You, the provider, will be offering such valuables as time, help, classes, and diplomas to prospective students in exchange for their time and commitment. Adult basic education, English for speakers of other languages, high school equivalency instruction, and volunteer tutoring are all examples of the types of services you will be exchanging.

Whether prospective students are willing to participate in this exchange process depends a great deal upon the extent to which you are able to "sell" your adult literacy service to them in a message that they can hear or receive. Remember they are not necessarily anxious to change behavior or to receive new and sometimes threatening information.

For clues on how to break through the defenses of prospective students, it is useful to look at some lessons we have learned from the health promotion experience which, though long and arduous, has begun to pay off in changed behavior and improved health status. Decreases in the number of smokers and more careful consumption of red meat and dairy products speak to their successes. According to that body of literature:

1. Exposure to the message must be assured through careful consideration of target group characteristics.

2. Attention to the message must be assured through the use of appropriate media, communication, and message content.

3. Acceptance of a message is aided by:

   1. a credible source
   2. concise and simple content
   3. motivation, arousal and entertainment value
   4. repetition

   5. social/interpersonal support

4. The probability of behavior change is enhanced by message strategies that provide explicit instruction for change.

5. The probability that behavior change will be lasting is improved when a socially supportive environment reinforces change.

If you are able to "sell" literacy to prospective students (i.e., you fashion the message in a manner that is heard), the exchange transaction is successful. And the students exchange their time and commitment — precious commodities deserving of great care!