In one of my ESL classes, we talked about classrooms around the world. What was yours like? Were there many students in a class? 20? 30? Did your teacher teach from the blackboard? Did students sit at individual desks or long tables? What was the classroom atmosphere like?
Please share your country and the timeframe with me.
Sunday, July 26, 2009
Thursday, July 23, 2009
Tuesday, July 21, 2009
Pitchmen and Are You Smarter Than a Fifth Grader
The late Billy Mays and the current Steve Jobs were/are two great pitchmen. Yes, Steve Jobs is a pitchman, one of the best, ever. Jimmey Mays, OxyClean. Steve Jobs, "a thousand songs in your pocket." You can learn a lot from both if you are a teacher, need to make presentations, or just want to be a better communicator.
Bill Mays used great catch phrases - for Mighty Putty - fix, fill, seal and repair. What parts of speech are these words? Verbs. Verbs are action words and these words place actions or needs in the minds of its listeners. In addition to the basic verb exercises, for example, simple present tense - I eat breakfast, she eats breakfast, etc., have your student use verbs in creative ways. Play the Mighty Putty commercial for your students, analyze it, and then see how creative your students are.
Mighty Mendit - Before you throw it away let Mighty Mendit save the day! That is a nice sentence! Ask your students if that type of advertising is popular in their countries. If not, discuss the differences. Marketing is different in different cultures. Latin America, Korea, China, etc. like marketing that focuses on community not the individual. How would the product help family or neighbors as opposed to just you? How could a Billy Mays commercial be adapted to focus on the community aspects of a product. This could be a great assignment for advanced ESL classes.
Billy May's style is a great tool to use when teaching students the difference of language as used for writing/reading and speech. What is the difference between writing a play and a novel, from a language point of view? When you write a play, you use words that will be heard. When you write a novel, your words are read. It is like music. Words that are meant to be listened to or heard, rely on rhythm, intonation, alliteration, etc. Fix, fill, seal and repair are rhythm, drumbeats. Boom, boom, boom ... boom! Before you throw it away let Mighty Mendit save the day. That is melody, a riff, a hook! Words that are read describe and create worlds in the minds of readers.
For once class each semester, I go to the local "dollar store" and buy some items. I pass them out in class and have the students write commercials for the product. It is fun ... and the students get to keep the products.
Steve Jobs is the master of presentation. He may sound spontaneous but a lot of work and practice, practice, practice is the heart of each of his presentations.
What can you learn from Steve? Craft your classes, your presentations, your performance. Know what you are going to do, how you are going to do it, and what you are going to do if what you planned to do doesn't work. Know all these things before you enter the classroom or conference room. What do you do if your computer crashes in the middle of your presentation? What will you say? How will you react?
What if your first slide gets your students talking which is good, but the conversation flows in a direction that is different from what you planned? What if your class just doesn't get it?
Steve Jobs has all these "what ifs and more" all worked out. He is so good at it that the audience has no idea if he has shifted the flow of his presentation. So ... before you throw it away let you preparation save the day.
Are you smarter than a fifth grader? Jeff Foxworthy is an excellent entertainer. The show's contestants are interesting; certainly the producers don't pick boring people to appear on the show, but Jeff's presentation keeps the show flowing.
I use, OK steal, some of Jeff's techniques. Teaching at language schools is a business. Students pay for classes and if they find the teacher boring they will not sign up for another semester. As teachers, we sell language instruction. If students don't like your classes, the school will find another teacher. Simply, studetns are the money that keeps the school in business.
What techniques do I copy? If a student is not sure of an answer, I tell them they can ask another student for help. It gets a laugh and relaxes the student. Ironically, they usually ask their friend for help, not the smartest student in class who has the correct answer. When I catch a student copying from another student I ask the student if the person they are copying from is the smartest student. Usually they say no and I offer them the chance to sit next to the smartest student in class. They refuse, are a bit embarrassed in a fun way, and stop copying.
When a student gives me the right answer I'll have fun and start shaking my head say something like "I feel bad you chose that answer because ..." I pause, watch the expression on the student's face and then continue, "you are correct!" Students laugh and they have fun while learning. Sometimes when a student gives me a correct answer, I'll tell them, "I'll give you one dollar right now to change you answer." If they say no, I offer them two dollars. Nobody takes me up on my offer. They laugh and they tell their crazy teacher that they know their answer is right so they won't take one or two dollars to give me the wrong answer.
Learn from the great communicators. Some people do not like Billy Mays. That is fine. He does know how to communicate and sell (and yes, we all sell.) Millions of dollars prove that people listen to what he says.
Do you really need an iPhone? Has an iPhone changed your life so much that you don't know how you lived without one? No! You want an iPhone because they are cool! You don't need it but you want it! Me too! I don't have one or need one, but since my birthday is tomorrow, July 22nd, if somebody wants to buy me one, I will happily accept it. And, "one thousand songs in your pocket" - that is a great pitch.
Are you smarter than a fifth grader? Some may not like the show and some may find the concept offensive. All television shows sell advertising. That is the reason for their existence. If the show doesn't make money, it is taken off the air. That show makes money!
Being a bit of a pitchman or pitchlady is a good trait to have. You need to capture and retain your audience's interest. Take what works and make it part of your routine.
Bill Mays used great catch phrases - for Mighty Putty - fix, fill, seal and repair. What parts of speech are these words? Verbs. Verbs are action words and these words place actions or needs in the minds of its listeners. In addition to the basic verb exercises, for example, simple present tense - I eat breakfast, she eats breakfast, etc., have your student use verbs in creative ways. Play the Mighty Putty commercial for your students, analyze it, and then see how creative your students are.
Mighty Mendit - Before you throw it away let Mighty Mendit save the day! That is a nice sentence! Ask your students if that type of advertising is popular in their countries. If not, discuss the differences. Marketing is different in different cultures. Latin America, Korea, China, etc. like marketing that focuses on community not the individual. How would the product help family or neighbors as opposed to just you? How could a Billy Mays commercial be adapted to focus on the community aspects of a product. This could be a great assignment for advanced ESL classes.
Billy May's style is a great tool to use when teaching students the difference of language as used for writing/reading and speech. What is the difference between writing a play and a novel, from a language point of view? When you write a play, you use words that will be heard. When you write a novel, your words are read. It is like music. Words that are meant to be listened to or heard, rely on rhythm, intonation, alliteration, etc. Fix, fill, seal and repair are rhythm, drumbeats. Boom, boom, boom ... boom! Before you throw it away let Mighty Mendit save the day. That is melody, a riff, a hook! Words that are read describe and create worlds in the minds of readers.
For once class each semester, I go to the local "dollar store" and buy some items. I pass them out in class and have the students write commercials for the product. It is fun ... and the students get to keep the products.
Steve Jobs is the master of presentation. He may sound spontaneous but a lot of work and practice, practice, practice is the heart of each of his presentations.
What can you learn from Steve? Craft your classes, your presentations, your performance. Know what you are going to do, how you are going to do it, and what you are going to do if what you planned to do doesn't work. Know all these things before you enter the classroom or conference room. What do you do if your computer crashes in the middle of your presentation? What will you say? How will you react?
What if your first slide gets your students talking which is good, but the conversation flows in a direction that is different from what you planned? What if your class just doesn't get it?
Steve Jobs has all these "what ifs and more" all worked out. He is so good at it that the audience has no idea if he has shifted the flow of his presentation. So ... before you throw it away let you preparation save the day.
Are you smarter than a fifth grader? Jeff Foxworthy is an excellent entertainer. The show's contestants are interesting; certainly the producers don't pick boring people to appear on the show, but Jeff's presentation keeps the show flowing.
I use, OK steal, some of Jeff's techniques. Teaching at language schools is a business. Students pay for classes and if they find the teacher boring they will not sign up for another semester. As teachers, we sell language instruction. If students don't like your classes, the school will find another teacher. Simply, studetns are the money that keeps the school in business.
What techniques do I copy? If a student is not sure of an answer, I tell them they can ask another student for help. It gets a laugh and relaxes the student. Ironically, they usually ask their friend for help, not the smartest student in class who has the correct answer. When I catch a student copying from another student I ask the student if the person they are copying from is the smartest student. Usually they say no and I offer them the chance to sit next to the smartest student in class. They refuse, are a bit embarrassed in a fun way, and stop copying.
When a student gives me the right answer I'll have fun and start shaking my head say something like "I feel bad you chose that answer because ..." I pause, watch the expression on the student's face and then continue, "you are correct!" Students laugh and they have fun while learning. Sometimes when a student gives me a correct answer, I'll tell them, "I'll give you one dollar right now to change you answer." If they say no, I offer them two dollars. Nobody takes me up on my offer. They laugh and they tell their crazy teacher that they know their answer is right so they won't take one or two dollars to give me the wrong answer.
Learn from the great communicators. Some people do not like Billy Mays. That is fine. He does know how to communicate and sell (and yes, we all sell.) Millions of dollars prove that people listen to what he says.
Do you really need an iPhone? Has an iPhone changed your life so much that you don't know how you lived without one? No! You want an iPhone because they are cool! You don't need it but you want it! Me too! I don't have one or need one, but since my birthday is tomorrow, July 22nd, if somebody wants to buy me one, I will happily accept it. And, "one thousand songs in your pocket" - that is a great pitch.
Are you smarter than a fifth grader? Some may not like the show and some may find the concept offensive. All television shows sell advertising. That is the reason for their existence. If the show doesn't make money, it is taken off the air. That show makes money!
