How to Attract More Students with Scroll-Stopping Copy

Have you listened to our 'Get More Students' Podcast?

Below you'll find our discussion on How to Attract More Students with Scroll-Stopping Copy

We talk about:

  • Why creating compelling copy is so important for your business
  • How to avoid common pitfalls in writing ads or marketing copy
  • Advice on strategies on how to write high-converting copy



How to Attract More Students with Scroll-Stopping Copy

Alex: Hey! welcome to another episode of the Get More Students podcast! I’m your co-host Alex Asher and CEO of LearnCube.

Herbert: And I'm Herbert Gerzer, founder of herbertgerzer.com.

Alex: Today we are going to focus on a pretty exciting topic. How to attract more students with scroll-stopping copies. I love why we're talking about this topic because every language school and tutoring company needs to nail...First of all, their advertising and promotional copy. It's definitely hard for me. What to write? How do I create a hook? How do I create a great headline? I’m really worried about getting it wrong or being too salesy. I know this from my own experience because I have to write my own copies for LearnCube and actually I find it really difficult.

Just to give you a bit of background, LearnCube specializes in helping online language schools and tutoring businesses to grow with our virtual classroom and our online school solutions. When we have to create copy for our own marketing, I actually find it so hard sometimes. I definitely need to ask Herbert, who is an expert on this. He writes ad copy not just for himself and for his digital marketing agency, but literally on behalf of hundreds of language schools and education businesses.

That's why I’m so excited about this conversation, not because I’m an expert, but because Herbert is and this is his craft. Herbert, I’m really excited to learn more during this session. 

Herbert: Me too. I love this topic, Alex. I think it is something that is not on a lot of people's radar. People might not think it's very important what you write in the body of an ad. But it really can make the difference between someone just gleaning over and continuing scrolling, or actually taking in your message and clicking on your ad, which of course is the goal.

Alex: Yeah, I think also, even just in my own experience, it's quite easy when you're starting out to feel like you're making progress with advertising just by the number of impressions. There's always a vanity metric that one of the platforms is willing to tell you about, that makes you feel somewhat good about your advertising. 

But it's not just about "Yeah, I got my brand or my message in front of another person." The whole idea is you're wanting to get some kind of response, and I think that's what we're going to be talking about today as well Herbert. 

Herbert: Exactly, that’s the difference between just general brand advertising versus direct response advertising, and really the goal of copywriting. It is an art form. It really is crafting words for the sole purpose of conversion, getting people to take a specific action, the action that you want them to take. We're not going to talk about brand awareness to get in front of the most eyeballs. A lot of companies spend millions of dollars to do that, but we assume you want to get the most bang for your buck in terms of ad spending. Creating compelling copies can really make you stand out from the pack and get users' eyeballs onto your school. 

Alex: That's it, and also speaking from somebody that's made a bit of a hash of it myself on many occasions. What do people get wrong when they're doing ad copy? What are the things that we forget? 

Herbert: A lot of people forget to put themselves in their customers' shoes. They think about themselves or their company, their school, and how amazing their school is, how great their teachers are, which is all good and you should include that at one of the stages of the copy. But you really need to know what is pushing your target audience's pain points, what are their desires, what are their end goals, what are they looking for in a language course, or a tutoring company. Include that in your copy especially at the beginning to capture their attention. 

Alex: That's it. What you've told us, first of all, is many just start with a very superficial view of what a student would want or what a customer would want, which often just reflects what they want as a school or a tutoring agency, rather than what's the outcome that the student's really looking for. It's a lot deeper than just "hey they're trying to learn, I offer learning opportunities, here we go."

Herbert: Exactly, and I see ads from education companies every single day, and usually, they're using quite a short ad copy. Maybe one sentence or two or three sentences max. Basically, they go like 'We have the best teachers, enroll in our courses!' That's it. 

If you're thinking about impressions, you're like "I need to sell, I need to sell, you need to enroll in our language courses because they're the best." But you're providing no proof or backup. you're not telling a story about why your courses are so highly rated. That's where you can really dive into the emotional side of people's decision-making and grab their intention.

Alex: One thing I was just thinking there is a difference. You will write different ads and have different options depending on what platform and what purpose you're doing your ads for. Herbert, if I’m not mistaken, we're going to be talking particularly about writing a copy for a Facebook ad or something where you can do longer copy, rather than a Google search ad where you are very limited by characters and therefore a short copy might be your only option. You might have some ideas on it, is that right?

Herbert: Absolutely, that's why at our agency, we love working with Facebook and Instagram in terms of getting that awareness from people who have not heard about your school or your company before. You have the ability and the creative freedom to write basically as many words as you want in that copy.

Alex: Okay, we're going to be assuming that we've got no limitation of characters and we can give this a good go. A couple of things that we've got wrong or now we know that must be mistakes or things to look out for: Not putting yourself in the customer's shoes, using short copy, not being very emotive.

What else can you tell us about the things that people maybe forget or get wrong?

Herbert: Using complicated or technical words in your copy. Maybe you're describing a course or your teaching method, but you've got to be careful not to use complicated, difficult words for people to understand, and also not using those types of words in long blocks of text, which are very hard to scan. You want to use easy, simple words in short sentences so it is much easier to read.

You also want to make sure you distinguish between the features and benefits of your school and your courses. I think a lot of people have difficulties when differentiating between one of their benefits and one of their features, Alex. 

And definitely to have the ad copy match with what the user will see and read after they click on your ad. What is on your landing page needs to match with the text in your ad. I guess it's one thing having something that somebody will take an action on, but if it leads to something totally different then they'll never take anything. That's a waste of everybody's time and money.

Alex: Exactly. You've really set this out for us Herbert. Not putting self in other people's shoes, short copy, it's not emotive, jargon, long blocks of copy, confusing what a feature and benefit is, disjointing or creating almost a bait and switch.

