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Marketing - when English is your Second Language (ESL)

Here are marketers in ESL trouble! Take a look at these familiar ESL stories:

“Last month I missed out on one job-call that was worth $1,000 to me. I was nervous about making a fool of myself with my new English accent. The phone rang - but I listened to my answering service later – I was so embarrassed. I missed the assignment.” (Book show exhibitor)

 “I cannot understand why native-English speakers must chat and waste time at the start of any meeting. I call it small talk! ” (Computer software company manager)

 “I feel too embarrassed to tell a prospective client, who I want to communicate with, that I am uncertain about my English.” (Overseas-born architect)

Does it have to be that way? If these tales sound like you, here is what you can do right now:

Three first steps - to change your business and benefit from your ESL.

1. Ask for help   Put your fears aside. Simply be open and trust your new client or customer. They will more comfortable with you. Few will refuse to help. If they do, maybe they are not good business prospects anyway! Right?
2. Ignore how you think you sound! Nervous about your accent? It makes you more interesting to native-English speakers. They listen more closely. Ideal for standing out.  Carefully USE your difference.
3. Understand the client/customer background. If they need small talk to start a meeting, give it to them.

Concentrate on your business communication with confidence. Your new language could expand your business right now!

• Try it yourself  - use our downloads, email tips and other materials
• Seek professional help – discuss your concerns with me

Sooner or later you will be on your own again with your ESL situation. But you may be surprised how quick and simple it is, to take control of that New-English language “problem”

Using your new language advantage allows you to add “value” to your business services.

An example: A German lawyer born in USA, in Germany since childhood, uses his “ESL” to win a new client base of newly-arrived English speakers. He provides special legal services designed to help new arrivals deal with unfamiliar laws and regulations in business and private life.

“I take a special interest in teaching English and in coaching people to use it, in every kind of business context.”
(Neil McPherson, Director, Professional Word)

A trained English teacher and lifelong journalist, writer and broadcaster, Neil McPherson has recently spent five years on the staff of Berlitz language schools. He’s worked one-to-one with managers and business owners - from taxi drivers to Manager of the Frankfurt Book Show; a famous surgeon and a line engineer with a major car manufacturer. Each one faced ESL concerns every day. They were delighted to work with and to gain confidence with their English, in work and business.

Do you need simple, effective help for your ESL problems? Neil McPherson can support and advise you directly, online. It is a unique service. No classrooms; no audio under your pillow. As direct as the phone, email or computer-audio connection. And personal.