences, etc.).
Paint an exciting picture on what students can achieve if they work with you. Don’t tell them that you can help them write a better resume. Instead, show them what they can achieve if you help them write a better resume. This may sound like a small distinction, but it makes a HUGE difference.
If you don’t tell students the benefits of your programs/services, they won’t take the time to identify them on their own. Let me illustrate this point with a health and fitness example.
Would you be more excited about attending a nutrition seminar on “how to design a healthy meal plan,” or a nutrition seminar on “how to eat your way to a 6-pack and a better sex life?” The content in each program could be identical, but there is a much better chance you’ll attend the second seminar because the first program sounds boring, while the second program tells you exactly how your life will be better by attending.
Do you want students to be more engaged with your Career Center? Then, stop selling features/services and start selling benefits.