Want to change the world? Learn a language (Part 1 of 2)

April 29, 2010

In the movie Dead Poet’s Society (1989), the fictional English teacher, Mr. Keating, played by Robin Williams, tells his class of adolescent boys, “No matter what anybody tells you, words and ideas can change the world.” It’s a notion that I’ve shared with my second language students on many occasions. I tell them that by learning a second language (or a third or a fourth or a fifth), they learn new ways of understanding not only themselves, but the world around us.

The challenges of learning another language are immense. There’s vocabulary to be acquired, grammar to master and verb conjugations to memorize. All of this information and more must be internalized, synthesized and then reproduced spontaneously as interactive speech. It’s an enormous feat. And it’s an enormous feat that millions have undertaken.

But to what end? We like to tell our students that their job prospects are better if they learn other languages. But are they really? I live in an affluent area of Canada, where young men (and women, though far fewer of them), can leave high school early and go north to work on oil rigs or in the towns that support the oil business. They can make cash, and lots of it, quickly. It’s hard work, under intense conditions. Yet thousands of them do it. Try telling them that if they learn a second language their job prospects are going to be better. They’ll scoff, turn around and drive away in a shiny new truck, that’s been fully paid for in cash.

So, the job prospect line doesn’t really fly very well where I live.

Travelling to other countries? There are plenty of tourist areas in the world where the locals have thrown themselves into learning the language of the tourists precisely to make them feel more welcome. People can travel to resorts all over the world and be served by locals who speak their language. In fact, I’ve heard people say, “Why should I learn their language when they’ll learn mine?”

So, the travelling argument seems a bit hollow, too.

What’s the real reason we believe so strongly that learning another language is important? It’s what that fictional character, Keating said, “because words and ideas can change the world.” When we commit ourselves to learning another language, we challenge ourselves to dig deep into ourselves to tap into our own power to communicate with others, to reach out, to connect.

When we take the plunge and test our communicative skills in another language, we reach inside and overcome our fears of making mistakes, fear of being rejected by others, fear of not being good enough, fear of not fitting in. We try anyway. We connect, however imperfectly, and that leads to wanting to understand more, learn more and discover more.

As we learn other languages we also learn about other cultures, other people, other faiths, other ways of living and being and looking at the world. We find our own sense of who we are profoundly enriched and deepened in ways we could not have otherwise imagined.

It’s hard to explain this to someone who doesn’t believe there’s any value in learning other languages. There are those who will never be convinced. Rather than trying to implore them with hollow arguments that are hard to back up, instead, we can offer concrete examples of individuals who changed the world by learning other languages. Here are some examples:

Albert Einstein. He was born in Switzerland and spoke German as his first language. (Anecdotally, I am told that he did not speak at all until he was five years old.) He learned English as a Second Language.

Nelson Mandela. His first language was Xhosa, an African dialect. He learned English as a Second Language.

Mohandas Gandhi. His first language was Gujarati. He went on to learn 10 additional languages.

Rigoberta Menchu. Her first language was Quechua, an indigenous language of her native Guatemala. As I understand it, she learned Spanish in order to give her acceptance speech for the Nobel Peace Prize which she was awarded in 1992.

Critics would argue that all of these public figures learned a language of the dominant population and would go on to discuss issues of power and oppression. My aim here is not to enter into such a discussion, but merely to point out that the work that these individuals did would not have been possible if they had not learned other languages.

That is a bold statement and I stand behind it. Let me repeat it: the work these influential people did would not have been possible if they had not learned other languages. Why? Because learning other languages gave them opportunities to engage in meaningful conversations, connect with others and do the work that they were so deeply passionate about a larger scale. They moved beyond the parochial into the global. They transcended personal, political, scientific and historical boundaries. With their words and ideas they changed the world.

When we learn other languages, we change who we are. We grow to understand and appreciate the world around us in new and meaningful ways. As we change, so the world changes. That’s the real reason we believe in the power of learning other languages. Because when we do, we learn to reach out to others, connect deeply and express our passion for life and our life’s work in profoundly transformative ways.