Being a bit of a pitchman or pitchlady is a good trait to have. You need to capture and retain your audience's interest. Take what works and make it part of your routine.
Friday, July 17, 2009
Teaching and Cultural Etiquette
One of the interesting aspects and challenges of teaching ESL is learning the cultural etiquette and customs of your students' countries. These differences are useful to know and are very interesting. They are helpful to me. One common misunderstanding that I had was that some of my students would not look at me directly when I taught. I thought they were bored. I learned though, that in their culture, looking directly at the teacher or an older person was a sign of disrespect.
This will be an ongoing series that I will write from time to time. I've created a page for this information. Click here to read.
This will be an ongoing series that I will write from time to time. I've created a page for this information. Click here to read.
Thursday, July 16, 2009
Lingq
I love when readers comment and when they refer me to new language learning sites. Today, a reader referred me to an interesting site called Lingq (www.lingq.com). This site offers both free and paid lessons.
Lingq offers a variety of languages. I chose Italian; I have many Italian friends from as they refer to it, the old country. Also, for each language CD or site I review, I'll choose a new language.
At Lingq, you can create your own course or purchase a course offered by a tutor. I chose to create my own course from the free lessons. A wealth and variety of free courses are available. You choose from the many categories offered. Some of these categories are: Beginner 1, Business and Economics, Food, Literature, and New and Politics. There are many more categories. There are also blogs and podcasts to choose from.
I chose the Beginner 1 category which provides me with ten lessons about eating out (good start :) ). This course also includes eight Greeting and Goodbyes lessons and a 26-chapter story titled "Who Is She?".
Each lesson consists of five steps: Listen and Read, Creating Lingqs - highlighting words that you don't no to create lingqs (links) to create flashcards, Download and Listen, Submit Writing, and Speak (to a tutor via Skype). There is also an online forum.
Lingq looks very promising. I like the philosophy (the five steps). Many sites offer just listening and speaking, but don't offer solid reading, and often ignore writing.
I will share my Italian learning experience on Lingq with you.
Lingq offers a variety of languages. I chose Italian; I have many Italian friends from as they refer to it, the old country. Also, for each language CD or site I review, I'll choose a new language.
At Lingq, you can create your own course or purchase a course offered by a tutor. I chose to create my own course from the free lessons. A wealth and variety of free courses are available. You choose from the many categories offered. Some of these categories are: Beginner 1, Business and Economics, Food, Literature, and New and Politics. There are many more categories. There are also blogs and podcasts to choose from.
I chose the Beginner 1 category which provides me with ten lessons about eating out (good start :) ). This course also includes eight Greeting and Goodbyes lessons and a 26-chapter story titled "Who Is She?".
Each lesson consists of five steps: Listen and Read, Creating Lingqs - highlighting words that you don't no to create lingqs (links) to create flashcards, Download and Listen, Submit Writing, and Speak (to a tutor via Skype). There is also an online forum.
Lingq looks very promising. I like the philosophy (the five steps). Many sites offer just listening and speaking, but don't offer solid reading, and often ignore writing.
I will share my Italian learning experience on Lingq with you.
Learning Japanese - Day 1
The Instant Immersion program uses a game and quiz approach. When you begin, a message tells you that your goal is earn 1,800 point.
The initial screen offers you a variety of choices. They are: first words, food, colors, phrases, body, numbers, time, shopping, and countries. I chose first words. This choice presented me with five options: word practice, speaking practice, easy game, hard game, and print picture dictionary. I wasn't sure where to begin so I clicked on the help button.
I began with the Easy Game. A lady says four words in Japanese. A picture is shown with each word. Next, a man says one of the previously said words in Japanese. You need to select its meaning from a list of the meanings of the four words. I did well; I got all correct for 50 points. After 5 mins., I didn't remember any of the words but that was fine. At this point, it is more important that I become more familiar with listening and adapting to the rhythms of the Japanese language. It is also a good reminder for me when I teach ESL; speak slowly, a new language sounds very strange. I do believe that the program would be more effective if the man and woman were Japanese instead of American (or European).
Next, I began the word practice exercises. They are nice. Both the male and female speakers alternate saying the words. Some Japanese words that I have learned are:
The initial screen offers you a variety of choices. They are: first words, food, colors, phrases, body, numbers, time, shopping, and countries. I chose first words. This choice presented me with five options: word practice, speaking practice, easy game, hard game, and print picture dictionary. I wasn't sure where to begin so I clicked on the help button.
- Word Practice - Listen to new words and record your pronunciation.
- Speaking Practice - Practice the new words you have learned.
- Easy & Hard Games - Games to learn Japanese. It is suggested that you may want to begin your language learning by playing the easy game.
- Print Picture Dictionary - Build your own dictionary with 270 color pictures - make flash cards.
I began with the Easy Game. A lady says four words in Japanese. A picture is shown with each word. Next, a man says one of the previously said words in Japanese. You need to select its meaning from a list of the meanings of the four words. I did well; I got all correct for 50 points. After 5 mins., I didn't remember any of the words but that was fine. At this point, it is more important that I become more familiar with listening and adapting to the rhythms of the Japanese language. It is also a good reminder for me when I teach ESL; speak slowly, a new language sounds very strange. I do believe that the program would be more effective if the man and woman were Japanese instead of American (or European).
Next, I began the word practice exercises. They are nice. Both the male and female speakers alternate saying the words. Some Japanese words that I have learned are:
- hai - yes
- denwa - telephone
- ohato - good morning
Wednesday, July 15, 2009
Learning Japanese
How well do language CDs, books, and other methods work for those that want or need to learn a foreign language? I am going to explore a variety of methods and share my results with you.
I am beginning this exploration by learning some Japanese. Why Japanese? I was in a discount store last Sunday and they had a variety of language learning CDs on sale. I know nothing of Japanese and the language is vastly different than the smattering and bits and pieces of languages that I know (Spanish, French, etc.). I purchased the Instant Immersion Japanese Levels 1, 2, & 3 for $29.95. I like Japanese culture and philosophy, so this should be fun.
If anyone is using the Instant Immersion series or other language CDs/DVDs, please share your thoughts. Also, anyone know of a good, inexpensive Japanese grammar book?
I am beginning this exploration by learning some Japanese. Why Japanese? I was in a discount store last Sunday and they had a variety of language learning CDs on sale. I know nothing of Japanese and the language is vastly different than the smattering and bits and pieces of languages that I know (Spanish, French, etc.). I purchased the Instant Immersion Japanese Levels 1, 2, & 3 for $29.95. I like Japanese culture and philosophy, so this should be fun.
If anyone is using the Instant Immersion series or other language CDs/DVDs, please share your thoughts. Also, anyone know of a good, inexpensive Japanese grammar book?
Tuesday, July 14, 2009
Lumina Prep
I have the pleasure to help Lumina Prep bring their product to market. Lumina Prep (www.luminaprep.com) offers a comprehensive SAT course consisting of up to 60 hours of tutoring, lessons, practice tests, and drills fully customized to your student’s individual educational goals.
They have created a sophisticated diagnostic and e-learning tool to first identify a student's knowledge gaps and then design a customized lesson plan targeted to the student's particular needs. All Lumina Prep tutors have at least four years of SAT tutoring experience, and our materials have been licensed by Ivy Bound, a well-established and elite tutoring company. Additionally, Lumina Prep has an online tutoring interface for students in remote geographical areas.
You can see their web-site here (www.luminaprep.com) and a brochure of their pedagogical approach here (http://luminaprep.com/pdfs/lp_brochure_final.pdf).
Please contact me Alan, at acohen843@zoho.com for more information.
They have created a sophisticated diagnostic and e-learning tool to first identify a student's knowledge gaps and then design a customized lesson plan targeted to the student's particular needs. All Lumina Prep tutors have at least four years of SAT tutoring experience, and our materials have been licensed by Ivy Bound, a well-established and elite tutoring company. Additionally, Lumina Prep has an online tutoring interface for students in remote geographical areas.
You can see their web-site here (www.luminaprep.com) and a brochure of their pedagogical approach here (http://luminaprep.com/pdfs/lp_brochure_final.pdf).
Please contact me Alan, at acohen843@zoho.com for more information.
Monday, July 13, 2009
Soccer, ESL, and Random Thoughts
Soccer is the lingua franca of ESL. Need a topic for conversation, a warm-up, or an ice breaker? Talk soccer. Students come up with interesting observations. For example, soccer is the world's sport, but Americans call the baseball championship the World Series when only one team, the Toronto Blue Jays are not from the United States.
Why do people from the United States call themselves American but do not refer to people from El Salvador, Guatemala, Mexico, Canada, Bolivia, Colombia, Argentina, and the other countries of Central and South America as American? We, the people of the United States are North American as are Canadians and Mexicans, and they are Central American and South American.
Teach American culture and the first question you need to ask is "What is American?" Once you get past the North, Central, and South American conversation, pick many things thought to be American (of the United States) and some research teaches you differently.
Donuts? From Holland. Bagels? Not American, French, or of Jewish culture. They originated in Poland. Jazz? Africa. Hamburgers? Yes. It may have been a flattened meatball sandwich, but I'm keeping this one for the U.S. although meatballs probably originated somewhere else. Hot dogs? German.
Baseball? It's a variation of the British game of rounders. The Abner Doubleday story is just marketing legend. Football? Rugby from England is the father of football. Hockey? Not even close. Basketball? Yes. From my home state of MA., Springfield, MA. to be exact.
Soccer, food, American? ESL teaches you many interesting things.