Now I can definitely say I’ve done a lot of these areas, but the good thing is this is something we can all improve.

Herbert: Absolutely, it takes practice. 

Alex: And what I’m excited about is in this next section. You are telling us through what to do, and maybe how to go about even starting building some of these skills. 

Herbert: Let me give you some quick strategies that you can implement to really persuade people to take that action that you want them to take. A great way is in the first line of your ad copy, basically, the hook is to call them out. Maybe you're calling out their problems, maybe you're calling out their desires, and you want to be really specific. 

Not like "Do you want to improve your English?" I mean, everyone wants to improve their English, but "Do you struggle to present sales figures in front of your colleagues?" That's extremely specific and you will only get to that specificity if you know your target audience inside and out, and know what their pain points and desires are.

I just use the question in that hook, and using yes questions is fantastic. Creating that kind of positive effect where the reader or the visitor saying yes to that question in their mind. Every yes is closer to a yes for them to enroll in one of your courses.

Alex: I really like that, and by the way, this is Herbert's tagline: "scroll-stopping copy." The whole idea of this calling out is it's all about me, as a student, as a customer, and as a consumer, it's all about me. So if I’m looking through anything, if I’m watching tv, if I’m on my screen, anything, it's like "Is this relevant to me?" 

So the whole time I’m just actually trying to get rid of noise, "not relevant, not relevant, not real" and you need to call out my biggest problems and desires. If it's a general thing like "yeah I’m learning English." So what? You know it doesn't tell me why I should stop and listen, but as soon as you mention something really specific, my brain's like "oh I need to listen, I need to engage, I need to figure out what else this person has to say." I think that's where all of this comes from. It is that first headline, that first hook, It's all about calling out my problem and desires.

Herbert: Absolutely, and also creating emotion, that's a huge part of it. It doesn't necessarily need to be a positive emotion. You can also play on negative emotions. Fear of missing out, fear of not getting the career promotion because of their language skills, or playing on some of their insecurities. Always positioning your product, your course, your school as the solution to getting them towards their end goals. Again, being really specific about that works extremely well.

Alex: And you're really creating a beautiful contrast there. Actually, I can imagine why you might want to use some of those negative emotions to help identify a pain, help identify the action that needs to take place. If everyone's comfortable, if everyone's just happy doing their thing, then there's no reason to stop and no reason to change. Sometimes maybe those negative emotions, if they're done very well and show a strong solution, a positive emotion that can contrast with that, then it can be really effective.

Do you actually have any examples of that? And let's use language education as an example.

Herbert: Sure. In creating more of a, not necessarily negative, but more of a controversial emotion like: “You've been learning English the wrong way.” That's like "Oh okay, which way is that?" That's something that really captures people's attention and then obviously in continuing in the ad copy, you would call out the ways that people have been learning up to now. Whether or not they're the right way to learn that's up to you. For example, you've been learning through e-language apps that really don't get you anywhere, you don't get to practice your speaking skills and maybe you've tried out this and this platform and you're not satisfied with the teachers there.

You're building up that "Oh yeah, actually, I’ve had that experience before, that hasn't been a good experience, so tell me how I can improve that," and then further down the copy, you would introduce your solution, your school, your offer to solve all their problems.

Alex: And it's good as well because you realize the more I’m reading, the more I’m thinking, kind of going back to your yes things, “oh wow this person really understands me, I need to know who this person is.” The longer I’m reading a story that fits my profile, I’m like "oh wow, so you're actually made for me, not for the general language learner, or the general add-your-subject-here tutoring service." That's very good. 

So tell us more. We've talked about calling out problems and desires, writing long copy, and I think you kind of discussed creating that emotion, using that hook. Tell us more about what are the other kinds of strategies that we can use to persuade more people to take action.

Herbert: Absolutely, again, being descriptive and using more descriptive words, and not always the words that everyone else uses. For example, a word like 'exciting,' you might use 'thrilling' instead. You could use the word 'boring,' or you could use something like 'mind-numbing.' These are all more descriptive words that evoke emotion in action. Get out your thesaurus and come up with other emotive words. Again, using short, simple words. You should really write how you speak. It should be casual, conversational, and really at an easy level in order to capture everyone's attention. 

Alex: Also, presenting your benefits and solutions. I have a good exercise with that because a lot of language schools and tutoring companies struggle to distinguish between features and benefits. A feature might be, for example, native-speaking teachers, and let's face it, most language schools have native-speaking teachers. But why is this feature notable? You can learn the real language that people speak every day. They're about bringing both language skills but also cultural understanding.

Herbert: Exactly, and then you have to ask yourself, what is this pain point, the core pain point this problem solves. Maybe it's feeling embarrassed or misunderstood in certain situations, and why does your potential customer need this? Maybe it's to build their confidence in speaking the language. So really, the benefit of having native-speaking teachers is getting more confidence in everyday situations when you communicate.

Alex: These are the sorts of exercises you can do in order to really make your ads stand out from the sea of ads that are quite the same. I’m just wondering if there are, this is kind of just coming off the top of my head here Herbert, but it feels like maybe just asking the same question lots of times to get to an answer.

Herbert: Asking why do I care. Yeah exactly!

Alex: Maybe can we go through that very briefly, I think you've already said the things, but if I was like “we have native teachers” and why do I care?

Herbert: Because they can teach the real language that people use. 

Alex: And why do I care about the real language that people use?

Herbert: Because you want to fit in in those situations. 

Alex: Why do I want to fit in in those situations?

Herbert: Because you want to build your confidence. 

Alex: I don't think we've nailed it there, but you can see, just asking those three questions can sometimes help you if you're feeling a bit blocked. See if you can get to a point where you're like "ah okay, that's the emotional part of why." The critical thing is the emotion that you're trying to get into.