Related posts:

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


Specialized courses: Essential for a healthy marketing mix

April 28, 2010

In 1982, W.P. Kinsella wrote Shoeless Joe, a novel that was later turned into a major Hollywood movie starring Kevin Costner. The most famous line of the book is, “If you build it, he will come.” The basic premise of the book is that if you have an idea or a dream, go with it. The rest will take care of itself.

While this feel-good book, and the movie it was made into, may smack of naïveté on some level, the main principle is one that we can use in marketing our schools. If you build a specialized program, based on a sound curriculum that you can deliver well, the students will come.

Is there something that your school does better than any other in your area? Do you have a program to train foreign language teachers? Do you offer a specialized course in medical or veterinary terminology, for example? How about a course in business communications? If you have at least one course or program that differentiates you from other schools, you can focus on being the best there is for that specialty. You can still offer basic language training or other programs, but having a specialized niche will ensure you a unique market share, and add both revenue and students to your program. It can also add flair and a sense of uniqueness to your program. I’ve seen programs that offer English and sports or English and activities such as surfing, and they truly set themselves apart from the hundreds of other English programs in the world.

Specialized courses often referred to as “ESP” or “English for Specific Purposes”, in the English as a Second / Additional Language field. Together, generalized and specialized courses combine to form your marketing mix. Finding the right mix can boost your revenue significantly.

Specialized courses deserve special attention in your marketing plan. For example, if you offer a program for language teachers from foreign countries, you could easily research the contact information for language schools abroad and add that information to your database.  Then you have the tools to do a targeted direct mail campaign to those schools that would catch the attention of those teachers and school administrators.

Also consider that specialized courses likely require specialized curricula. You’ll want to ensure that whatever materials you are using fit your niche market really well.

Generally, it takes longer to see results for specialized programs. That is because it may take prospects longer to find out about your niche and respond to your marketing. I’ve seen more than one niche program fail because administrators gave up on it too early. One semester or session is not enough to test the market to determine if there is a demand for your specialized course. These types of program may require extra attention in their infancy, simply because their target market is very specific.

You may want to dedicate a certain amount of time (for example, one hour a week for an entire year) just to marketing this particular program. This may mean contacting associations, schools or other audiences with an interest in your niche to advise them of your program. For example, if you have a program to train teachers, then a direct mailing to teachers’ associations abroad may help you promote these courses. It may cost you time to build your mailing list, or it may cost you money to buy such a list. You won’t see a return on your investment until participants begin to enroll.

If you persist, within a couple of years, you can have a booming program.  The trick is to carve yourself a niche and be patient while the world discovers your uniqueness. If you build it… they will come.

This post is adapted from “Idea #5: Carve yourself a niche” in 101 Ways to Market Your Language Program.

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


Selling Words: Promoting Your Second Language Program

April 25, 2010

I’m sharing some slides I did from a presentation at the annual conference of the Intercultural and Second Languages Council (ISLC), Alberta Teachers’ Association, 2004. At the time, the province of Alberta was on the verge of introducing mandatory second language learning for students in grades 4 through 9. This presentation was aimed at school teachers and administrators who promote second languages in their schools.

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


Marketing Your ESL Program Successfully: Tips and Tricks

April 13, 2010

I came across this presentation I gave a few years ago at the TESL Canada / BC TEAL conference. Given the power of technology, I thought I’d try an experiment and share those slides with you here.

Marketing Your ESL Programs Successfully

View more presentations from Sarah Eaton.
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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


How to find a good ESL agent: Tips from the trenches

April 12, 2010

One question that comes up time and time again is, “How do you find a good agent?” I think that part of the answer is to avoid wasting your time with unproductive potential agents. Sound harsh? It’s not, really. If you’ve ever been in the classroom, chances are that you’ve had a student who wants to monopolize your time in ways that don’t contribute to the overall lesson or are just plain distracting or even bothersome.

As teachers, we learn how to handle students with all kinds of personalities and motives of their own. We learn to set boundaries with them while keeping the lesson focused and hopefully avoid too much disruption in the classroom. We call that good class management. We try to achieve this without embarrassing the student, if possible, while making it clear that as the teacher, we’re the one in control of the class and that’s the way it should be. In fact, if we don’t do that as teachers, we may lose others respect and not be taken as seriously.