Why do people from the United States call themselves American but do not refer to people from El Salvador, Guatemala, Mexico, Canada, Bolivia, Colombia, Argentina, and the other countries of Central and South America as American? We, the people of the United States are North American as are Canadians and Mexicans, and they are Central American and South American.
Teach American culture and the first question you need to ask is "What is American?" Once you get past the North, Central, and South American conversation, pick many things thought to be American (of the United States) and some research teaches you differently.
Donuts? From Holland. Bagels? Not American, French, or of Jewish culture. They originated in Poland. Jazz? Africa. Hamburgers? Yes. It may have been a flattened meatball sandwich, but I'm keeping this one for the U.S. although meatballs probably originated somewhere else. Hot dogs? German.
Baseball? It's a variation of the British game of rounders. The Abner Doubleday story is just marketing legend. Football? Rugby from England is the father of football. Hockey? Not even close. Basketball? Yes. From my home state of MA., Springfield, MA. to be exact.
Soccer, food, American? ESL teaches you many interesting things.
Friday, July 10, 2009
Create Your Own ESL School?
What services would you incorporate if you could create your own ESL school? Just conversation? Grammar and Writing? Reading?
How long would the classes be? 1 hour? 2 hours? Would classes use the semester format? Would your school offer all levels? TOEFL?
What are the class sizes? Would you offer online classes? Be a virtual school only?
Any other ideas?
How long would the classes be? 1 hour? 2 hours? Would classes use the semester format? Would your school offer all levels? TOEFL?
What are the class sizes? Would you offer online classes? Be a virtual school only?
Any other ideas?
Preparing For The SAT Exam
How are you preparing your students for the SAT exam? What type of services does your school offer for SAT preparation? Students - What are you doing to prepare for the SAT exam?
I am interested in hearing all thoughts and comments about the SAT, preparation strategies, and so on.
I am interested in hearing all thoughts and comments about the SAT, preparation strategies, and so on.
Thursday, July 9, 2009
Teaching Students How to Be Successful
As an ESL teacher, the question my students ask me most often is, "How can I learn English quickly?" I tell them that you can't learn English quickly just as I can't learn their language quickly. However, I do give them some tips to make their language learning more effective and successful.
I like to read books about successful people and what habits successful people have. Here is what I tell my students.
1. Take notes. Don't worry about spelling, grammar, etc but take notes. You can correct the spelling and grammar later.
2. Set goals. Write those goals down on paper and check off the goals as you accomplish them. For example, the goal might be to read one English publication every day for a week. The subgoals might look like the following:
4. Be persistent! Begin a conversation with the person sitting next to you (in English) on the bus. Shop in stores where you have to speak English. Become involved in the English-speaking activities in your community.
5. Don't focus on the negative! Everyone makes mistakes. I got a low test score. I made an embarrassing speaking error. I didn't do well on that homework assignment. So what! Acknowledge your mistakes, review and learn from them, and then move on! When a goalee misses a shot and the other team scores, he or she doesn't walk off the field and quit! When a baseball player gets caught stealing a base, he or she doesn't quit baseball! When a successful salesperson gets rejection, he or she doesn't find a new profession! Remember - successful people do the things that unsuccessful people don't do!
6. Walk the Walk. Picture yourself as the person you want to be. If you want to be a person who speaks English, picture yourself as an English-speaking person. What does an English-speaking person look like (in terms of their behavior)? What do they do when they need directions? They ask in English. What do they do when they want to find out the daily news? They read an English newspaper. You get the idea.
You can't learn a language or any subject overnight. However, incorporate these habits and you will learn whatever you want to learn more quickly.
I like to read books about successful people and what habits successful people have. Here is what I tell my students.
1. Take notes. Don't worry about spelling, grammar, etc but take notes. You can correct the spelling and grammar later.
2. Set goals. Write those goals down on paper and check off the goals as you accomplish them. For example, the goal might be to read one English publication every day for a week. The subgoals might look like the following:
- Sunday - Read Sunday newspaper.
- Monday - Read as many store signs and advertisements as possible on my way to and from work.
- Tuesday - Read a sports magazine.
- Wednesday - Read the daily newspaper.
- Thursday - Begin reading a book.
- Friday - Read a news magazine.
- Saturday - Read an entertainment magazine.
4. Be persistent! Begin a conversation with the person sitting next to you (in English) on the bus. Shop in stores where you have to speak English. Become involved in the English-speaking activities in your community.
5. Don't focus on the negative! Everyone makes mistakes. I got a low test score. I made an embarrassing speaking error. I didn't do well on that homework assignment. So what! Acknowledge your mistakes, review and learn from them, and then move on! When a goalee misses a shot and the other team scores, he or she doesn't walk off the field and quit! When a baseball player gets caught stealing a base, he or she doesn't quit baseball! When a successful salesperson gets rejection, he or she doesn't find a new profession! Remember - successful people do the things that unsuccessful people don't do!
6. Walk the Walk. Picture yourself as the person you want to be. If you want to be a person who speaks English, picture yourself as an English-speaking person. What does an English-speaking person look like (in terms of their behavior)? What do they do when they need directions? They ask in English. What do they do when they want to find out the daily news? They read an English newspaper. You get the idea.
You can't learn a language or any subject overnight. However, incorporate these habits and you will learn whatever you want to learn more quickly.
How To Be A Successful Teacher
I read an interesting interview with John Paul DeJoria of Paul Mitchell Systems (Entrepreneur Magazine, July 2009). He's a billionaire now but he's been homeless twice. He started as a door-to-door encyclopedia salesman. In the article, he says,
As a door-to-door encyclopedia salesman, he said that 39 people would slam the door in his face before the 40th person would talk with him. Would you continue after 10 "nos?" 20? 25? 50? 100? If you want to be successful you have to ignore the "nos" and see them as scenery on the road to the "yeses" and success.
What are the things that successful teachers do that unsuccessful teachers don't? Does it bother you when a class does not go well? How do you react when you take over a class and the students complain because the previous teacher did things differently? Are problems challenges? Do you invest more time than you get paid for?
Obviously, there are many things that differentiate successful teachers from unsuccessful ones as well as successful people from unsuccessful ones. The main difference? Attitude. Successful teachers/people see themselves as successful and always strive to be successful. They know that it is what they think that is important, not what others think.
The difference between successful and unsuccessful people is that successful people do the things that unsuccessful people don't do.
As a door-to-door encyclopedia salesman, he said that 39 people would slam the door in his face before the 40th person would talk with him. Would you continue after 10 "nos?" 20? 25? 50? 100? If you want to be successful you have to ignore the "nos" and see them as scenery on the road to the "yeses" and success.
What are the things that successful teachers do that unsuccessful teachers don't? Does it bother you when a class does not go well? How do you react when you take over a class and the students complain because the previous teacher did things differently? Are problems challenges? Do you invest more time than you get paid for?
Obviously, there are many things that differentiate successful teachers from unsuccessful ones as well as successful people from unsuccessful ones. The main difference? Attitude. Successful teachers/people see themselves as successful and always strive to be successful. They know that it is what they think that is important, not what others think.
Wednesday, July 8, 2009
Expanding Your Teaching Skills
Teaching English as a Second Language is not the easiest job in the world. Most teachers work at more than one school and have private students. Expanding your teaching skills allows you to get more teaching jobs and make more money.
Many ESL students that live in the United States may also want to get a GED. The GED contains an English section. That material is easy to incorporate into your curriculum. The Social Studies component should also be easy to implement. If you like Math (Basic and Pre-Algebra, Algebra, Geometry) that is an extra source of income as well as the Science component. If not, teach the English component and see if you can create a referral program with teachers that are good in math and science but not English.
SAT preparation is another excellent source of income. Like the GED, you can specialize in the English component or teach all sections.
In a previous post, I wrote about how small, local language schools that can't issue I-20s have limited revenue because their customers are on fixed incomes. Certainly, GED training is an extra source of revenue. SAT preparation can also be an additional source of income. This allows schools to expand their reach in their communities. While the immigrant communities are on fixed incomes, the American-born members may be more flexible with their incomes. The schools can charge more than they would for ESL lessons but less than the Kaplans and Princeton Reviews. It is a win-win opportunity for schools and students.
Many ESL students that live in the United States may also want to get a GED. The GED contains an English section. That material is easy to incorporate into your curriculum. The Social Studies component should also be easy to implement. If you like Math (Basic and Pre-Algebra, Algebra, Geometry) that is an extra source of income as well as the Science component. If not, teach the English component and see if you can create a referral program with teachers that are good in math and science but not English.
SAT preparation is another excellent source of income. Like the GED, you can specialize in the English component or teach all sections.
In a previous post, I wrote about how small, local language schools that can't issue I-20s have limited revenue because their customers are on fixed incomes. Certainly, GED training is an extra source of revenue. SAT preparation can also be an additional source of income. This allows schools to expand their reach in their communities. While the immigrant communities are on fixed incomes, the American-born members may be more flexible with their incomes. The schools can charge more than they would for ESL lessons but less than the Kaplans and Princeton Reviews. It is a win-win opportunity for schools and students.
Tuesday, July 7, 2009
Facebook Page
Classrooms Without Walls has a Facebook Page. I will use this page to provide ESL learning and teaching tips plus practice exercises.
Join the learning experience. Become a fan.
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Teaching is Theater
Teaching is theater. Make the class interactive, add a bit of flair, and students will enjoy your classes even more than before.
Why is this important? It is important for 2 reasons.
