Clarity isn’t something you find; it’s something you create. And in business, it’s your greatest competitive edge."

Lucky 13 week down in the books - thank you!

🔥 Can you believe it?! This is newsletter week 13, and we’re about to break 600 subscribers—amazing! Even crazier, 121 of you have taken the leap and started the WIOA process. Our exclusive community of trade school owners is on fire, with two more about to join, pushing us to a strong 15. And get this—my X account just crossed 2,100 new friends. Who would've thought building a brand around trade schools could be this exciting?

Here are some quick highlights of what’s happened in the last 4 months.

Clarity - why it’s important and why you should understand what it means.

Clarity: The Key to Scaling Your Trade School

The world is noisy. In today’s digital age, there are countless voices competing for attention, especially when it comes to education options. If your message isn’t clear, 90% of people won’t listen, and the 10% who do may forget it shortly after. That's why clarity is crucial—your message needs to stand out like a lighthouse in a storm, guiding potential students toward your trade school.

But let’s face it: clarity isn’t something you figure out on day one. It’s a process. Even some of the biggest brands in the world didn’t start with a crystal-clear message. Think about Nintendo—they began making playing cards and toys. Today, they dominate the video game industry. My own experience running a trade school wasn’t so different. When I started, my messaging was cloudy and uncertain. Over time, through feedback, pivoting, and refining my approach, I found clarity.

Clarity is like filtering water. When you begin, your message might be murky, but as you go through challenges and collect feedback, you begin to remove the noise and purify your message. Over time, that clear message becomes your greatest asset, cutting through the clutter and helping you stand out in a crowded field.

 The Trade School Landscape in the U.S.

To put things into perspective, trade schools in the U.S. are on the rise. In 2021, there were approximately 12 million students enrolled in trade or vocational schools, with the demand for skilled labor skyrocketing in industries like HVAC, plumbing, and electrical. And the need is only growing. According to the U.S. Department of Labor, jobs in the skilled trades are projected to grow by nearly 20% over the next decade. That's millions of opportunities waiting for those with the right training.

However, not every trade school experiences success. The harsh reality is that many schools open their doors with high hopes, only to close them within a few years due to lackluster enrollments and unclear messaging.

Clarity Separates the Winners from the Rest

The difference often comes down to clarity in their message and purpose. Successful trade schools know how to communicate their value effectively. They know their target market, understand what students are looking for, and have a clear, consistent message that speaks directly to their audience’s needs. On the other hand, schools that fail to refine their message end up blending into the noise, never quite reaching their potential.

So, how can you ensure that your trade school is among the successful ones? It all starts with clarity—and here are three essential steps to get there:

1. Detach Your Founder Ego from the Brand Identity

What resonates with you as the founder may not be what resonates with your students. And that’s okay! The key is being willing to adapt. If the message that excites you doesn’t connect with your potential enrollees, be open to changing it. Remember, your school isn’t about you—it’s about your students and what they need to succeed.

2. Talk with Your Students Often

Your students are your best source of feedback. They will tell you what’s working and what’s not, and they’ll give you clues about how to refine your messaging. Ask them why they chose your school, what they love about it, and what made them hesitant. Listen carefully to the words they use and incorporate that feedback into your messaging. The clearer you can align your message with their desires, the more your school will grow.

3. Reflect Privately

As a founder, the strength of your vision drives your trade school’s success. You need near-delusional conviction in your brand’s identity, but that conviction must come from clarity. Take time to reflect on whether your messaging aligns with your vision. Are you still passionate about the direction your school is going? Is your message as clear as it could be? Clarity isn’t just a marketing tool; it’s the core of your leadership.

 Statistics Don’t Lie: Clarity Leads to Higher Enrollments

Trade schools with clear messaging often see significantly higher enrollment rates compared to those with scattered or unclear branding. According to the National Center for Education Statistics, trade schools that focus on specific, in-demand skills (like HVAC, plumbing, and electrical) and communicate their value proposition clearly can experience up to 30% higher enrollment growth than those with more generic messaging. That’s the power of clarity—it translates directly into student interest and enrollments.

But clarity isn’t just about getting more students through the door. It’s also about setting expectations. When students know exactly what to expect from your school—whether it’s job placement assistance, flexible payment plans, or a fast-track certification process—they’re more likely to trust you. And trust leads to long-term success.

What’s Next?

If you’re in the process of launching your own trade school or scaling an existing one, clarity should be your top priority. Keep refining your message until it cuts through the noise and resonates deeply with your target audience. Remember, finding clarity is a process, but once you have it, everything changes. It’s the key to standing out, growing your enrollments, and building long-term success in this competitive industry.