Be positive in all your marketing materials – avoid negative words

January 24, 2011

There’s a theory that says if you project negativity, you will get negativity in return. So if you fill your marketing materials with rules and regulations about what students must not do and what the program will not provide, chances are you will not attract very many students.

Review your marketing materials looking for negative words – “no”, “not”, “never”, “can’t”, “won’t”, “shouldn’t”, “don’t”, etc. Then, change the sentences to give them a positive spin. For example, “Classes are no larger than 15 students” can be changed to, “Your class will have a maximum of 15 students.”

Another classic example: “Don’t hesitate to contact us” can be changed to a positive statement, starting with a strong action verb: “Contact us today to reserve your place in our course!”

Precisely because our schools often have strict policies and procedures, we find ourselves mentioning what can’t be done and what is not allowed. We need to remember that marketing materials are not the same as application and registration forms, policies, procedures or waivers. It’s important that every document serve its purpose. Marketing materials are meant to generate interest and make students want to take part in your courses. Tell your students what you will provide, what they will experience and what they can expect. Focus on a having a positive, simple, upbeat tone, filled with action verbs.

Fill your marketing material with positive, energetic words and you are likely to generate positive feelings in your prospects. That could lead to an energetic, “Yes, sign me up!”

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This post is adapted from “Idea # 12: Be positive in all your marketing materials – avoid negative words” 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.


2010 Recap: Literacy and Language Professionals who Lead by Example

January 14, 2011

In 2010 I started a new series to showcase the amazing work of some Literacy and Language Professionals who Lead by Example. Last year, I featured the work of 6 amazing educators in Canada and the United States, whose work focused on:

Brent David Novodvorski, a Deaf teacher of ASL and ESL.

  • Literacy, ESL literacy and Deaf literacy
  • American Sign Language
  • ESL
  • German
  • Spanish
  • French
  • Mandarin

I encourage you to check out their profiles and see the difference these people make to our profession:

Cheryl Haga (USA: French, Mandarin and Spanish)

Meike Thomson, German bilingual educator

Brent Novodvorski (Canada: American Sign Language (ASL), English as a Second Language (ESL), Deaf Literacy)

Paul Rogers (USA: ESL)

Martha Urquhart (Canada: Literacy, ESL Literacy)

Meike Thomsen (Canada: German, German-English bilingual education)

Felix Wöhler (Canada: English as a Second Language)

I’m now looking for suggestions for the 2011 series.

Here are the criteria I use for the series:

  • Literacy or language professionals should have practical classroom experience.
  • Their daily practice sets them apart as people who lead by example.
  • Their work inspires you and will likely inspire others.

Send me an e-mail at saraheaton2001 (at) yahoo.ca to nominate someone today. (I prefer nominations of others to self-nominations.)

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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.


Spanish, French, German and ASL: Most Popular Languages Taught in US

December 8, 2010

Dan Berrett’s article, “Getting Their Babel On” (Inside Higher Ed, Dec. 8, 2010) shares the results of a study conducted by the Modern Language Association (MLA) in terms of university students in the US studying foreign languages. Here are the highlights:

  • The rate at which students took foreign language courses in 2009 remained constant, compared to three years prior.
  • The number of enrollments in language courses grew from 1.57 million in 2006 to 1.68 million in 2009, or 6.6 percent. However, the total number of enrollments in undergraduate courses as a whole also increased. In simple terms this means that language courses account for 8.6 of every 100 course enrollments in post-secondary institutions. That number has remained the same since 2006.
  • Of every 100 undergraduate degrees earned, 1.16 of them are in foreign languages.
  • 70 % of undergrad degrees in foreign languages are earned by women.
  • The most popular languages to study (aside from English, which is not considered a “foreign” language in the US) are Spanish, French, German, and American Sign Language, in that order.
  • American universities teach a total of 232 different languages.
  • Arabic boasted the highest increases in enrollments last year, with a 46% increase over the three previous years.
  • Graduate program enrollments in languages have dropped by 6.7 percent since 2006.