Teaching at language schools is a business. Your job depends on your student retention rate. Sure it is important that your students learn! But if they don't sign up for the next semester, there is a problem. Less students equal less money which results in the need for less teachers. Which teacher does management let go? The one that all the students are clamoring for? The one who has a high retention rate? No! No! The teacher with the low retention rate is asked to leave.
When you teach at a language school you are part salesperson. You are selling English. Your personality, teaching style, and how you interact with your students are all part of your sales technique.
The second reason? When students are having fun, they learn more. When students enjoy coming to your classes, they learn more.
Teaching is theater.
Why is this important? It is important for 2 reasons.
Teaching at language schools is a business. Your job depends on your student retention rate. Sure it is important that your students learn! But if they don't sign up for the next semester, there is a problem. Less students equal less money which results in the need for less teachers. Which teacher does management let go? The one that all the students are clamoring for? The one who has a high retention rate? No! No! The teacher with the low retention rate is asked to leave.
When you teach at a language school you are part salesperson. You are selling English. Your personality, teaching style, and how you interact with your students are all part of your sales technique.
The second reason? When students are having fun, they learn more. When students enjoy coming to your classes, they learn more.
Teaching is theater.
Monday, July 6, 2009
ESL Schools – Making the Numbers Work
I teach and have taught at a variety of local schools. These schools cannot grant I-20s so just about all the students are from the neighboring communities. The students are from Central and South America and work in the lower paying jobs. Most do not make more than $10 per hour.
Since the students are on a fixed income, lessons need to be less expensive and therefore teachers make less than if they taught at schools that can issue I-20s.
From a business point of view, are these schools forever limited within a revenue segment? Are there other services that the school can provide to generate higher revenue points? Are there services or programs that will entice non-immigrants at a higher price point or is this a business like the neighborhood grocery store where revenues will always be limited?
Thoughts and ideas are welcome.
Since the students are on a fixed income, lessons need to be less expensive and therefore teachers make less than if they taught at schools that can issue I-20s.
From a business point of view, are these schools forever limited within a revenue segment? Are there other services that the school can provide to generate higher revenue points? Are there services or programs that will entice non-immigrants at a higher price point or is this a business like the neighborhood grocery store where revenues will always be limited?
Thoughts and ideas are welcome.
How Do You Learn a New Language?
Language learning is a hot online business. My favorite site is eduFire. There are a variety of others - Myngle, italki, and Mango. I found some new sites this past weekend - Lang-8, SharedTalk, and Busuu.
Walk into any bookstore and you will find a variety of audio CDs with language lessons. There are also many workbooks.
What are your favorite ways to learn a new language? Internet, CDs, books? Other methods?
Walk into any bookstore and you will find a variety of audio CDs with language lessons. There are also many workbooks.
What are your favorite ways to learn a new language? Internet, CDs, books? Other methods?
Saturday, July 4, 2009
Persistence Pays Off!
I read in many sales books that most sales people don’t ask for the sale. That shocked me. How could you be a sales person and not ask for the sale!
I have a friend who works in a pharmacy chain store – Walgreens. He is the best example of how to ask for a sale. He works as a cashier. Walgreens has items, like M&Ms that are on sale. For each package of M&Ms or whatever is on sale, he get’s a nickel or dime commission.
One day I stopped by to talk with him. It got busy so I observed him working. He asked about 35 people in a row if they wanted to buy yogurt covered raisins. All 35 said no. I asked him if that bothered him. He said no. Sometimes 70, 80, or 100 people said no but then some said yes.
His persistence pays off. Not only is he the top sales person in that store, but he sells more than all the other Walgreens in his district. Imagine that, 70, 80, or 100 nos in a row and he alone still sells more than the entire sales staffs in all the other stores in his district.
Don’t give up. Persistence pays off!
I have a friend who works in a pharmacy chain store – Walgreens. He is the best example of how to ask for a sale. He works as a cashier. Walgreens has items, like M&Ms that are on sale. For each package of M&Ms or whatever is on sale, he get’s a nickel or dime commission.
One day I stopped by to talk with him. It got busy so I observed him working. He asked about 35 people in a row if they wanted to buy yogurt covered raisins. All 35 said no. I asked him if that bothered him. He said no. Sometimes 70, 80, or 100 people said no but then some said yes.
His persistence pays off. Not only is he the top sales person in that store, but he sells more than all the other Walgreens in his district. Imagine that, 70, 80, or 100 nos in a row and he alone still sells more than the entire sales staffs in all the other stores in his district.
Don’t give up. Persistence pays off!
Friday, July 3, 2009
Everything You Do Says Something About Your Company
Everything you do says something about your company. How companies communicate with the public, whether it be an email, Facebook page, twitter, whatever, is a commercial, resume, billboard advertisement. Whatever you publish, you want to ensure that it shines a good light on you and your company, that you gain credibility.
I am currently unemployed. Recently, I have received emails offering me opportunities to interview for sales positions at insurance companies. I appreciate these offers. Unfortunately, while I am very interested in sales positions, I am not interested in selling insurance.
Insurance is important. Don't have health insurance? Hopefully, you are in excellent health and have a lot of money in the bank. Don't have auto insurance? Hopefully, nobody will hit you and everyone will drive safely. I can only sell products that I am passionate about. I would not do justice to those insurance sales people that bring their passion to the job.
That is the point - those insurance sales people that bring their passion to the job. The emails I receive are well-intentioned; these companies need sales people. However, sometimes these emails may send the wrong message. My friends receive them and they have no sales experience or interest in sales. Does this send the right message to the customer (my friends, others, and I) and those that work hard at selling insurance? What does it say about the job? Company?
Everything you write, say, and do, says something about you and your business. Ensure that it says positive things. When you market your company and yourself, always think like the recipients, your customers. How will they interpret your message?
I am currently unemployed. Recently, I have received emails offering me opportunities to interview for sales positions at insurance companies. I appreciate these offers. Unfortunately, while I am very interested in sales positions, I am not interested in selling insurance.
Insurance is important. Don't have health insurance? Hopefully, you are in excellent health and have a lot of money in the bank. Don't have auto insurance? Hopefully, nobody will hit you and everyone will drive safely. I can only sell products that I am passionate about. I would not do justice to those insurance sales people that bring their passion to the job.
That is the point - those insurance sales people that bring their passion to the job. The emails I receive are well-intentioned; these companies need sales people. However, sometimes these emails may send the wrong message. My friends receive them and they have no sales experience or interest in sales. Does this send the right message to the customer (my friends, others, and I) and those that work hard at selling insurance? What does it say about the job? Company?
Everything you write, say, and do, says something about you and your business. Ensure that it says positive things. When you market your company and yourself, always think like the recipients, your customers. How will they interpret your message?
Law #10 – The Law of Extensions – The easiest way to a destroy a brand is to put its name on everything.
“I have a riddle for you.” said the teacher. “If everything is sacred therefore nothing is sacred. What do I mean?”
“It is a paradox.” answered the student. “Can you give me another clue?”
“Think.” replied the teacher. “Use logic.”
The student thought for a few minutes. “If everything is sacred, everything is the same. There is no difference.”
“Very good.” said the teacher.
“What does this have to do with branding?” asked the student.
“It is law 10 from the book, The 22 Immutable Laws of Branding. This is the law of extensions. This law states, The easiest way to a destroy a brand is to put its name on everything. How does this law relate to my riddle, if everything is sacred therefore nothing is sacred?”
The student thought again for a few minutes. “If everything is on sale where is the bargain?”
“Very good. You are on the right track. Apply that way of thinking to brands.”
“If everything is fat-free there is no comparison, there is no fat food.” said the student.
“Very good. The same concept happens to brands. When a brand extends its line, puts its name on all items, it actually weakens itself.”
“Can you give me an example?”
“Yes. Let me summarize some information on pages 79 – 87 from the The 22 Immutable Laws of Branding. There are many brands and lines of beer. There is Bud, Bud Light, Bud Dry, Bud Ice, Miller Regular, Miller High Life, Miller Lite, Miller Genuine Draft, Miller Reserve, Miller Reserve Light, Miller Reserve Amber Ale, Coors, Coors Light, and Coors Extra Gold. There are many, many more beers. Do all these types of beer sell more beer?”
“Before this lesson, I would have said 'yes.'” replied the student with a smile. “But why don't these flavors sell more beer?”
“If Miller is your beer of choice chances are you drink just Miller. If you normally drink Miller Reserve and you try and like Miller Reserve Amber Ale, you just switched the flavor. Miller didn't get a new customer.”
“But they may attract Bud and Coors customers.”
“Yes, and Bud will attract Coors and Miller customers and Coors will attract Miller and Bud customers.”
“I understand.”
“The brand name dilutes itself as it appears on more products. Starbucks ran into that problem. Starbucks made its name selling premium coffee and through the ambiance of its stores. Soon you could buy Starbucks bottled coffee drinks at the supermarket. Do you find that ambiance in a supermarket? Then there was Starbucks ice cream. Does ice cream enhance the image of quality coffee?”
“Brands are like reputations. Each brand stands for something, whatever that niche is.” said the student.
“You are learning.” replied the teacher with a smile. Sometimes extending a brand literally sends the wrong message. For example, as mentioned on pages 85 – 87, Bayer aspirin created the Bayer Select Line of aspirin-free products to compete against aspirin-free products Tylenol and Advil. An aspirin company making aspirin-free products! What does a customer think when they need a pain reliever? 'I like Bayer Aspirin it is a good established product. Aspirin-free? Why are we moving away from aspirin? Did I miss a news report about a new study? Maybe I shouldn't use aspirin. Tylenol and Advil are the established non-aspirin pain relievers.'”
