Blog for ESL teachers
Practical tips, methods, and materials for successful teaching
Practical tips, methods, and materials for successful teaching
Student:
“We have a call with the international team tomorrow — what’s the right English term if I want to say that fewer customers cancel?”
Teacher:
“In business English we usually call that customer churn reduction."
If that sounds familiar, you already know the stakes. When you teach English for marketing professionals, success isn’t only about vocabulary lists. It’s about helping learners switch on product, customer, and sales thinking in English—without pauses or mental translation.
I still remember walking into a corporate class: the smell of caramel coffee, markers squeaking on a glass board, and a product manager at the door asking, “Do we say leads or prospects?” I smiled: “Depends on the stage of the funnel.” That’s how lessons begin when language is a business tool.
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Teach terms as solutions, not as isolated words. Pair each term with a plain-English definition and a use case.
| Term | Plain English | Example in Use |
|---|---|---|
| value proposition | Why the product matters to the customer | Our value proposition is speed and trust. |
| ICP / persona | Ideal customer Prole; user archetype | We refined our ICP after interviews with power users. |
| funnel / journey | Steps from first touch to purchase and retention | Let’s map the journey and remove friction on step one. |
| CTA | The next action you want the user to take | This CTA reduces friction for first-time buyers. |
| CAC / LTV | Acquisition cost vs. lifetime value | We must reduce CAC while maintaining LTV. |
| CTR / CR | Click-through rate vs. conversion rate | CTR rose after the headline change; CR lagged. |
| retention / churn | Staying vs. leaving over time | We improved week-4 retention and reduced churn. |
Fine-tune nuance: instead of huge ad budget, “increased budget” or “larger budget” often sounds more precise.
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Teach “working pairs” that speed up decision-making talk:
Mini-scenarios:
My TEFL/TESOL foundation shows up in task-based learning, phonetics for clarity, and grammar through communicative acts. Here’s a reusable 90-minute plan:
Problem: high CTR on the hero screen but low form CR.
Hypothesis: abstract CTA, weak “now” value.
Fix (English): “Get the 7-step checklist and start fixing your onboarding today.”
Expected result: +0.3–0.7 pp form conversion in a week.
Drill the loop out loud: problem → observation → hypothesis → copy → metric.
Focus: plain explanations, no jargon for beginners.
Scripts: “We simplify onboarding by cutting steps from five to three.”
Risk: “We may increase churn if we target too broad.”
Compromise: “Let’s test a narrow persona and compare retention.”
Observation: week-2 activation is low for newcomers.
Hypothesis: first experience is too complex.
Communication: “We’ll guide you through the first task in three steps.”
Plan: short tip emails, micro-videos, jargon-free chat replies.
TEFL course gave me the foundation—goal setting, lesson staging, phonetics for clarity. TESOL added confidence with international groups. Adapting those methods to marketing brings measurable gains for learners.
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A 12–15 minute conversation plus a mini-brief is enough:
Deliver a 4–6 week plan to save time, focus budget, and anchor progress to business outcomes.
| Pair | Plain Contrast | Example |
|---|---|---|
| feature vs benefit | Spec vs. customer value | The feature is export; the benefit is saved time. |
| reach vs impressions | People vs. total displays | Reach is unique users; impressions can repeat. |
| lead vs opportunity | Contact vs. qualified deal chance | Sales created 30 opportunities from 300 leads. |
| upsell vs cross-sell | Higher tier vs. complementary product | We upsold to Pro and cross-sold add-ons. |
| onboarding vs activation | Intro experience vs. first key action | Activation happens when the user completes setup. |
Each week ends with one big action: present, write, or negotiate. Language stops being theory.
— “Is ‘we rolled out a feature’ okay?” — “Yes. If it was small and careful, try ‘we shipped a small update’.”
I remember that first session with a product team—coffee aroma, a touch of stage fright, and then a fluent discussion of value, customers, and metrics. By the end someone said, “We finally have a language of solutions.” That’s my favorite KPI.
With consistent practice, learners reach confident intermediate and beyond, and “case analysis” becomes a habit of thinking in English. Aim for that post-meeting clarity—three arrows on a board, tidy thoughts, and a draft email already forming. That’s the language that helps the work, not hinders it.
ESP, TEFL, TESOL

An English instructor with 12+ years of experience. I work for an online school and travel the world, teaching students from various countries, leveraging my TEFL/TESOL certification. Seeing the world's oceans, mountains, and cities with my own eyes has given me a profound appreciation for the importance of quality education and international communication.
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🚀 More students, 💰 higher income, 🌍 complete freedom! ✅ 112 verified platforms with top rates ⏳ Flexible schedule – work whenever and as much as you want 🎯 Simple requirements – start earning right away 💎 Boost your career and income by teaching students worldwide!