Why "Top-Ranked" Falls Flat: Aligning Messaging to Goal-Oriented Learners’ Needs
When we lean into rankings before we know what the prospective learner cares most about, we tell them that rankings should always matter whether they should or not. If your program is not the best in its category—and most aren’t—this will backfire. A prospective learner may search “best online mba” because that is how they have been tr