We are drawn to things that are unexpected, different, and new. Novelty is something that differentiates something from others similar to it. Our society is drawn to “the latest and greatest.” Likewise, the old and common tends to turn us off. As a language provider, you may find it difficult to imagine how you can incorporate newness into your brand. However, changes do not have to be sweeping and broad. Subtle differences in your approach, selling strategy, and marketing design are enough to trigger feelings of interest in your target just by the simple “newness” of the experience. It is fun to discover and explore things that are new and different. So give your clients that opportunity, and you will find their interest in your brand piqued.