“The same happens when brands extend to light, healthy or fat-free. Heinz Light ketchup. Their regular ketchup has too many calories. I'll buy the fat-free version. The regular Heinz ketchup just lost a sale. Campbell's Healthy Request soup. Sounds good to me. I'll buy the Healthy Request line, not the regular Campbell's anymore.”
“How does a company get into new categories, like light, healthy, or fat-free?” asked the student.
“Create a new brand.”
“It is a paradox.” answered the student. “Can you give me another clue?”
“Think.” replied the teacher. “Use logic.”
The student thought for a few minutes. “If everything is sacred, everything is the same. There is no difference.”
“Very good.” said the teacher.
“What does this have to do with branding?” asked the student.
“It is law 10 from the book, The 22 Immutable Laws of Branding. This is the law of extensions. This law states, The easiest way to a destroy a brand is to put its name on everything. How does this law relate to my riddle, if everything is sacred therefore nothing is sacred?”
The student thought again for a few minutes. “If everything is on sale where is the bargain?”
“Very good. You are on the right track. Apply that way of thinking to brands.”
“If everything is fat-free there is no comparison, there is no fat food.” said the student.
“Very good. The same concept happens to brands. When a brand extends its line, puts its name on all items, it actually weakens itself.”
“Can you give me an example?”
“Yes. Let me summarize some information on pages 79 – 87 from the The 22 Immutable Laws of Branding. There are many brands and lines of beer. There is Bud, Bud Light, Bud Dry, Bud Ice, Miller Regular, Miller High Life, Miller Lite, Miller Genuine Draft, Miller Reserve, Miller Reserve Light, Miller Reserve Amber Ale, Coors, Coors Light, and Coors Extra Gold. There are many, many more beers. Do all these types of beer sell more beer?”
“Before this lesson, I would have said 'yes.'” replied the student with a smile. “But why don't these flavors sell more beer?”
“If Miller is your beer of choice chances are you drink just Miller. If you normally drink Miller Reserve and you try and like Miller Reserve Amber Ale, you just switched the flavor. Miller didn't get a new customer.”
“But they may attract Bud and Coors customers.”
“Yes, and Bud will attract Coors and Miller customers and Coors will attract Miller and Bud customers.”
“I understand.”
“The brand name dilutes itself as it appears on more products. Starbucks ran into that problem. Starbucks made its name selling premium coffee and through the ambiance of its stores. Soon you could buy Starbucks bottled coffee drinks at the supermarket. Do you find that ambiance in a supermarket? Then there was Starbucks ice cream. Does ice cream enhance the image of quality coffee?”
“Brands are like reputations. Each brand stands for something, whatever that niche is.” said the student.
“You are learning.” replied the teacher with a smile. Sometimes extending a brand literally sends the wrong message. For example, as mentioned on pages 85 – 87, Bayer aspirin created the Bayer Select Line of aspirin-free products to compete against aspirin-free products Tylenol and Advil. An aspirin company making aspirin-free products! What does a customer think when they need a pain reliever? 'I like Bayer Aspirin it is a good established product. Aspirin-free? Why are we moving away from aspirin? Did I miss a news report about a new study? Maybe I shouldn't use aspirin. Tylenol and Advil are the established non-aspirin pain relievers.'”
“The same happens when brands extend to light, healthy or fat-free. Heinz Light ketchup. Their regular ketchup has too many calories. I'll buy the fat-free version. The regular Heinz ketchup just lost a sale. Campbell's Healthy Request soup. Sounds good to me. I'll buy the Healthy Request line, not the regular Campbell's anymore.”
“How does a company get into new categories, like light, healthy, or fat-free?” asked the student.
“Create a new brand.”
Law #9 – The Law of the Name – In the long run a brand is nothing more than a name.
“Which is a better name for a product? Alana or Choloromatic?” asked the teacher.
“Alana is shorter and it is easier to spell.” answered the student.
“Very good. Alana is also easier to pronounce both in English and to speakers from other countries. An apple pie company locates in Dallas. Which is a better name?” continued the teacher, “The American Apple Pie Company or the Dallas Apple Pie Company?”
“Both seem fine to me.” replied the student.
“Think.” said the teacher. “One name is better than the other.”
“Well, there is a saying that it is as American as apple pie so I guess the American Apple Pie Company is a better name.”
“Very good. That association also makes the name easier to remember.” continued the teacher. “As stated on page 73 from the book, The 22 Immutable Laws of Branding, the most important branding decision a company can make is choosing a name. In the short term, a brand needs a unique idea or concept to survive. It needs to be first in a new category. It needs to own a word in the mind. But in the long term, the unique idea or concept disappears. All that is left is the difference between your brand name and the brand names of your competitors.”
“What is a good name?” asked the student.
“Good names are easy to remember, easy to pronounce, and easy to spell.”
“Does the name have to describe the product or service?”
“No it does not. It is O.K. if it does, but it does not have to. Some brand names are family names, Coors, Smuckers, Newman's Own, and Perdue. Some names are geographically based, for example, Ipswich Ale or the Brooklyn Beer Company. Some have no relationship to their products. Apple. Nike, or Sony. These companies have established their brands and their names speak for themselves. Choose a good name and a name you like. Once your brand is established it is married to its name. You don't want to waste time and money reestablishing the brand with a new name.”
“Alana is shorter and it is easier to spell.” answered the student.
“Very good. Alana is also easier to pronounce both in English and to speakers from other countries. An apple pie company locates in Dallas. Which is a better name?” continued the teacher, “The American Apple Pie Company or the Dallas Apple Pie Company?”
“Both seem fine to me.” replied the student.
“Think.” said the teacher. “One name is better than the other.”
“Well, there is a saying that it is as American as apple pie so I guess the American Apple Pie Company is a better name.”
“Very good. That association also makes the name easier to remember.” continued the teacher. “As stated on page 73 from the book, The 22 Immutable Laws of Branding, the most important branding decision a company can make is choosing a name. In the short term, a brand needs a unique idea or concept to survive. It needs to be first in a new category. It needs to own a word in the mind. But in the long term, the unique idea or concept disappears. All that is left is the difference between your brand name and the brand names of your competitors.”
“What is a good name?” asked the student.
“Good names are easy to remember, easy to pronounce, and easy to spell.”
“Does the name have to describe the product or service?”
“No it does not. It is O.K. if it does, but it does not have to. Some brand names are family names, Coors, Smuckers, Newman's Own, and Perdue. Some names are geographically based, for example, Ipswich Ale or the Brooklyn Beer Company. Some have no relationship to their products. Apple. Nike, or Sony. These companies have established their brands and their names speak for themselves. Choose a good name and a name you like. Once your brand is established it is married to its name. You don't want to waste time and money reestablishing the brand with a new name.”
Law # 8 – The Law of Category – A leading brand should promote the category, not the brand
“Let's continue our discussion of the book, The 22 Immutable Laws of Marketing.” said the teacher. “Today we are going to discuss the law of category that tells us that a leading brand should promote the category, not the brand.”
“That seems confusing.” said the student. “Most of the time marketers push the brand, the name of the product.”
“Yes.” replied the teacher. “When you narrow the focus there is no need for a brand. As you see on page 66 of The 22 Immutable Laws of Marketing, when you specialize to such a fine degree, the name of your product becomes synonymous with your category. For example, Domino's Pizza's category is home delivery. That is it. The category has become the brand. When you think pizza delivery, you think Dominos.
Tom's of Maine is the same. Their category is all natural. It is great for them that the customer associates the category with the brand. Toothpaste, mouthwash, soap? It doesn't matter. If it's all natural, it must be Tom's of Maine.”
“So the idea is to have your brand and category become synonymous, for example, when people think Internet search, they think Google.” said the student.
That is the best case scenario.” replied the teacher. “That's the way you build a brand. As you see on page 68, you narrow the focus to a slice of the market. Thinking pizza, Domino's is home-delivery pizza and Caesar's is take-out pizza. When people think of Domino's people think of home delivery; Caesars – take-out. Thinking categories also helps you define a business and see where a potential market might be. For example, what name comes to mind when you think gourmet pizza?”
“I'm not sure.” answered the student.
“Maybe there is a market for upscale, gourmet pizza.”
“So category is a lot like your company's word. You want your customers to think the category or the company's word when they think about your company or product.
“Exactly.”
“That seems confusing.” said the student. “Most of the time marketers push the brand, the name of the product.”
“Yes.” replied the teacher. “When you narrow the focus there is no need for a brand. As you see on page 66 of The 22 Immutable Laws of Marketing, when you specialize to such a fine degree, the name of your product becomes synonymous with your category. For example, Domino's Pizza's category is home delivery. That is it. The category has become the brand. When you think pizza delivery, you think Dominos.
Tom's of Maine is the same. Their category is all natural. It is great for them that the customer associates the category with the brand. Toothpaste, mouthwash, soap? It doesn't matter. If it's all natural, it must be Tom's of Maine.”
“So the idea is to have your brand and category become synonymous, for example, when people think Internet search, they think Google.” said the student.
That is the best case scenario.” replied the teacher. “That's the way you build a brand. As you see on page 68, you narrow the focus to a slice of the market. Thinking pizza, Domino's is home-delivery pizza and Caesar's is take-out pizza. When people think of Domino's people think of home delivery; Caesars – take-out. Thinking categories also helps you define a business and see where a potential market might be. For example, what name comes to mind when you think gourmet pizza?”
