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Academic Language and Learning (ALL) Advisers are very often in the position of building students’ confidence in their ability to study; indeed, this may even be a core business of what we do. This role can be clarified through a clear understanding of what academic self-efficacy is and how to develop it. This article reviews the literature on academic self-efficacy before giving clear and concrete suggestions for how these insights may be applied to the practice of ALL Advisers. This is a step towards articulating the approach of the ALL “community of practice”.