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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.


Language Learning: Restaurant visit counts as experiential learning

November 22, 2010

This semester one of my classes as a beginner-level Spanish class for adults. I’m not a native speaker of Spanish so to add an element of experiential learning to the course, we went to a local Mexican restaurant. I arrived first and spoke with the restaurant manager, requesting that our waiter speak only Spanish to the group.

As it turned out, our server was a recent immigrant from Peru. He really did speak very little English, so it was the perfect opportunity for the students to practice in a realistic environment. This is a photo taken by one of the students. At the end of the table, you see our gracious and funny server. That’s me in the purple sweater, with the glasses.

I’ve gone with classes to restaurants before. There is always a learning component, but it has nothing to do with structure or grammar. It’s about thinking on your feet and communicating ideas and information in real time, with a native speaker.

It’s about feeling the panic that sweeps over your entire being when you go blank as you realize that someone has just spoken to you and you don’t understand one word of what they’ve just said. And you’re expected to say something intelligent in response, but the words you thought you knew seem to have spontaneously combusted in your brain, leaving only fragments of gibberish. It’s about learning to become comfortable with the discomfort that is inevitable when learning a second language as an adult learner… and learning to smile, laugh and cope. It’s about learning you really can do it.

Of course, being a class of adult learners, they had the option of ordering grown-up beverages. Here’s our toast to a successful course and a wonderful learning experience. Gracias a todos. ¡Qué clase más enérgica y talentosa!

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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.


Language learning: Speakers vs. Writers

November 18, 2010

Last night when I was teaching, the class was small, due to a big snow storm we’d been having over the past 24 hours. As I write this the current temperature outside is -15 C (5F) with a “real feel temperature”, as they like to call it, of -25C (-13 F). We’ve had about a foot – or 30 cm of snow in the past 48 hours, too.

Those that came to class yesterday were definitely the most dedicated, the most interested and the most committed. They were clearly divided into two groups. The speakers and the writers.

When it comes to language learning, there are those who want to learn to speak and converse. They’re not really interested in learning to write.  They’re often more confident speakers and less afraid about making mistakes. They tend to be more extroverted and relaxed in social situations. Writing seems slow and boring and for them, has little connection with learning to speak a language. They think that the time they spend writing could be better spent learning to converse.

Then there are those who love the comfort provided by learning to write. They have more time to process new concepts and try them out on paper before opening their mouths. This group are often more afraid of making mistakes when they speak. More importantly, they’re afraid of being judged for the mistakes they make. Sometimes more introverted and afraid of public humiliation, they see writing as a wise investment of their time, helping them to lay the foundation for better speaking.

Last night, I pointed out which activities would likely appeal to the listeners (listening to the CD conversations and a popular song, I’d brought), which ones would appeal to the writers, and which ones combined speaking, listening, reading and writing. I would say, “Those of you who are writers are likely going to find this next activity challenging, because it’s all based on listening.” I played a song they’d never heard before and asked them to write down any words they heard.

After I gave them each a white board marker and asked them to write on the board all the words and phrases they’d heard. The listeners went up and filled the whiteboard from top to bottom and side to side with words and phrases. They weren’t all correct, but they were pretty close.

Not one of the students who favored writing had anything to contribute to the white board. Not one word.

I told them we were going to listen to the song again and before I could go on one of the writers grumbled, “Not again! I hate that!” I smiled and said that their objective this time was to try and pick out the words and phrases on the whiteboard. We listened. Once the words were written down on the board, the writers were able to more easily identify them.

They suddenly seemed to become cognizant of themselves as learners, as they observed their own – and each other’s – http://wp.me/pNAh3-nM and capacities. Do you have writers or speakers in your classes? What do you do to challenge both types of keep and keep keep engaged? Do you consider it part ofhttp://wp.me/pNAh3-nMyour work to teach the value of writing, as well as the value of overcoming speaking fears?

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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.