Herbert: Great! Other things, of course, include student testimonials or student stories. Again, people want to see other people like them who have gone through that transformation. It's very simple to create a story about one of your current or past students. It can be one of the most effective ways of marketing. 

Of course, like anything, practice makes perfect, so write as many headlines and ad copy as possible and test test test. 

Alex: I like that, Herbert. In fact, one other kind of practical tip I would give is to test and run it by other people. I think one of the things that I’ve definitely been guilty of is I spend all this time working in my head trying to create an ad copy, and then I’m putting it straight out there. You really need some other human beings to ask "Hey, out of these three that I think are the strongest, what do you think?" And you could ask any layperson, and they should be able to give you a pretty good indication.

I also want to give some tips in terms of where to get inspiration from. We've talked about some strategies on how to write, but still, people need something in front of them, and I think in terms of headlines, the best headlines you will find are in magazines like Cosmopolitan, in the Daily Mail, tabloids. Those are expert copywriters there because they sell the story in the headline. I can't stress that enough. You'll get some fantastic inspirational ideas from magazines and publications like that.

They're always, these tabloids, you want to click them. They're cheap and free, that's what they sell. 

Herbert: They sell the sizzle.

Alex: Exactly, so one actual final thing. I don't know if we spent enough time on it, but I think what’s super important is that you have to have just one specific call to action when you're doing a copy. I’ve definitely (a) been guilty of it, and (b) see other people be guilty of trying to do too much in one ad.

There is one ad, there is one call to action, and everything leads to that. And the headline, you should be able to say “hey, I got it, I was drawn to this particular thing, and the call to action is so clear about what I need to do to be able to solve that pain, deal with that emotion, and get that thing that I want.”

Herbert: Absolutely.

Alex: We've dealt with the things that we maybe get wrong and the things that we do right in terms of these strategies. They are calling out the user's problems and desires, making the ads all about them, writing long copy, creating emotion, using a hook, using short simple words, presenting the benefits and solutions, having one specific call to action. Then you also provided some simple strategies as well, like using yes questions, using student testimonials, and of course, practice practice practice.

You've definitely inspired me. Thank you so much for that!

Herbert: Very welcome. 

Alex: Thank you so much for listening to another episode of the Get More Students podcast. You can find more podcasts on our website. The goal of this podcast is to give you insights, inspiration, and motivation, particularly for those owners and marketing managers of language schools and tutoring companies.

In this episode, we've really dug into how to craft scroll-stopping copy, and if you'd like to get more, subscribe now to the podcast and get more students for your organization. 

Thanks very much and see you next time!

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LearnCube & the TPAPT Summer Virtual Conference 2021

 


The Association of Test Preparation, Admissions, and Private Tutoring is hosting their 7th Annual Professional Development Conference.

The TPAPT Summer Virtual Conference 2021


Who is this for? Solopreneurs, tutoring owner-operators, IECs, and Test Prep professionals.

When is it? Thursday July 22nd and Friday 23rd 2021

Who is speaking? Find the full schedule here

How is it delivered? Online

How much is a ticket? Choose just the sessions you want or the full conference pass.

How is LearnCube involved? LearnCube's CEO is running an online marketing masterclass focused on getting your marketing into shape. 

By the end of the workshop you will feel confident about your target market, equipped with proven strategies to try and excited about putting ideas into action.

What are the main themes?  There will be practical takeaways related to Staffing, Operating, and Marketing a local test prep, tutoring, or college admissions advising practice. Having said all of that, a major theme at this year’s conference will be Test Optional Admissions (TOA). As in the past, we will have a pro-test optional presentation and an anti-test optional presentation (and maybe even a scholarly debate). Regardless of your personal feelings toward TOA, these sessions will be data-based to help you draw your own inferences and adapt your local business practices appropriately.

Register now.



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How to Market Your Language Courses (B2B)


Below you'll find Herbert & I discussing how to market your language courses.

Think of this as your guide to networking and pitching your courses to other businesses. 


How to Market Your Corporate Language Courses

Alex: Hey! Welcome to another episode of the 'Get More Students' Podcast. I'm your co-host Alex Asher and I'm joined by Herbert Gitzer today. We're focused on how to market B2B. This is really focusing on the language learning market, and Herbert and I are talking about this topic because we've seen organizations struggle with this very problem: How to successfully market and sell B2B.

B2B is so different from B2C, and I’m exposed to this because I run LearnCube. We specialize in helping online language schools and tutoring businesses to scale their business with our virtual classroom and online school solutions. LearnCube is so exposed because we work a lot with these corporate language companies, including Kern Training and Babble B2B, so we really have a lot of exposure to what works and what doesn't.

Herbert, you've also got a lot of exposure to this and see it from both sides.

Herbert: Through my advertising agency, we help a lot of language schools and education businesses get more leads and enrol more students in their courses with paid ads. We're always trying to find solutions for schools that target B2B, selling language courses to companies. I love this segment, so I'm excited to talk about it today!

Alex: That's how I feel about it too. Let's start off with the first idea, right? Let's make sure that we've got the right people listening in the room here, so let's differentiate between B2B and B2C. Tell me your quick definition Herbert.

Herbert: B2C is basically selling directly to the student who is going to take the language course or take tutoring lessons. B2B is selling those services to a company. Usually, it is the HR department or maybe the learning and development department that organizes these training sessions for their employees.

Alex: That's it! Usually the student or the parents pay for B2C and otherwise it's usually the company that is paying for B2B. So the buyer is incredibly different, and they require different things in so many different areas and that's what we're really going to unpick today. 

But one thing just to provide some context to this, and this will change depending on when you hear this, but certainly, B2B was a market that everyone had picked to be devastated by COVID 19. A lot of people look back at the 2008 crisis. What was kind of surprising is actually, at least at this point in time, we're not seeing that sort of mass devastation to budgets, and actually a lot of those porous budgets are now being reactivated. What's the most important is that one of the biggest changes to this market is the fact that people haven't gone back to the office, by and large, almost across most countries. Even the ones that are going back, most of them are only going back a couple of days. That has huge repercussions to corporate language training, because the idea of going into an office, for one, may be unwelcomed, and two, may be massively disrupted by when different employees are actually in.

