| There are seven major reasons why adults continue | | | | imagine the fun you will have. |
| their pursuit to learn. Each of the reasons play into | | | | |
| the way you want to present your sales information. | | | | 5. With a percentage only a few digits behind the |
| Studies completed by the United States Department | | | | fourth, people attend just to meet new people with |
| of Education (USDOE), Commission on Nontraditional | | | | similar interests. If one event was successful for |
| Study and surveys conducted by the National Center | | | | them one year, they will most likely return without |
| for Education Statistics (NCES) show little change in | | | | much persuasion. |
| why learners keep wanting to learn since 1964. | | | | |
| | | | Language: Meet new people, plenty of time to |
| Since the 21st century the statistics have shown a | | | | network, popular, team activities, interactive, |
| small increase only. In 1964, U.S. Dept. of Education | | | | pleasure, sold out early last year, don't wait, laugh, |
| reported that only 37% of the U.S. population took | | | | enjoy, carefree, playful, festive, entertaining, amusing, |
| an assertive role in their learning. The latest report, | | | | curious. |
| 2002, only shows a 3% increase. | | | | |
| | | | 6. In the low teens, approximately 10%, these |
| Why is this information important for selling learning | | | | learners just like to expand their everyday lives. They |
| opportunities? These statistical reports show exactly | | | | want a simpler, easier, way of living day-to-day. They |
| what language to use to get their attention and what | | | | like the shortcuts, appliances and tools that they use |
| it takes for them to open their wallets. | | | | regularly that are new, faster, and easier to use. |
| | | | They will toss out a two year old still working |
| Phrases, words, ideas, and thoughts, if conveyed | | | | appliance to have one that makes their life just a little |
| appropriately to the group of choice can make the | | | | bit easier. |
| difference between survival and thriving. | | | | |
| | | | Use words and phrases that save them personal |
| 1. The highest, 40%, choose to learn to become a | | | | time or money always works well. Things that help |
| more-informed person and like having knowledge in | | | | fix things easier, decorating like a pro, cook in less |
| their tool bag. | | | | time, and discount travel. They prefer group events |
| | | | rather than single family or solo pursuits. They want |
| Language that grabs learners attention and persuades | | | | to learn only the bare information that applies to now |
| them to buy is: opportunity, advantage, timeless, | | | | and 100% to what they need at the moment. |
| chance, essential, treasure, priceless, rare, gateway, | | | | |
| treasurer, growth, and wisdom. | | | | Language: Now, current, inexpensive, lowest, terrific |
| | | | value, compare, affordable, gain, best buy, best bet, |
| Phases included: A unique opportunity; Be prepared; | | | | cuts, brief, compact, slim, minute, a dash of, |
| Free opportunity (actually any phrase with | | | | condensed, compressed, anywhere, diminutive, |
| opportunity included); If you pass this up you'll be | | | | versatile, safety, popular, special features, durable, |
| passé. | | | | useful, new. |
| | | | |
| 2. Adults who are preparing themselves for a career | | | | 7. Tied with #6 around 10%, this group of learners |
| transition - new job or new occupation follow close | | | | attend because they are bored, thought it would get |
| behind the first group. And in a few of the results, | | | | them out of their rut, so they will not be alone, and if |
| this group jumps to the top and the other takes | | | | it helps them finish outside the home tasks faster |
| second place. Yet, always very close to each other. | | | | and easier. |
| In the USDOE reports they were 1% behind and in | | | | |
| the NCES, 2% ahead. | | | | Language: Speedy, easy as 1-2-3, effective, efficient, |
| | | | fun, team, buddy, group, play, easy [anything], |
| Words that attract and persuade this group include: | | | | intimate, usual, exercises, joint, together, jointly, give, |
| winning, motivate, clear-headed, clear-sighted, | | | | share. |
| excellence, gets you noticed, perceptive, potential, | | | | |
| sharp, jump obstacles, performs effectively, goals, | | | | Knowing what type of learner you want to attract |
| standards, staying on track, excels, leader, leadership | | | | to your seminars, workshops, TelePrograms, |
| roles, takes the initiative. | | | | conferences, expos, or other type of learning events. |
| | | | To find similarly attractive words, phrases to sell to |
| 3. The next group of learners expands their training | | | | your chosen group of learners, use a synonym finder. |
| just what pertains to their current job run slightly | | | | Begin a list of words and phrases that attract your |
| below the top two, approximately 32-34%. A high | | | | market before you create any marketing material -- |
| majority, yet not all, will only attend if the employer | | | | printed or electronic. Add this invaluable information to |
| compensates for their attendance. This is a tough | | | | your target profile. |
| group to sell too. It usually isn't until they lose their | | | | |
| job and begin seeing what their laissez faire approach | | | | Also know that the percentages don't indicate the |
| is now costing them. | | | | amount of revenue possibilities. For instance, just |
| | | | because a type of learner you choose to market to |
| Attractive language to this group is: winning attitude, | | | | falls into the lowest percentage doesn't mean that |
| envy, self-confidence, team work, wants, desires, | | | | they don't have enough discretionary revenue to pay |
| quiet confidence, risk, self-discipline. Other words and | | | | for learning. |
| phrases include finding a better paying job. | | | | |
| | | | The most important key to all this is to learn to |
| 4. Fourth group percentage drops to low 20s. They | | | | address each group separately. For example, if part |
| attend learning-type seminars, workshops, and other | | | | of your marketing campaign included e-mail marketing |
| events for the sheer joy of it. It doesn't matter if it's | | | | announcements. You would create a separate e-mail |
| on window washing or dog bathing. | | | | (or more) for each group and not try to roll all the |
| | | | groups into one e-mail. Please take heed in this last |
| Language: inspired, energy,, joy, fun, knowledge | | | | statement. Trying to put everything into one |
| about, look at what you can learn, what type of | | | | marketing piece is the most common mistake that |
| other people are going to be attending, make new | | | | new business people fall into and the biggest culprit |
| friends, bring a friend, a friend can attend for | | | | to no success.Catherine Franz is a Marketing & |
| (discount or free), discover, passion, boundaries, | | | | Writing Coach, niches, product development, Internet |
| shoot for the stars, control, future, adventure, | | | | marketing, nonfiction writing and training. |