After Colby Graduates, What Comes Next?
2022 should’ve been the year my son Colby graduated college. But traditional college wasn’t the right path for him. Midway through his sophomore year, he made the brave decision to come home and start working full time. No set-in-stone plan. Just forward motion while figuring things out.
And that’s okay.
So how in the world does this translate into a business or marketing lesson?
Hang with me…
A few weeks ago, I got an email from Catholic University. That’s one of the schools Colby was accepted to but didn’t attend. He chose Loyola in Maryland instead.
The subject line caught my attention:
After Colby Graduates, What Comes Next?
Here’s what the email said:
To the Parents of Colby Schaefer,
Several years ago, Colby expressed interest in The Catholic University of America. I know that he pursued another route, and I hope it was a great experience.
Then they started to talk about their Master of Science in Business program.
They shared some bullet points, a couple testimonials, and then…
We believe our program can provide Colby with practical business skills to meet whatever challenges lie ahead. If this sounds like a good fit, have him schedule a call. Application fees are waived through November 15.
Even though Colby isn’t considering going back to school anytime soon, I was honestly blown away by the brilliance of this email from a marketing perspective.
Let’s break it down…
What Catholic University Got RIGHT (and You Can Too):
They stayed in touch.
Even though it had been years, they still had our info and found a reason to follow up.
They honored his choice.
They acknowledged he went with another option without guilt-tripping or shaming.
They introduced the next step.
Instead of dwelling on the past, they showed us where we could go next. That’s powerful.
They made it personal.
Yes, it was probably templated but they included his name multiple times. That’s more than most businesses do.
They included a clear call to action.
Not just “learn more.” but a next step with urgency and a waived fee. Yes, please.
This, my friend, is what GREAT MARKETING looks like.
What’s This Got To Do With You?
Everything.
Marketing is something we do every day even outside our businesses. You market when you…
Convince your family to try the “better ketchup.”
Get them to stop nuking leftovers in the microwave and use the stovetop instead.
It’s all persuasion. It’s all positioning. It’s all selling.
So if you’re wondering how to start a profitable senior concierge business, or you’re already running one but struggling to get clients, you can learn from what Catholic U did:
Stay in touch. Personalize your message. Be clear about next steps. Provide value. Follow up even if they said no once.
Your Business, Your Message
If you’re growing your concierge business, especially if you want to help aging adults stay independent, you MUST get comfortable with clear communication and follow-up.
Want help with that?
Here are a few resources that build on what I’ve shared here:
How Concierge Businesses Can Use AI – Learn how to use tools to follow up, personalize, and automate like a pro.
Choosing the Right Services for Your Concierge Business – Not sure what to offer? This post will help you focus in and stand out.
What Your Time is Worth as a Service Provider – Stop undercharging. Learn how to value what you do and price with confidence.
Each of these lessons ties directly back to making your business profitable, sustainable, and aligned with your life.
Final Thought
Colby may not be going back to school, but that email showed me something important…
Marketing doesn’t end when someone says “no.”
It doesn’t end after the first offer.
Marketing is about relationships.
And when you approach your concierge business this way when you build relationships with your potential clients, nurture trust, and offer consistent value your business becomes profitable AND fulfilling.
And yes, that is something worth showing up for.
Let’s do this together.
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