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