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