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Unlocking Enrollment Growth: The Power of Knowing Your Ideal Client Profile (ICP)

95% of trade school owners do not know what ICP is.

What’s up, everyone!

First question - do you want short newsletters or long ones? Someone told me short is better so here we go.

Fam—this community keeps growing! 

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Speaking of growth, the trade school owner community is staying strong at 13 members. 3 more are about to join this week. Stay tuned.

We have several folks pending to join.

Now, let’s get back to the reason you’re here: ICP and why it maters.

If you’re in the business of education, especially in trade schools, you know how crucial it is to fill those seats. But let me tell you a little secret: it’s not about getting just anyone through your doors. It’s about attracting the right students. That’s where understanding your Ideal Client Profile (ICP) comes into play.

What is ICP, and Why Does it Matter?

Your ICP isn’t just a description of the “perfect” student; it’s the blueprint for your school’s marketing and enrollment strategy. It’s about defining who your courses are really for. For us, our ICP is clear: it’s individuals earning between $10-$15 an hour, often working in dead-end jobs like fast food, retail, or warehouse positions. These are people tired of living paycheck to paycheck and feeling stuck in a cycle of job-hopping.

Why Should You Focus on Your ICP?

When you have a clear ICP, you stop trying to please everyone. Instead, you start focusing on the people who will genuinely benefit from and value your programs. For example, when we target individuals who feel trapped in low-wage, unfulfilling jobs, our message speaks directly to their pain points. We show them how our courses can transform their lives—helping them move from making $10-$15 an hour to earning $25-$30 an hour in a stable, skilled trade. When your messaging is that specific, you resonate with your audience on a deeper level, increasing your enrollments and building a community of motivated students eager for a real change.

How to Build Your ICP

Start by looking at your current and past students. What are the common traits among those who have completed their courses and found jobs? What pain points did they face before enrolling, and what goals were they trying to achieve? For instance, we found that many of our successful graduates were people tired of the unpredictability of retail schedules or the physical strain of warehouse work. They were looking for a stable path where they could gain a skill, increase their income, and have a set schedule they could count on. Speak to them, survey them, and gather insights. From there, create a profile that you can target through your marketing efforts.

This does not work and they don’t know who they’re ICP is.

So, are shorter newsletters better and with one specific topic?

When you dial in on your ICP, you’re not just increasing enrollments—you’re transforming lives. You’re giving people the opportunity to leave low-wage jobs and step into a career with real growth potential. And that’s how you build a trade school that doesn’t just grow but thrives.

Here’s to making moves!

Until next time, control what YOU can control, take action on something, and don’t forget to smile.

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  1. Share this newsletter with friends who could use a boost. Sharing is caring!

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  3. Connect with me on Instagram here https://www.instagram.com/tradeschoolsecrets/

Together, we can make a difference! 

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