When you're not too sure if the student's are going to be in the office or not, it's very hard to arrange an appointment to be there. That's where online language training can make a big difference, and it's an area that Herbert and I hopefully have some valuable information for you on.

One of the things that I think is clear is that this is an opportunity for now and for the future. It's an opportunity for small businesses and it's an opportunity for large businesses, but it does depend on how you want to target it. 

So let's look at this first part of the process. We're going to focus particularly in this section on how B2B impacts how you market and how you attract people to your service or your company. That buyer is typically an HR person, maybe not the entire buyer, but in the end, there's going to be a decision-maker. In a smaller business, it might be the CEO or somebody in the executive table, anyone that has the ability to have a budget that they can get signed off on. For a larger business, the larger you go the more likely it's going to be ticked off by HR as part of their compliance. They want to ensure that employees are progressing in the skills that they need for their roles.

The first big question is how do we find these buyers and where do they hang out?

Herbert: You want to know where these HR managers and training and development managers are hanging out so you can connect with them. A really great platform is of course LinkedIn, which was made for job-finding and recruitment. Social media platforms and online platforms should be an area that you should be focusing a lot of your time on if you want to market your courses to your segment of the market.

Alex: One of the questions I had for you, Herbert, was what are some of the other places that they might be aside from LinkedIn?

Herbert: There are also professional training and development conferences and events. It's different for every market for every country, so you want to look out for that and try and attend them as a service provider. Companies are always looking out for new and improved ways of servicing their employees, to get better employee retention or satisfaction. You definitely want to be present where these HR managers are congregating through networking, through your local organizations, and getting the word out there through traditional means as well. That might be newspapers and brochures, but Google as well.

If an HR manager is looking for a very specific course, let's say a legal English course for their legal department. If you spend enough time improving your SEO and your website content, or if you run Google Ads then you will also pop up into their search results. That’s why being able to hang out where they are is a key factor. 

Afterwards, what can we do to signal that we're the company for them? How can we signal to them that we're the one that's going to deliver the best language course or service for their needs? Let’s take LinkedIn as an example since this is a great platform and a free way to connect with those decision-makers. 

I recommend, at the start, to do it organically without paid ads, and that requires you to optimize your LinkedIn profile. Make a landing page, like an in-between between your real website and a business card. You want to have a clear and friendly profile photo. Have a banner that clearly defines what you do and what you offer. Your summary should be about your customers' pain points, their needs, and how your company offers a solution to them. Usually, a lot of people write in that little blurb everything about their university life and what they've accomplished. No one's interested in that. They want to know how you can help them.

Alex: That's totally right. I think it’s an easy trap for people to fall into. To be fair, that's what LinkedIn encourages you to do, which is to treat it like a CV of your life. Actually, if you're using it from a business perspective and you want to see a long-term future, and you’re doing B2B, you need to change from being “this is my CV” to being “this is the experience that is relevant to you.” You want your connections to say “yes this person would totally get me, look at all these interesting things that they're doing. I haven't had to go to their website at all. it's all on their LinkedIn page.”

You could put articles that really articulate the way that you deliver your education. All of those things give a quick indicator of whether you’re the right person for their business. Especially in this segment of the market, you really need to build trust as quickly as possible by posting often, regularly about topics that are related to their companies’ employees. Maybe the problems that they have in terms of acquiring a language affects productivity at the company. You should be writing about that and making yourself the authority figure in that B2B space.

One other way I kind of think about it, Herbert, is just as when you meet somebody in person, we start echoing each other. You're trying to get on the same wavelength. And how do we do that? We start talking about things that we're both interested in. We start talking in the same language for example. Herbert, if you were very formal, I would try to match that formality. Or you might notice my informality and change yours, but eventually, we'd find an equilibrium. Everyone's looking for that in an in-person experience. 

It's the same online. Your LinkedIn should help you get on the same wavelength with the viewer as fast as possible. So are you using the same lingo that they're using? Do you say human resources manager, or just say HR managers? simple clues like that give, like a cookie crumb between you and them, that allows you to feel that sense of trust. The whole point is if you're looking at your profile, it's like, "yep, this is a profile I should be on." it's not like "Ah damn, called out again, another thing that's completely irrelevant to me."  

That seems a good segue to go onto the next part. Herbert, How do you use LinkedIn? Not just as a "hopefully they'll come and find me," but how do we use that to reach out to people?

Herbert: You can use LinkedIn very effectively to reach out to these decision-makers, simply by searching for them. Search for hr managers in your city or in your area, and identifying the companies that you'd like to target, whether that be small to medium-sized businesses or larger corporations.

Then comes connecting with them, and what I mean by connecting is not sending them a message or an InMail saying “oh, we are a B2B language school, we offer this and this and this. Would you like to buy our language courses?” No. You need to build an authentic relationship by connecting with them and building rapport. 

Alex: That's totally right because on that link, you wouldn't do that to somebody that was sitting across from you on the table. You wouldn't just suddenly interrupt and say “Hey, here's my business card this is what I do, see ya.” You would hopefully go over to that person and say “Hey, there's obviously something here that's really interesting for us to talk about, it might not be the right time now but there will be a time where we should connect.”

The second thing is, I've personally found using LinkedIn InMails dubiously effective. Unless there's something really present there I haven't found them that useful, but connections are absolutely the starting point. It gives you ongoing visibility to them and them getting ongoing visibility to you, so even when you're not directly talking to them you're building that trust and that connection. So when you do send that eventual sale message in LinkedIn, there's now trust. You're no longer such a stranger and there's an ability to even consider what you might be offering.

