For the sake of brevity though, I will focus on the top three buzzwords that are popular with virtual schools:
School A: Each student receives individualized instruction. (Bold intended)
School B: . . ., we deliver individualized instruction for each and every student.
School C: . . . utilizing highly trained and committed staff to individualize educational strategies . . .
Merriam-Webster definition of Individualize
to change (something) so that it fits each person's needs
School A: Customized Learning Programs (heading)
School B: Individualized learning plan, customized to each student (double use here)
School C: . . . our students enjoy a customized education that is second to none.
Merriam-Webster definition of Customize
to change (something) in order to fit the needs of a person or business
Merriam-Webster definition of Personalize
to change or design (something) for a particular person
School A: Meet some of our students to see what they accomplish when given the flexibility . . .
School B: Learn how our flexible approach . . .
School C: For each student who needs greater flexibility . . .
Merriam-Webster definition of Flexible
So, what is the point of all of this? The point is -- do their actions (and others not mentioned here) match their words? The attrition rates at virtual schools causes me to wonder if these are merely words without actions to support them.
And yet, new virtual schools will launch this year, and produce marketing speak on "individualize", "customize/personalize," and "flexibility." Then they will hope for different results than their predecessors.
If you are launching a virtual school and want to have a "purple cow" as Seth Godin describes it, I encourage you, even implore you to carve a new path. Try building a program that authentically meets the definition of each of these buzzwords, then avoid using them in your marketing language.
If your school truly offers students an individualized, customized, personalized, and flexible learning experience, your customers will let others know about it. You won't have to.