So many camp people I talk to want to spend their time talking and writing about what makes their camp different. What makes it stand out in the crowd. Why their lake is better than the lake at the camp up the road.
Why their arts program is head and shoulders above everyone else.
Why their traditions are older and more thoughtful than anything you’ll see.
Why their sports programs lap the field.
Most times, it’s all true.
And yet when that’s put in front of new parents, there’s still sometimes a “Let us think about it,” line at the end of things.
Or worse, they skip right past it.
Those parents likely aren’t weighing the pros and cons.
It’s more this little internal alarm, an alarm that’s older than camp, older than marketing itself. Definitely older than the camp.
There’s a marketer’s instinct that says the way to win a family is to stand out.
Show them how unlike everyone else you are. Lead with what makes you special.
That instinct backfires on the hardest sales, and camp is one of the hardest sales there is.
Oren Klaff, who wrote Pitch Anything, calls the fix for this “plain vanilla”.
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