There are seven major reasons why adults continue their pursuit to learn. Each of the reasons play into the way you want to present your sales information. Studies completed by the United States Department of Education (USDOE), Commission on Nontraditional Study and surveys conducted by the National Center for Education Statistics (NCES) show little change in why learners keep wanting to learn since 1964.

Since the 21st century the statistics have shown a small increase only. In 1964, U.S. Dept. of Education reported that only 37% of the U.S. population took an assertive role in their learning. The latest report, 2002, only shows a 3% increase.

Why is this information important for selling learning opportunities? These statistical reports show exactly what language to use to get their attention and what it takes for them to open their wallets.

Phrases, words, ideas, and thoughts, if conveyed appropriately to the group of choice can make the difference between survival and thriving.

1. The highest, 40%, choose to learn to become a more-informed person and like having knowledge in their tool bag.

Language that grabs learners attention and persuades them to buy is: opportunity, advantage, timeless, chance, essential, treasure, priceless, rare, gateway, treasurer, growth, and wisdom.

Phases included: A unique opportunity; Be prepared; Free opportunity (actually any phrase with opportunity included); If you pass this up you'll be pass