“I'm not sure.” answered the student.
“Maybe there is a market for upscale, gourmet pizza.”
“So category is a lot like your company's word. You want your customers to think the category or the company's word when they think about your company or product.
“Exactly.”
Billy Mays
I was saddened to hear that Billy Mays died yesterday. His infomercials influenced me. They gave me the final push to become more involved with marketing and sales. I like good speakers and pitching products can be fun. It is a part of American culture. I remember Ron Popeil selling his Veg-O-Matic, the Ginsu knife, Pocket Fisherman, Chop-o-matic, etc. These products and pitching illustrate the creativeness of our culture and our independent flair.
Many find this line of work vulgar. "I don't sell!" they say. "You're lying." I reply. Everybody sells! Job interviews are a place where you sell your skills. Everyday that you program, do accounting, write, provide customer service, whatever, you are selling your skills and abilities. When you are at your best behavior when your eye catches that special man or lady, you are selling. And, you are pitching yourself. "Have a drink with me, not the other guy or lady."
I will miss Billy Mays. He found his niche and found a way to make a living in a manner that he enjoyed. My hat is off to you. You did great work.
Many find this line of work vulgar. "I don't sell!" they say. "You're lying." I reply. Everybody sells! Job interviews are a place where you sell your skills. Everyday that you program, do accounting, write, provide customer service, whatever, you are selling your skills and abilities. When you are at your best behavior when your eye catches that special man or lady, you are selling. And, you are pitching yourself. "Have a drink with me, not the other guy or lady."
I will miss Billy Mays. He found his niche and found a way to make a living in a manner that he enjoyed. My hat is off to you. You did great work.
Law #7 – The Law of Quality. Quality is important, but brands are not built by quality alone.
“What is quality?” asked the teacher.
“Quality makes a product good. It means a product was built well and designed well.”
“Can you tell a quality product from a non-quality product?”
“I think so.”
“Quality does consist of good workmanship. But it also consists of good marketing and perception. Quality, like value, is in the minds of customers. The 22 Laws of Branding, on page 57, asks some interesting questions.
Does a Leica take better pictures than a Pentax? Are you sure?
Does a Montblanc pen write better than a Cross? Are you sure?
Quality is in the minds of your customers.”
“How do you place the concept of quality into your customers' minds?” asked the student.
“Think Law #2 – The Law of Contraction. When you refine your area of specialty you become more knowledgeable and appear more knowledgeable about your product. For example, if your store only sells coffee, you know more about coffee and your coffees have the perception of a higher quality than the store down the street that sells coffee, soda, juices, donuts, muffins, breakfast sandwiches and so on. A bookstore that sells only mysteries takes on the perception of the “go-to” store for mysteries and questions about mystery authors than the general bookstore down the street.”
“It makes sense.” replied the student.
“Price is also a factor. If it cost more it must be better. A $50 glass of wine must be better than a $5 glass of wine.”
“So you give the perception of quality when you make your products more expensive than the competition.”
“Partially true. There is also the factor of credibility. If you manufacture inexpensive products and gain the reputation of being the low-end of the market, raising prices will not help you. For example, Yugo will never be able to sell a luxury, high quality car. People have to believe that your company makes quality products.”
“Are they stuck in the low-end market for life?”
“A new brand name is their key to a new market. Yugo is synonymous with inexpensive cars. That is their word in the minds of automobile buyers. A new brand name not associated with Yugo could allow them to market a luxury car.
To review, incorporate Think Law #2 – The Law of Contraction, a unique brand name, and a high price (plus a good product) provides the perception of quality.”
“Quality makes a product good. It means a product was built well and designed well.”
“Can you tell a quality product from a non-quality product?”
“I think so.”
“Quality does consist of good workmanship. But it also consists of good marketing and perception. Quality, like value, is in the minds of customers. The 22 Laws of Branding, on page 57, asks some interesting questions.
Does a Leica take better pictures than a Pentax? Are you sure?
Does a Montblanc pen write better than a Cross? Are you sure?
Quality is in the minds of your customers.”
“How do you place the concept of quality into your customers' minds?” asked the student.
“Think Law #2 – The Law of Contraction. When you refine your area of specialty you become more knowledgeable and appear more knowledgeable about your product. For example, if your store only sells coffee, you know more about coffee and your coffees have the perception of a higher quality than the store down the street that sells coffee, soda, juices, donuts, muffins, breakfast sandwiches and so on. A bookstore that sells only mysteries takes on the perception of the “go-to” store for mysteries and questions about mystery authors than the general bookstore down the street.”
“It makes sense.” replied the student.
“Price is also a factor. If it cost more it must be better. A $50 glass of wine must be better than a $5 glass of wine.”
“So you give the perception of quality when you make your products more expensive than the competition.”
“Partially true. There is also the factor of credibility. If you manufacture inexpensive products and gain the reputation of being the low-end of the market, raising prices will not help you. For example, Yugo will never be able to sell a luxury, high quality car. People have to believe that your company makes quality products.”
“Are they stuck in the low-end market for life?”
“A new brand name is their key to a new market. Yugo is synonymous with inexpensive cars. That is their word in the minds of automobile buyers. A new brand name not associated with Yugo could allow them to market a luxury car.
To review, incorporate Think Law #2 – The Law of Contraction, a unique brand name, and a high price (plus a good product) provides the perception of quality.”
Network Marketing, Direct Sales
I find network marketing fascinating. To me, it is not only a fun way to do business, but it really isn't that different than the way people make purchasing decisions. When a friend wants to purchase a computer, they ask me for advice. I've worked in the computer field for many years. If a friend purchases an item that interests me, I ask them about the product. Do they like the product? Does it work well? If someone sees a movie you want to see you ask is it worth seeing? New restaurant open up? Did you try the food? Was it good? Prices reasonable?
Network marketing is a word-of-mouth business. It is a people-to-people type of business. In network marketing you need to speak with potential customers directly. You need to develop trust between the potential customer and yourself. It is a personal way of doing business. It is not like purchasing a product in a large store where the sales person you speak with today may be gone tomorrow. With network marketing, you are the point-of-contact, the face of your business.
Word-of-mouth plays an important role in your business. If your customers like your products they will tell their friends. Most importantly, if people like you and trust you, they will recommend you. Of course, if you don't do something right, you get negative word-of-mouth.
The word-of-mouth concept is also part of the Internet culture. Many sites, eBay for selling, eduFire for teaching, allow customers and students to leave comments. Do something right and your customers will praise you online. Twitter is another form of word-of-mouth.
I enjoy network marketing. I like the face-to-face contact and it allows me to conduct business with the trust and reputation that I saw in businesses when I was growing up. When my mom needed kosher meet she went to Mr. Levine, the meat man. Natupsky was the fruit and vegetable man. Network marketing is a great method for doing business.
Network marketing is a word-of-mouth business. It is a people-to-people type of business. In network marketing you need to speak with potential customers directly. You need to develop trust between the potential customer and yourself. It is a personal way of doing business. It is not like purchasing a product in a large store where the sales person you speak with today may be gone tomorrow. With network marketing, you are the point-of-contact, the face of your business.
Word-of-mouth plays an important role in your business. If your customers like your products they will tell their friends. Most importantly, if people like you and trust you, they will recommend you. Of course, if you don't do something right, you get negative word-of-mouth.
The word-of-mouth concept is also part of the Internet culture. Many sites, eBay for selling, eduFire for teaching, allow customers and students to leave comments. Do something right and your customers will praise you online. Twitter is another form of word-of-mouth.
I enjoy network marketing. I like the face-to-face contact and it allows me to conduct business with the trust and reputation that I saw in businesses when I was growing up. When my mom needed kosher meet she went to Mr. Levine, the meat man. Natupsky was the fruit and vegetable man. Network marketing is a great method for doing business.
Law #6 – The Law of Credentials – The crucial ingredient in the success of any brand is its claim to authenticity.
“Trust is the most important aspect of marketing and branding.” said the teacher.
“Yes, I remember.” replied the student. “It is part of customer relationships.”
“And it is also part of the marketing/branding relationships.”
“How so?”
“When a product is marketed as being #1 in its category, it needs to have the credentials to back up that claim. Coca-Cola says it is the real thing. It has the credentials, it has been marketing this claim since 1942. Time has established this credential and it remains true in the minds of Coke's customers.” pg. 48
“Are claims just facts?”
“They are facts, perceptions, and behaviors. For example, Polaroid had the credentials for instant photography but not for 35mm film. Kodak was 35mm film” pg. 50
“How does a brand establish credentials?”
“Ideally, be the leader in your category. Also define a word that stays in the minds of your customers. It is about facts, perceptions, and behaviors.”
“Yes, I remember.” replied the student. “It is part of customer relationships.”
“And it is also part of the marketing/branding relationships.”
“How so?”
“When a product is marketed as being #1 in its category, it needs to have the credentials to back up that claim. Coca-Cola says it is the real thing. It has the credentials, it has been marketing this claim since 1942. Time has established this credential and it remains true in the minds of Coke's customers.” pg. 48
“Are claims just facts?”
“They are facts, perceptions, and behaviors. For example, Polaroid had the credentials for instant photography but not for 35mm film. Kodak was 35mm film” pg. 50
“How does a brand establish credentials?”
“Ideally, be the leader in your category. Also define a word that stays in the minds of your customers. It is about facts, perceptions, and behaviors.”
