Psychological blindness is predicated upon people not wanting to bring something into their awareness.

Quick disclaimer...I am not a Psychologist. I more resemble a Bassist than a Psychologist, ha! I know a few Bass-lines and I know how this term applies to colleges in how they gain emotional-mastery over student-families.

Another disclaimer...I'm not bashing the colleges, rather, it's their business and they're great at it. I just want to awaken parents to the traps involved, aka- the hooks. Without further delay...

By tapping into the Psychological Blindness of many parents, colleges have become masters at manipulating adult behavior. Over the past 10 years, they've programmed "hooks" into their College Tours and Information Sessions designed to draw in the emotional interest of parents and their kids. Beware, that's market-manipulation at its best, a market owned by the colleges, driven by the parents.

Hooks for the parents, the market-makers:

   • We have a 90% job-placement rate

   • Your child doesn't have to know their major yet...we'll help them figure it out.

   • We'll meet your financial-need at 100%

Hooks for the kids, the pawns in the game:

   • You don't have to know your major yet...we'll help you figure it out

   • We are test-optional

   • Come see our beautiful new dorms

   • Come see our amazing new cafeteria's

Parents jump onboard, kids jump on board, the psychological-hook is set.

Next come Financial Award Packages high in cost, low in awards, high in loans...high in anxiety!

Parents will often say-

   • We'll do anything for our child, they deserve it.

   • We'll find a way to pay.

   • We owe it to them.

Kids often say-

   • I love it.

   • It's where I want to go.

   • Please mom...or dad...

The hooks are set, the fish are being reeled in.

When student-families fall into this emotional trap, they drive the market- price upward. They become the market-makers. On that note, we can't blame the colleges. They are merely running their business with precision controls and influences.

They are doing what the market allows. The result?

We will soon have our first $100,000 per year cost of a college. Many more will follow suit thereafter.

Cost has doubled over the past 12 years or so. Many colleges have eliminated scholarship awards.

Student-families make many costly mistakes, not just in terms of dollars, but also in terms of the college experience and desired outcomes.

To their extraordinary success, colleges monetize the emotional-addiction that parents have for their children. I understand. I was one of them!

In the end, it's up to the parents to not fall for this trap. It's up to parents to be more savvy to what they are about to buy—COLLEGE.

Don't be a fish!

Do not fall for the illusion that colleges create for you. They don't have a 90% job-placement rate...none of them do!

Do not turn it over to your child to manage. They can't manage buying a home, a car, or a $300,000 college!

Do not think that your school's Guidance Counselor will help make sure that you're on top of your game. It's not their job, not their child, not their money.

Do get on top of your game. Be knowledgeable, be involved. Your child depends on you now more than ever before.

The stakes are too big to wait on being involved. The results are too predictable to not be on top of your game. The cost of getting it wrong will be felt forever.

Don't be a fish!