Herbert: You've got some great tips here. So we've searched, we've now found a whole bunch of different clientele. I don't think we mentioned it specifically but there are paid features in LinkedIn, including sales navigator, where you pay for it. I actually think it's quite well worth it, particularly if this is the space you want to operate in. 

Alex: Yeah good investment. Totally, because then you can really target the kinds of customers that you want to. You then reach out to them with a connection message. 

What does that connection message look like and then what happens afterwards? Herbert?

Herbert: The connection message needs to be very non-threatening. Just "Hi you know I saw that you were in the city that you're both in," or "oh you're also in this space, you're also working here, I hear great things about the company, it'd be great to connect." You're not asking for anything, you're not pushing anything you just want to connect, and then once they accept your connection request then it's time to engage in conflict conversation with them. 

Usually, asking a question is a very good way to spark up a conversation. "Oh, I saw that a B2C company is doing this in this industry. I was wondering, are your employees faced with challenges when speaking in English, German, Spanish, etc,” whatever that is. It's still non-threatening but you are qualifying them and extracting some information from them so you can continue that conversation.

Alex: Do you have any good examples of hook questions that are both effective and authentic? 

Herbert: Usually it would have to be about the training of their employees: What kind of pain points their employees have in terms of productivity, or are they struggling with something. Again, we're not trying to sell in the first message. We're extracting information that will allow us to infer the messages, offer them something that they would be interested in.

Alex: One question that I’ve used before and I think it could be relevant too is also with those events and those conferences. It's just a simple one like "Hey are you going to this conference?"

It has been great to me because it gives you a venue. The great thing about it is they're either going to it, fantastic, in which case maybe you can meet in person or online. Or if they're not they might even tell you as well. Finally, you've got a two-way dialogue and then you can continue that conversation. It's just one example of how you can create curiosity and some kind of interchange between you.

We've talked about this idea of connecting and then a hook message. Herbert, tell us about what happens next, let's assume that we get crickets, nothing happens. We send that first hook message. What's your next advice on either timing or messages that happen beyond that?

Herbert: Just because they don't respond to the first message doesn't mean you've lost them. You should definitely follow up. Be persistent but don't be spammy or annoying, space out your messages. People are busy, they might not even get your first message. So space your messages out over several weeks. Again, making them hyper-personalized, looking through their profile, making sure you're pointing to things that are in their profile, commonalities. 

Alex: I really love that point, but the essence of this as well is that with B2B, you are really at that stage of account-based marketing. That means that you have a bunch of targeted accounts that you're looking for, and you almost have a strategy for each one of those, or at least a process. 

There'll be a high-level kind of strategy, which might be: these are the things that I'm posting. It's about showing them on the same wavelength. It's about showing that I'm present in their markets and I'm engaged, and it could include content that's just relevant to them in general. So not necessarily to language learning, but actually to the particular industry that those accounts are in. 

Then the next level down is particularly on their same role and same industry, and then the next tier down is even more personalized: I'm looking at their profile, I'm seeing what they're posting, and I'm engaging right back with them. They might also be posting, which is a great way for you to hit the tennis ball back and say “Hey, I'm here too!”. A simple like and a comment can be all the difference between effective and very effective. It could just be echoing what they're saying, not being smarmy or, you know, unrealistic or spammy. 

Alex: Authentic 

Herbert: Yeah, in a way that is like “I'm also here and I'm listening to you too,” and that gives that sense of reciprocity.

Afterwards, you really need to have the next part. This then moves from marketing, which is how people know about you, to the sales process, which is how the people actually go from knowing about you to going down a process that might lead to your company delivering that experience. Account-based marketing, that means you need to know what market you're going for, which means not every business. If you haven't heard our episode on how to choose a niche, definitely listen to it, and it's just as relevant for the B2B space. 

Alex:  Before we go into our next section, which is going to look at how B2B impacts the sales process and the delivery process. What are the different ways you can break down that B2B space, in your view Herbert?

Herbert: Obviously by geography. Focus on businesses in your region or city. you could also focus on businesses or industries that you have an affinity to. For example, if you were a sales manager in a previous life, then it might make sense to focus on sales teams at companies or sales-based companies. The limits are endless. 

Alex: That's right. Geography is one major segment, and we sort of talked about this in our previous conversation about niches. If our geography goes up in terms of broadness, then our speciality needs to narrow. We need to get much clearer, and it just opens up all these wonderful opportunities. You could literally just piggyback niches you’re already familiar with. Every job training has a language segment. They're really great opportunities. 

With that in mind, let's talk about what that sales process looks like when you're focused on B2B and how it impacts the way we market. Marketing and sales can work very closely in this B2B market. Tell me about that Herbert!

Herbert: It's a different beast, B2B. The lead times and the sales cycles in B2B are long, they can be anywhere from a month, two months, to years. From the first contact to that customer actually starting a course, so you've got to keep that in mind. If you're looking for a quick win then it's probably not on for you, but that affects a lot of things as well.

Alex: That's right, the sales cycle is going to be much longer, and so you need to have different expectations about how long things are going to take, and marketing spending. You're going to need to think about budgets of course, obviously. Big companies may not actually have a bigger budget necessarily per employee, but they have very different ways that you're going to have to approach them.

There are some key things that are really important to remember. Your image and brand is going to have to echo fairly closely to the organization that you're wanting to go for. If your brand is super casual, and actually has lots of kids, and it's very family-oriented and sort of upbeat, it's not going to gel with somebody that's highly corporate. You might need to go for the smaller, medium-sized businesses rather than those large businesses.

Actually, the size of the business can have one of the biggest impacts on the B2B sale and delivery process, because it massively magnifies a number of areas. One is your lead time, two is the level of security and compliance, and three is probably also online school reporting. There may be some other areas there.

Did you have anything else in mind Herbert?

