Caveat emptor

Nice feature article in the NYT during the weekend about tuition costs at both nonprofit and for-profit colleges. It’s  subject that deserves a lot more attention than it gets. This jumped out to me:

College marketing firms encourage school officials to focus on the value of the education rather than the cost. For example, an article on the cover of Enrollment Management, a newsletter aimed at college admissions officials, urged writers of admissions materials to “avoid bad words like ‘cost,’ ‘pay’ (try ‘and you get all this for…’), ‘contract’ and ‘buy’ in your piece and avoid the conflicting feelings they generate.”

Simple, direct language is the best way to help people understand something. Look at those two constructs and think about which one best helps people understand their future at college. It’s the not the marketing buzzwords. So, then, if the clearest, most concise language isn’t the language being used, the the first priority of these organizations isn’t giving potential students an honest reading of their situation. That’s revealing.

And, yes, I am aware that college is still the best route to a more financially secure future. And, no, there is no college “bubble.” This is just about the marketing, which calls to mind used car salesmen more than anything else.

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