Law # 5 – The Law of the Word – A brand should strive to own a word in the mind of the consumer.
“The law of the word is extremely important.” said the teacher. This law is expressed in both books, The 22 Immutable Laws of Marketing and The 22 Immutable Laws of Branding.”
“You mean words not word, don't you” asked the student?
“Not necessarily.” answered the teacher. “You strive to have your product associated with a word. Even better, you want your product's name to become a synonym for the word.”
“Can you give me some examples?”
“When people want a photocopy, they say Xerox this. When they need a tissue, they ask for a Kleenix. When you need to search on the Internet, you Google the information.
Those are the best case scenarios. There are other examples. Fedex's word is overnight delivery. When people want a cola drink, they ask for a Coke. A gelatin desert, Jello. Adhesive bandage, Band-Aid.”
“I understand.” said the student. “The goal is to have people think your product when they think of that word.”
“Yes.”
“How do you achieve that?”
“The best way is to be number 1 in that category. However, that is not always possible. The next best thing is to create a category where you can be number 1.”
“How do you achieve that?”
“As explained in the book, The 22 Immutable Laws of Marketing, find a weakness of your competitor or an area of the market that is undeserved and fill that niche. For example, there are many new ethnic groups in communities. Where do Brazilians shop for food? Where do Latinos purchase music from their original countries? Fill these needs and the name of your company can become a synonym for where Brazilians buy food or Latinos by music.”
“So this is the modern way to market a brand.” said the student.
“It may appear modern in a global sense, but it is actually an old established concept. When I was growing up” said the teacher, “when something broke, everyone in the neighborhood went to the person who was known as Mr. Fix-It, when we needed fish we went to Alberto the fish man. Abe was the meat man and Saul the dairy man. These peoples' names became associated with their products, or the names of the products became associated with them.”
“You mean words not word, don't you” asked the student?
“Not necessarily.” answered the teacher. “You strive to have your product associated with a word. Even better, you want your product's name to become a synonym for the word.”
“Can you give me some examples?”
“When people want a photocopy, they say Xerox this. When they need a tissue, they ask for a Kleenix. When you need to search on the Internet, you Google the information.
Those are the best case scenarios. There are other examples. Fedex's word is overnight delivery. When people want a cola drink, they ask for a Coke. A gelatin desert, Jello. Adhesive bandage, Band-Aid.”
“I understand.” said the student. “The goal is to have people think your product when they think of that word.”
“Yes.”
“How do you achieve that?”
“The best way is to be number 1 in that category. However, that is not always possible. The next best thing is to create a category where you can be number 1.”
“How do you achieve that?”
“As explained in the book, The 22 Immutable Laws of Marketing, find a weakness of your competitor or an area of the market that is undeserved and fill that niche. For example, there are many new ethnic groups in communities. Where do Brazilians shop for food? Where do Latinos purchase music from their original countries? Fill these needs and the name of your company can become a synonym for where Brazilians buy food or Latinos by music.”
“So this is the modern way to market a brand.” said the student.
“It may appear modern in a global sense, but it is actually an old established concept. When I was growing up” said the teacher, “when something broke, everyone in the neighborhood went to the person who was known as Mr. Fix-It, when we needed fish we went to Alberto the fish man. Abe was the meat man and Saul the dairy man. These peoples' names became associated with their products, or the names of the products became associated with them.”
Law #4, The Law of Advertising – Once born, a brand needs advertising to stay healthy
The teacher and student continued their discussion about branding based on the book, The 22 Immutable Laws of Branding, by Al and Laura Ries. They completed a discussion about publicity and are now ready to discuss advertising.
“Once you establish your brand through publicity, getting others to write about or broadcast information about your product, you need to advertise.” said the teacher. “Publicity is important, but remember, the news likes to publicize new things. Once your brand becomes established, you are no longer new. Now, you need to advertise to keep your brand in the minds of your customers.”
“Advertising acts as a constant reminder. It is an investment.”
“You can think about advertising as an investment, but do not think about it as only a return on investment.”
“Why?” asked the student.
“While advertising keeps your product in the minds of customers and potential customers, it is not directly proportional to sales. Not all of your customers will buy your product or service every time you advertise. They may not need your product or service at the time of your ad.
The most important aspect of customer relationships are the relationships. Relationships are built on trust. Advertising helps establish that trust. It tells customers and potential customers that you are doing well, you have new products, services, and what is on your business's mind. Remember My Rule of Business: Business is about people. It doesn't matter what you sell, all business is about people. In personal relationships you tell your significant other that you are doing well, what you are thinking about, and plans for the future. Advertising your business does the same for your customers; you want them to know that your business is doing well. If you advertise well, your customers will contact you when they need you.”
“What are the best form of advertising?”
“The best form of advertising is the form that reaches your customers and your market.” replied the teacher. “If the Internet best reaches your market, use email, blogs, Twitter and other Internet technologies. If radio is the key, use radio. If print works the best, use magazines, newspapers, flyers and so on. The best method is the one that reaches your customers. Use one, a combination, or all.
“Thank you.” said the student. “What will we discuss next time?”
“Rule #5 – The Law of the Word.” answered the teacher.
“Once you establish your brand through publicity, getting others to write about or broadcast information about your product, you need to advertise.” said the teacher. “Publicity is important, but remember, the news likes to publicize new things. Once your brand becomes established, you are no longer new. Now, you need to advertise to keep your brand in the minds of your customers.”
“Advertising acts as a constant reminder. It is an investment.”
“You can think about advertising as an investment, but do not think about it as only a return on investment.”
“Why?” asked the student.
“While advertising keeps your product in the minds of customers and potential customers, it is not directly proportional to sales. Not all of your customers will buy your product or service every time you advertise. They may not need your product or service at the time of your ad.
The most important aspect of customer relationships are the relationships. Relationships are built on trust. Advertising helps establish that trust. It tells customers and potential customers that you are doing well, you have new products, services, and what is on your business's mind. Remember My Rule of Business: Business is about people. It doesn't matter what you sell, all business is about people. In personal relationships you tell your significant other that you are doing well, what you are thinking about, and plans for the future. Advertising your business does the same for your customers; you want them to know that your business is doing well. If you advertise well, your customers will contact you when they need you.”
“What are the best form of advertising?”
“The best form of advertising is the form that reaches your customers and your market.” replied the teacher. “If the Internet best reaches your market, use email, blogs, Twitter and other Internet technologies. If radio is the key, use radio. If print works the best, use magazines, newspapers, flyers and so on. The best method is the one that reaches your customers. Use one, a combination, or all.
“Thank you.” said the student. “What will we discuss next time?”
“Rule #5 – The Law of the Word.” answered the teacher.
Law #3 – The Law of Publicity
“What is the best way to advertise a new brand?” asked the student.
“Law #3 – The Law of Publicity from the book, The 22 Immutable Laws of Branding, answers this question.” replied the teacher. “The birth of a brand is achieved by publicity, not advertising.”
“What is the difference?”
“Publicity is when others, newspapers, magazines, TV news, etc. tells your story free of charge. Advertising is the story that you tell. You pay for advertising.
Publicity can be more believable and effective because it appears to be a story of interest. The newspaper or magazine found your story to be newsworthy and of importance. It was worth telling”
“How do you get publicity?” asked the student.
“Law # 3 states that the best way to get publicity is to be number 1 in your category.”
“But when you are new how can you be number 1?”
“Create your own category.”
“Give me an example.”
“The toothpaste category is crowded, Crest, Colgate, Close-Up, etc. Tom's of Maine created their own category, all-natural toothpaste. There are many coffee shops but Pete's Coffee was the first to become a dark roast, quality coffee shop. Waitresses didn't make your coffee, baristas made your coffee.”
“I understand.”
“The 22 Immutable Laws of Branding says, 'The news media wants to talk about what's new, what's first, and what's hot, not what's better. When your brand can make news, it has a chance to create publicity. And the best way to make news is to announce a new category, not a new product.'” (pg. 28)
“This happens all the time.” continued the teacher. “Palm Pilot – hand-held computers, iPod - a thousand songs in your pocket, Blackberry – email anywhere, Fedex – overnight delivery. These companies created their own categories, became newsworthy, generated publicity, and established themselves.”
“When do you advertise?” asked the student.
“That is next, Law #4 – The Law of Advertising.”
“Law #3 – The Law of Publicity from the book, The 22 Immutable Laws of Branding, answers this question.” replied the teacher. “The birth of a brand is achieved by publicity, not advertising.”
“What is the difference?”
“Publicity is when others, newspapers, magazines, TV news, etc. tells your story free of charge. Advertising is the story that you tell. You pay for advertising.
Publicity can be more believable and effective because it appears to be a story of interest. The newspaper or magazine found your story to be newsworthy and of importance. It was worth telling”
“How do you get publicity?” asked the student.
“Law # 3 states that the best way to get publicity is to be number 1 in your category.”
“But when you are new how can you be number 1?”
“Create your own category.”
“Give me an example.”
“The toothpaste category is crowded, Crest, Colgate, Close-Up, etc. Tom's of Maine created their own category, all-natural toothpaste. There are many coffee shops but Pete's Coffee was the first to become a dark roast, quality coffee shop. Waitresses didn't make your coffee, baristas made your coffee.”
“I understand.”
