All professionals see the world in a way that is peculiar to their profession. Solicitors, accountants, dentists – they all have their own unique world-view.
In this regard teachers are no different from everyone else. Except that they hold a world-view that is unique among professionals.
As a result of this lack the technical expertise teachers are granted less respect by the public than (for example) doctors. And yet the teachers generally feel that their years of training and dedication deserves a much better press.
Meanwhile they spend all day with children and teenagers, and this again affects both their own behaviour and their attitude to the outside world. (To prove this just watch teachers attending an in-service training seminar – and compare that with the behaviour of other professionals).
All this means that teachers have a particular world-view, and if you wish to sell to them successfully, or persuade them of the value of your work through articles in magazines or broadcast interviews, you need to take this into account.
Hamilton House studies the ways teachers think and behave, in order to establish the best ways to promote products and services to teachers.
We undertake one or two research projects a week with teachers, while over 10,000 teachers, managers and administrators in schools subscribe to our news services and regularly supply feedback on issues of the day. And of course we monitor teacher blogs and discussion groups.
Tony Attwood
PS: If you’d like to increase the number of times your company is mentioned in the press, or increase the response rates for your direct marketing, by ensuring you use the right language when communicating with teachers, please call Laura, Steve or myself on 01536 399 000.