Fall 1990 // Volume 28 // Number 3 // Tools of the Trade // 3TOT4

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Marketing Extension Programs


Sherrill Carlson
Extension Publications Editor
Washington State University-Pullman

Marketing Techniques for Office Staff. William A. Draves. Manhattan, Kansas: LERN [Learning Resources Network], 1986. 28 pp. $5.98 (paper).

Brochure Distribution. Manhattan, Kansas:LERN, 1987. 44 pp. $10.95 (paper).

How to Teach Adults in One Hour. William A. Draves. Manhattan, Kansas: LERN, 1988. 35 pp. $4.95 (paper).

Designing Brochures for Results. Linda G. Leffel. Manhattan, Kansas: LERN, 1983. 50 pp. $11.95 (paper).

Applying just one idea from any of these four pamphlets from LERN (P. O. Box 1448, Manhattan, KS 66502) will likely boost attendance at and client satisfaction with Cooperative Extension conferences and workshops. Apply them all and watch enrollments soar!

Designing Brochures for Results is a compendium of items on selling an adult learning program; it also discusses factors that make the difference between success and failure in brochure organization and appearance. Brochure Distribution outlines the most successful ways of getting brochures to potential participants and numbers required for effective reach.

Marketing Techniques for Office Staff tells how to maximize contacts with potential clients. How to Teach Adults in One Hour is a basic review of key concepts in adult learning.

All four pamphlets are concise and practical, yet well-grounded in practice and theory. Some nuggets:

  • "Adult learners experience doubts or cognitive dissonance after registering for a course...You can respond by continuing to sell your program after they register."
  • "By far, presenters spend too much time preparing their material and too little time learning about the attendees."
  • "Successful programs print lots of brochures. And, they keep printing more brochures each session until there is no registration increase."

LERN pamphlets are designed to be read and used, not to sit on the shelf. Their small 5 1/2" by 8 1/2" format makes them ideal take-along companions for reading in waiting rooms, or on airplanes, which is where I read these.