The same idea applies to business relationships, particularly when it comes to others outside your school who want to work with you or represent you. The larger your program grows, the more people you will have knocking on your door wanting to work with you. Annoying though it may be, this is a good sign. It means you are being noticed and your image is one of success.

One of the ways that businesses get more business is to let the world know who their partners are. If an educational agent or tour operator can say they are working with ABC Language School and that school is well known in the community, either locally or internationally, then it lends them credibility and prestige.

That’s precisely why you want to take your time establishing new business relationships. It just may be that you don’t want your name associated with that business.

One tactic that I learned while managing a university ESL program was to ask prospective new “business partners” or agents for a package in writing. Sometimes if the person was in the same city as me, either living here or just passing through, they would insist on a personal meeting first. I would gently but firmly state, in every case, that it was our policy to consider written proposal first, before a meeting. The reality was that the first few times I said that, I was fibbing. We didn’t actually have such a policy. Having said that, we quickly created an internal policy that stated we had to receive all proposals in writing before a telephone or an in-person meeting.

Once everyone in the office knew the policy, we all stuck by it, asking frontline staff to help prevent such calls coming through to us. One polite way for a frontline staff member to do this is to say, “If you send the written proposal to my attention, I promise that will hand-deliver it to our manager to ensure she receives it.” Anyone who took the time to send a proposal – even a one-page, detailed letter – would gain our attention, at least long enough for us to review the proposal.

If they couldn’t deliver, we would gently but firmly apologize and move on. I was able to stop wasting time on agents and others who may or may not have had good intentions.

That was the first step. From there, we would ask for references and examples of previous work done. If this caused our prospective business partner distress or caused them to become uncomfortable, we eliminated them from our list of possibilities.

Sometimes, the prospect would say, “Oh, well… our partners are located in a foreign country and no one here speaks the language.” We would always reply that we were prepared to hire professional, accredited translators to check references. Very rarely did we ever hire a translator to check anyone’s references.

The steps we followed were:

  • Insist on a written proposal first.
  • If you receive a form letter or pre-made package, request more details on how exactly they would propose that you work together. Get this information in writing.
  • Insist on references. If they can’t or won’t give these to you, the process ends there.
  • Arrange a phone or in-person interview during which they do most of the talking. Ask about the history of the business, the person’s credentials, and examples of experiences they have had working with other language schools.
    • Close the meeting saying that you will consider their proposal and you will get back to them within a fixed amount of time (usually not more than one week, unless you’re about to leave on a trip). Never agree to anything on the spot.

Part of the process involved abiding by our policies and the next step was to gauge the reaction of our prospective partners at certain points along the way. It became like a behavioral interview.  If the other party wanted to bend our rules from the very beginning, insisted on doing things their way instead of ours or if they became frustrated, aggressive or unwilling to cooperate with us at any time, we knew we didn’t want to work with them.

In the end, there can be any number of reasons why you would choose not to pursue a business relationship, including (but not limited to):

  • The relationship may not be mutually beneficial.
  • What the prospective agent wants to provide for you is not something you need at the moment (i.e. not a “good fit” from a business point of view.)
  • The timing of the proposal is off. This can happen if you are undergoing changes in your organization. You can always ask the other party to check back with you again in six months.
  • Your gut tells you that working with the other party would be a bad decision.

Although we sent some policies and procedures in place for dealing with prospective new business partners, the bottom line was for us to feel comfortable with the new person. You want your business partners to respect how you run your organization, be willing to provide you with what you need and be as interested in your success as you are.

Remember the 80/20 rule. 80% of your business will come from 20% of your clients. You want to ensure you have the time and energy to cultivate strong relationships with your top 20%. Part of being able to do this is to avoid those who have big ideas and good intentions, with no way of ever realizing their goals or yours. Be polite, be considerate and be firm.

© Sarah Elaine Eaton

Related posts:

Tips for finding ESL educational agents

Tips for success at educational trade fairs

Finding an ESL agent – A open discussion (with link to webinar recording and slides)

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.