Herbert: Yeah, obviously communication structure. These larger companies assume that you have a CRM and an LMS, so the bigger you go, the more developed your online classroom and online school systems need to be. It might be, in the first instance, good to target small to medium-sized businesses that can make a quick decision and then at least you can get started and then grow from there.

Alex: I think that's a really important tip, is to know which part of the market you're going for, what size of the company, who are the buyers. The smaller you go, the more likely you're going to have the decision-makers likely to be the CEO or the general manager, they may not even have an HR manager at all. It's only once you get to a certain scale that you're talking to an HR manager. All of these things should fit into your marketing matrix, and all your messaging and all your branding need to hit that home run each time. 

Any last comment for the listeners here today, Herbert, before we finish up?

Herbert: I love the B2B segment, so I'm all for it. I think once you've established these relationships, you've nurtured them, and you've signed on a few clients, then those relationships can last for years, and turn over a lot more than just one single student. There is a big-time investment involved, but it pays off in the long run. 

On my side, my big tip would just be to really focus on whatever your niche is because it means that it's much much stronger and easier for other target customers to see why it would totally make sense to be working with you. If you've got a real pick and mix of different organizations with all sorts of different reasons to work with you, it makes it much harder for somebody to go "oh yeah I can see the dots there."

Alex: Thank you all for listening in. Herbert and I always actually love these conversations, so thanks very much for making this a success. We also have a bit of fun doing it at the same time.


Have you listened to our Get More Students podcast?

We provide marketing insights, ideas and motivation to tutoring & language companies so they can grow their business.

Tell other people about it because we would love this to be bigger than just a podcast, maybe also a community that gathers momentum. 

So hit that subscribe button so that you hear an episode from us each week, and we'll have a lot more for you next time. Thanks again!

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Bullet-Point Learnings from the Love Tutoring Festival 2021


The Love Tutoring Festival, a celebration of tutoring in all its forms with open discussions, keynote presentations and practical workshops.

There were so many great sessions that we couldn't get to them all but here are just some of the learnings...


Tutoring Towards a Life Worth Living, with Diego Melo.

  • Students often feel a lack of status, lack of certainty, lack of autonomy, lack of relatedness, lack of feeling like anything is fair which is disempowering.
  • Create safety and security
  • Start with a low threat environment
  • Don’t dangle the carrot, feed them the carrot.
  • Don't be afraid to go slow with people.


Maths Anxiety and Dyscalculia: The How and the Why for Tutors, with Judy Brice.

  • Lots of kids have anxiety about learning
  • Anxiety is a barrier to learning
  • There are strategies to reduce anxiety including
  • Making students feel safe, heard by bringing down the content level, not starting with a formal test, give time for students to think, remove time-pressured tasks and introduce gamification.
  • Ideas for using an online whiteboard
    • Create and apply colour code
    • Create cards (image or text) that students can move around
    • Make it multisensory and use lots of visuals.
    • Compliment online with physical activities
    • Recommend or bundle a stylus or tablet.

Marketing Masterclass: How To Get More Students, with Alex Asher.

  • Challenges most tutoring agencies feel when it comes to getting more students: 
    • Competition from other tutoring companies
    • Is everyone's tutoring online these days?
    • Price wars.
  • Best ways to overcome these challenges: 
    • Pick a niche that matches your strengths and specialities. 
      • Don't water down your message. You can expand once you have a firm base of clients but not before.
    • Add value and differentiate yourself.
      • Think personal service, create an exciting and effective experience that fits the needs of your niche, streamline your student scheduling/payments systems with an online tutoring platform, etc
    • Celebrate your uniqueness.
      • Tell your story well and consistently
      • Highlight what different (not just what is better).

NTP Partners & Schools Roundtable, with Jonnie Barnsley, Beatrice Vincent, George McWilliams, Sharon Cawley and Jen Fox.

  • Change in perception of tutoring - now seen as a synergy service to work alongside teachers, schools and parents.
  • See tutoring as a reward, not a chore.
  • Tutors and teachers can work in tandem together as part of the ‘menu’ of different education options we can offer to meet all the different needs of our young people.
  • Working with schools requires breaking down psychological/logistical barriers
  • Putting the parent at the heart of tutoring programmes, especially in schools.
  • Sharon - "It's your responsibility to get through the door the first time. It's our job to make them want to keep coming back". 
  • Make sure the students agree on a next step/milestone.


NTP Partners & Schools Roundtable, with Tom Hooper, James Grant, Scott Kelly, Zac Rawlinson and Vanessa Leach.
  • Not all tutors have to be "qualified tutors"; would not be scalable otherwise.
  • Tutors offer something different to what happens in the task, which is a good thing.
  • However, you need an extra level of care if you are a tutoring service.
  • Tutoring in schools is not just sending tutors in, require a lot of support.
  • Feedback is incredibly important in tutoring.
  • Make tutors feel part of the team, and that they belong, even if they are not employees.
  • Opportunities to integrate tutoring inside the school curriculum and bridge gaps if reporting can go both ways.
  • Diagnose the learning gap with students to maximise the time.
  • Pedagogy is important but so is trust and how to build effective relationships.

Four Ways to Deliver Better Online Classes, with Wilim Abrook (Head of Education & Language Tutors at LearnCube)
  • 1 - Plan flexible, modular sessions
    • Tailor your online session to the student
  • 2 - Think about how you design class materials (whitespace, text size, etc) for your virtual classroom or online learning space.
  • 3 - Collaborate with your students and encourage students to solve their own problems
    • Get out of a "cheaters" mindset - "Teaching our students how to use tools effectively is not cheating".
  • 4 - Feel confident in troubleshooting


How to Build a Tutoring Business in an Increasingly Remote & Digital World, with Fionn Finegan from TutorCruncher

  • Administration system: Cash register, security system, procurement software, one-stop-shop for all admin that would need to do.
  • Get a platform that takes care of everything so the tutor can focus just on that.
  • Streamline your processes
  • Average microbusiness spends 15h a week on administrative systems.
  • Not just about what is my business able to do now, but how will I cater for my clients in the future?
  • Going after a narrow audience well is better than spending lots of money going after a wide range of clients
  • Think about the value proposition that your agency is providing to your tutors as well as your clients

How to Take Your Tutoring Business Global, with Ian Manzie:

  • There is lots of support for UK businesses wanting to export/expand internationally with free advice and grants available from the UK Department of International Trade: International Trade and Investment division.
  • Go to the GREAT.gov.uk website.

