I try to impress upon the men that this is a sport, just like any other they may have played in the past. I believe Gene Kelly used that method as well, and even had video examples of how certain dance moves related to similar moves in other sports.
I have found it to be a pretty good way to get the men a little more interested in learning. For the most part, I have to say that the men at our dance studio are quite good about wanting to learn. But I agree that many, over the years, are in it for only that short eight-week session to appease their wives or girl friends for a short time.
On the topic of actually using your brains to learn and remember steps and what they should be called, here's a good one to share: I was once doing a group lesson and one of the men was showing a bit of disdain and disinterest. He even stopped and walked off the floor. I asked him what the problem was and he said, "I don't want to have to think when I'm dancing."
So I asked him what sport he played in the past, and he said hockey. So I asked, "Wouldn't you say you had to think to play that game properly?" And he said, "No, because as soon as you start to think, you get hurt."
So I knew then that I was dealing with a guy who maybe hit his head on the ice a few too many times or something. I felt bad for his wife, who really wanted to learn the dance.
Her husband figured out a dumb way to cover up his inability to do a sequence of steps properly as well as remember what to call it. Or, as one might surmise, actually think about what he was trying to do while he was trying to do it.