“The 22 Immutable Laws of Branding says, 'The news media wants to talk about what's new, what's first, and what's hot, not what's better. When your brand can make news, it has a chance to create publicity. And the best way to make news is to announce a new category, not a new product.'” (pg. 28)
“This happens all the time.” continued the teacher. “Palm Pilot – hand-held computers, iPod - a thousand songs in your pocket, Blackberry – email anywhere, Fedex – overnight delivery. These companies created their own categories, became newsworthy, generated publicity, and established themselves.”
“When do you advertise?” asked the student.
“That is next, Law #4 – The Law of Advertising.”
Rule #2 – The Law of Contraction
The student and teacher continued their discussion. The concept of developing a specific brand and message was very interesting to the student. That may explain why his friends didn't accept his offer to buy them a different product brand. A brand communicated a specific message to the consumer.
“It is all about focus.” said the teacher.
“I understand, but if you narrow you focus aren't you limiting your market?” asked the student.
“That is a common misconception. Let me give you an example. Many people love coffee. Which store projects better an image of quality coffee, one that sell coffee, donuts, muffins, juices and bottle water or one that sells French roast, lattes, cappuccino, espresso, etc.”
“The one that sells French roast, lattes, cappuccino, and espresso.”
“Some pizza restaurants offer sub sandwiches, french fires, hamburgers, cheese burgers, fried chicken, etc. and some offer 20-plus varieties of pizza. If you want great pizza which restaurant would you choose?”
“The one that offers the 20-plus varieties of pizza.”
“Yes. The second law, The Law of Contraction, allows you to make your brand stronger. If you sell coffee, focus and sell all things coffee. If you sell gourmet food, don't supplement your sales with inexpensive instant meals. Sell high quality gourmet foods. Sell those $500 bottles of wine. Sell caviar. Sell exotic spices.
Sports magazines report sports and business magazines report business. Inc. magazine provides information for people starting businesses and small business owners. Fortune specializes in large, established companies.”
“I see.” replied the student. “The Law of Contraction allows you to dominate your category.”
“Yes.”
“It is all about focus.” said the teacher.
“I understand, but if you narrow you focus aren't you limiting your market?” asked the student.
“That is a common misconception. Let me give you an example. Many people love coffee. Which store projects better an image of quality coffee, one that sell coffee, donuts, muffins, juices and bottle water or one that sells French roast, lattes, cappuccino, espresso, etc.”
“The one that sells French roast, lattes, cappuccino, and espresso.”
“Some pizza restaurants offer sub sandwiches, french fires, hamburgers, cheese burgers, fried chicken, etc. and some offer 20-plus varieties of pizza. If you want great pizza which restaurant would you choose?”
“The one that offers the 20-plus varieties of pizza.”
“Yes. The second law, The Law of Contraction, allows you to make your brand stronger. If you sell coffee, focus and sell all things coffee. If you sell gourmet food, don't supplement your sales with inexpensive instant meals. Sell high quality gourmet foods. Sell those $500 bottles of wine. Sell caviar. Sell exotic spices.
Sports magazines report sports and business magazines report business. Inc. magazine provides information for people starting businesses and small business owners. Fortune specializes in large, established companies.”
“I see.” replied the student. “The Law of Contraction allows you to dominate your category.”
“Yes.”
Rule 1- The Law of Expansion
"What is the difference between Diet Coke and Coke Zero?" asked the teacher?
The student thought for a moment. "I know they are both diet sodas but I'm not sure of the difference."
"When you think about Coca-Cola, do you think Cherry Coke, Coke Zero, Coke with lime flavor, or caffeine-free Coke?
"I think Coke Classic."
"When you hear the name Tom’s of Maine, what do you think?"
"All natural products." answered the student.
"What does Dannon stand for?"
"Yogurt."
"Rule #1 of the 22 Laws of Branding", said the teacher "is the law of expansion." It states that the power of the brand is inversely proportional to its scope."
The student reflected on this for a moment. "The power of the brand is inversely proportional to its scope." He was learning about something he always wanted to know about, the power of brands.
"Inversely proportional," he thought. Proportional means equal in relation to. For example, the more calories your daily meals contain, the more weight you gain. Inversely proportional means in relation to with an opposite effect - the less calories your daily meals contain, the more weight you lose. So, power of brand = the inverse of it scope."
"Do you understand what that law means?" asked the teacher.
"Yes." replied the student. The power of a brand is equal to the inverse of its scope. That means a very powerful brand has a small scope and a weak brand has a large scope.
"Correct." replied the teacher, "except substitute focus for the words "small scope" and unfocused for the words "large scope.” This law states that a powerful brand has a focused scope and a weak brand has an unfocused scope."
"Can you give me an example?" asked the student?
"Yes." replied the teacher. You can't be everything to everybody. Focus. McDonalds – fast food. Dominos – pizza, home delivery. Federal Express – overnight delivery. It is better to be remembered for one thing specifically than many things vaguely. Remember, branding and marketing is all about getting into the mind of the customer."
"I understand." said the student. "It is like Google. Google means search."
"Exactly." said the teacher.
The 22 Immutable Laws of Branding
The student thought for a moment. "I know they are both diet sodas but I'm not sure of the difference."
"When you think about Coca-Cola, do you think Cherry Coke, Coke Zero, Coke with lime flavor, or caffeine-free Coke?
"I think Coke Classic."
"When you hear the name Tom’s of Maine, what do you think?"
"All natural products." answered the student.
"What does Dannon stand for?"
"Yogurt."
"Rule #1 of the 22 Laws of Branding", said the teacher "is the law of expansion." It states that the power of the brand is inversely proportional to its scope."
The student reflected on this for a moment. "The power of the brand is inversely proportional to its scope." He was learning about something he always wanted to know about, the power of brands.
"Inversely proportional," he thought. Proportional means equal in relation to. For example, the more calories your daily meals contain, the more weight you gain. Inversely proportional means in relation to with an opposite effect - the less calories your daily meals contain, the more weight you lose. So, power of brand = the inverse of it scope."
"Do you understand what that law means?" asked the teacher.
"Yes." replied the student. The power of a brand is equal to the inverse of its scope. That means a very powerful brand has a small scope and a weak brand has a large scope.
"Correct." replied the teacher, "except substitute focus for the words "small scope" and unfocused for the words "large scope.” This law states that a powerful brand has a focused scope and a weak brand has an unfocused scope."
"Can you give me an example?" asked the student?
"Yes." replied the teacher. You can't be everything to everybody. Focus. McDonalds – fast food. Dominos – pizza, home delivery. Federal Express – overnight delivery. It is better to be remembered for one thing specifically than many things vaguely. Remember, branding and marketing is all about getting into the mind of the customer."
"I understand." said the student. "It is like Google. Google means search."
"Exactly." said the teacher.
The 22 Immutable Laws of Branding
The Journey Begins - The 22 Immutable Laws of Branding
Brands effect everyone. We use a specific toothpaste we like, buy a brand of automobile, pasta, clothes, computer, political party, etc. Brands affect all of us.
We are our own brand. The way we dress, act, the newspapers and magazines we read, etc., all define who we are.
How do we create a brand? This blog will contain a series of posts based on the book, The 22 Immutable Laws of Branding, by Al & Laura Ries, ISBN 0-88-730937-2 . I retell some of the information from this book in a fictional conversation between a student and a teacher.
Once upon a time there was a student that found products interesting. Laundry detergent, toothpaste, bath and tile cleaners, mouthwash, food products, it didn't matter what.
The young man often wondered why people bought and were loyal to a specific product. For example, was there really a difference between Crest and Colgate toothpaste? Ajax and Oxyclean? Fantastic and Melaleuca's Tough 'n Tender? Friends and coworkers were loyal to their brands. If a friend used Crest toothpaste, the young man offered to buy and pay for any other brand of toothpaste. If a coworker used Tide laundry detergent, the young man offered to buy and pay for any other brand of laundry detergent. He tried this for other products. No takers. Why were brands so powerful?
One day the young man was looking at items in a store. "Can I help you?"
The young man turned around. "Can I help you?" said the older man.
"I'm just looking. It's sort of a hobby of mine."
"I've seen you here many times looking at products."
The young man blushed.
"It's O.K." replied the older man. "I find brands of products interesting also. Marketing is my passion."
"Can you teach me marketing?" asked the young man.
"Yes."
And so a student/teacher relationship became.
We are our own brand. The way we dress, act, the newspapers and magazines we read, etc., all define who we are.
How do we create a brand? This blog will contain a series of posts based on the book, The 22 Immutable Laws of Branding, by Al & Laura Ries, ISBN 0-88-730937-2 . I retell some of the information from this book in a fictional conversation between a student and a teacher.
Once upon a time there was a student that found products interesting. Laundry detergent, toothpaste, bath and tile cleaners, mouthwash, food products, it didn't matter what.
The young man often wondered why people bought and were loyal to a specific product. For example, was there really a difference between Crest and Colgate toothpaste? Ajax and Oxyclean? Fantastic and Melaleuca's Tough 'n Tender? Friends and coworkers were loyal to their brands. If a friend used Crest toothpaste, the young man offered to buy and pay for any other brand of toothpaste. If a coworker used Tide laundry detergent, the young man offered to buy and pay for any other brand of laundry detergent. He tried this for other products. No takers. Why were brands so powerful?
One day the young man was looking at items in a store. "Can I help you?"
The young man turned around. "Can I help you?" said the older man.
"I'm just looking. It's sort of a hobby of mine."
"I've seen you here many times looking at products."
The young man blushed.
"It's O.K." replied the older man. "I find brands of products interesting also. Marketing is my passion."
"Can you teach me marketing?" asked the young man.
"Yes."
And so a student/teacher relationship became.
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