This is not the exhaustive list of what was shared during the Love Tutoring Festival so if you attended and would like us to help us gather more, please don't hesitate to pop your bullet points into a short email to [email protected] with the subject line: Add Learnings to LTF Post.

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How to Choose Your Niche to Get More Students



Have you listened to our 'Get More Students' Podcast?


We provide marketing insights, ideas and motivation to tutoring & language companies so they can grow their business.


Below you'll find Herbert & I discussing How to Choose Your Niche.


Alex: Hi, and welcome to the getting more students podcast with myself Alex Asher and Herbert Gerzer. 












































x

Herbert: Hi Alex. 


Alex: Now, we are here talking about a topic very near and dear to our heart. Herbert and I have been doing this, we've been doing Q&A sessions at least for the last year and the number one question we get asked is...


Herbert: What niche do I target? 


Alex: That's it... it comes up every single time. How do I choose my niche, where do I find students? How do I choose which market to go after? It's all the same thing...What niche should I focus on? And what we found particularly is that it's been so relevant because we've had so many language schools go online. But I think the same would be said as well for tutoring companies. All the tutoring companies are relatively similar in that they often are selling a location or skills in a location. Even more so with language schools. So this podcast is going to probably focus a little bit more on the language school perspective rather than tutoring. But, you can get exactly the same lessons out of this podcast. 


Now, tell me in your experience as well Herbert, like we've seen it from a LearnCube perspective, lots of schools kind of, using our software to be able to provide that equalizer I guess, with large competitors. But that's why we started this podcast as well, as we feel that there was a major misalignment with expectations, with language schools, in this case physical language schools, going online. What's been your experience because you're focused on actually providing digital marketing services to these language schools. What were the questions they were asking you? 


Herbert: It's the same questions that we got in the live Q&A calls: what audience to target? And a lot of language schools think, especially physical language schools, all you know, we've been offering English schools destinations, English courses here in London for example. Now, with the move online, we can target the whole world. Anyone is our customer, anyone can take an English course with us, and I've had to have many difficult challenging discussions with language school owners and marketers to say, you know you could target everyone; you could adopt a spray and pray approach. But you're going to waste a lot of money. 


You might catch the odd enrollment here and there, but if you try and target the world, you know, it's a difficult task. 


Alex: That's right. So I think on one side, I'm really encouraged. People are taking the initiative that hey we can really expand our market, but I think it's got to be taken both ways. So yes, my audience can be anywhere, but that means my location is a lot less important. We're going to talk a little bit about that today. This is the main problem that we found, not knowing your niche.


We're going to be talking about why it's really hard to compete with the largest companies effectively on the planet in education. We're going to be talking about how to think about your unique attributes as a company or as an individual. We're going to be talking about how to think about geography and niches, and then we're going to also talk about some practical solutions on how you can kind of take this understanding and win. And hopefully, by the end of this, you will feel really confident that you've made the right choice, and at least gone through the right process. Because sometimes you can feel very debilitating in terms of...Have I chosen the right thing? I think that going through this process should give you enough confidence to really start because also we don't want people to be so stuck with inertia and analysis paralysis that you don't make decisions. You're also going to need to make a call and go for it. 


So let's start with the first one which is why is it so hard to compete with these large players?


Now, we're going to date this slightly because I just saw the news today that Lingoda, one of the largest language schools based in Germany, has just raised something like 57 million euro. 


Herbert: Wow, that's crazy. 


Alex: I have no idea what the valuation is, but in a way it's irrelevant. What's really interesting about that is what is it that they're going to do with that money.


Herbert: I can tell you what they're going to do Alex. You know that 80% of that is going to marketing to capture market share?


Alex: Yeah I mean surely there's going to be some great product improvements. I mean everyone wants to talk about experience, but to be honest, a lot of the time the raises are for marketing spend and trying to find more customers and build exactly their own snowball. So one of the reasons it is so hard to compete with these large players is that you're competing against very large budgets. So if you've only a small budget then somebody can always outspend you. 


A lot of these large organizations and even medium-sized organizations will at least have a fairly accomplished marketing team. So they've got the skills already to really compete very successfully, and sometimes very aggressively with online marketing. And a lot of times they've really figured out their solution, either it's highly scalable; it's at a price point that's very attractive; they've been able to build trust in some way, maybe through their own sort of branding and sort of marketing over years. But online teaching is not something new, a lot of these established players have been teaching and teaching students online for a very long time. 


One of the things I wouldn't mind you mentioning Herbert is, what that means from a marketing perspective because they're also competing on even things like search terms, and how does that make a difference when you're competing with these large players? 


Herbert: Right, I mean, that's why it's so important to define your niche because if you're going for broad search terms like "Learn English online," or "Online English Courses," again, you are competing with a billion million dollar companies that are just pumping ad-spend into Google Ads and Facebook Ads. And of course, the company that pays the most for a click, for an impression is ultimately going to win. So you want to make the most out of your advertising budget. You know you want to actually get leads and conversions from that advertising. So you really need to have this conversation about who are we going to target? Are we going to niche down? Are we going to target a specific country, or a specific course, and then you can really put your marketing dollars and spend them wisely? 


