Not all teachers remember the benefits that their subject brings to pupils and students
Most of us tend to imagine that those who teach a certain subject not only know a lot about that subject, but also fully understand all the benefits studying the subject can bring. As a result, advertisements tend to focus on products rather than on the benefits.
Take for example physical exercise and sports. We all know about the benefit of “keeping fit”, but even sports teachers can forget that research has shown that exercise at any level can often, for example, reduce symptoms of depression and anxiety.
Indeed, as an article on the British Psychological Society website shows, exercise can reduce such symptoms “to a similar extent as medication or therapy,” and schools which encourage exercise for all are in fact treating these conditions before they take hold.
Similar “hidden benefits” can be found elsewhere. Learning music for example has been shown to improve intelligence, boost one’s social life, build confidence, enhance creativity, develop patience and discipline.
Maths is often shown to promote healthy brain function, improve problem-solving skills, support logical reasoning, analytical and flexible thinking, and again enhance creativity.
And yet most advertisements aimed at teachers concerning resources relating to a particular subject still primarily focus on the syllabus rather the benefits that might arise.
However, an advertisement that reminds teachers of history of the hidden benefits of studying history (such as grappling with complex issues) will stand out against all other advertisements and persuade teachers to have a look and consider the publication.
In short, there is a real benefit in experimenting with a slightly different approach to one’s adverts, and if that approach can make the teacher feel better about her/his work, then the journey towards a sale is made that much easier. One still mentions what one is selling, and where it fits in the syllabus, but there is also the emphasis on the “added benefits”.
The 4-Email programme in which you can send out four emails over a period of time for a discounted fee, is a way of undertaking such experimentation. If you would like to discuss any possible ideas, please call 01604 880 927 or email Stephen@schools.co.uk
Tony Attwood