Alex: That makes a lot of sense. So, and again, I think it's really helpful to have that in mind when you're competing because then now you know why it's so important to try and leverage every competitive advantage you have. And we talked a lot about this in our previous Q&A sessions Herbert. What are some of the unique aspects that people can push when it comes to their positioning? 


Herbert: Sure, I mean, you can push your personality. That doesn't necessarily have to mean that you're a one-person business, although that works very well with one-person businesses where you are basically the face of your language school or tutoring company, and people are buying into your experience and your story. That's a very effective way of standing out from the competition. But you know, larger organizations, larger schools can also adopt that "personality approach". Maybe they have a unique way of teaching. They can show the personalities of their teachers via authentic videos, or stories, or live streams and really utilize all the social media tools available to us today to get in touch with potential customers. 


I mean, of course, you can use your experience as one of those USPs, if your school or companies has been around for 20 years, 30 years, you've taught thousands of students from 170 countries from around the world, and you've won awards -- that's a fantastic way of really cutting through all the noise.


Also, thinking about what type of connections you have, whether that be if you have a large student population from a certain country or a certain region. Maybe you have real good strong relationships with agents from a certain country or region? Maybe you, as a one-person language school, or a small language school have a deep connection with a country? Maybe you speak a foreign language, and you know what those foreign speakers need in terms of their language learning goals? So yeah, those are some of the ways that you can really gain a competitive advantage against these big players. 


Alex: I mean, that's exactly the way to think about them. In a way, the big players whenever you even say that, it kind of feels like you're up against an organization -- a faceless experience. So already when you can add your own face or the faces of your teachers, and create a personality, you can find that that's actually a really big competitive advantage because, it's huge, absolutely. 


That's because it separates it from being a commodity. It's not just teaching a language or teaching a subject, it's having an experience. And so again, your experience is going to be another thing that you're going to really want to capitalize on. 


But we're going to just jump into just some really easy frameworks for choosing a market. So let's start off with, maybe something that comes up a lot again in our sessions Herbert, what is a bad way to target?


They generally will say something like this... I can teach anyone in the world. I'm going to teach general English which is what I'm already doing in my physical language school, and we're going to do it exactly the same way. My teachers are fantastic, so I'm going to compete with my great teachers and we're going to be able to take over the world. It's going to be fantastic. I've heard that many times. 


It's almost surprising how often it comes up, which is kind of crazy in itself. So with that example in mind, there are two levers. I almost think of it like a seesaw Herbert. You can choose to go broad on one side of the market but then you have to go narrower on the other side. 


So geography is one of the most obvious ones right. So if I am going to go broad with geography, then I have to go narrow on the speciality. The world is the largest possible geography you can go for. We often hear that schools are "narrowing" their focus by going after Asia. But countries in Asia are no the same.


Herbert: Not at all, goodness. 


Alex: I think if you're going to test marketing in this region. Each country in Asia is incredibly different, and same with Europe, and possibly even the same inside the States themselves. 


Herbert: Yeah. 


Alex: So when you think about it, you can't teach the whole world. So let's focus on something else that's a bit more achievable. You can look at a region, but only if your niche is really small. So you can go really broad in terms of geography if you're going to niche down. You can look at countries, but also within countries... for example, are you going to go after urban or rural places? Are you going to go for particular cities? What are areas, or ways that you feel that you have advantages?


So that's on the geography: region, country, city or even potentially sort of demographic. On the niche side, you might look at language and possibly language mixes. For example, Portuguese or Russians wanting to learn English. Maybe there is a special mix of languages that you can go after. 


Or you could really focus on a business/skills niche like selling English courses to sales people. Selling to accountants. Selling to the tourism bodies. It could be selling to farmers. It could be selling to a whole bunch of different niches or specialities or skills. Even exams and certain programs can be niches in themselves, right Hebert? 


Herbert: Absolutely. I mean, I have some clients that target larger regions. For example, Latin America -- all the Spanish-speaking countries, and they promote pathway programs to study English in Canada. I mean that's quite a niche. I mean the region, the geography isn't very niche. You've got hundreds of millions of people but that particular product or the course that they're offering is, and so that works really well. Another example is an English school in the UK providing or promoting Cambridge exam prep courses to three specific countries: Spain, Italy and France, because they know those students very well. 


Alex: Yeah and again, it comes to like how well do you know those students and in those two examples, it sounds like they really understand their customer base. So then they know where they're going to hang out which makes it much cheaper for them to be able to target those particular customers with their marketing. 


Herbert: Absolutely.


Alex: Interesting. So again, just to summarize that point. Think of geography, and then also think of niches. But again the idea here is that if you go wide on the geography, then you're probably going to need to go very narrow on your niche. Now, what we did want to provide are some really kind of practical tips, so that the people listening in here are going away with something they can really action.


Because sometimes, you can feel very powerless, but hopefully now that you're listening, you have identified some niches that you can really excel in.


Herbert: Absolutely. And I mean kind of the first thing, you know, if you're a new school or an established school, it's kind of looking closer to home. Look at the local and domestic market in your city, or in your country, where you can leverage your established reputation there.


Alex: We were chatting with, you know, a language school in this instance. I remember there was one that was in Italy and was located in a smallish town. We heard that they had been in business for something like 50 years, and had built all of this great rapport with their people in their area area. I mean that was an obvious place for them to go first, because they had something they could really leverage. 


Herbert: I know, but then on the call they, of course, they were like, oh well now we're online, we want to target Asia. They never targeted Asia before, and you know Asia is a huge region, and yeah we talked about maybe narrowing that a little bit. 


Alex: Yeah. 


Herbert: Focusing on Italy, and marketing there. I think they were selling Italian courses to foreign people living in Italy. 


Alex: Yeah, and so again, the geographical region was quite narrow but their offer was quite broad, General English in that particular instance. In the end, you've got to experiment but that was still a case where they needed to focus on their competitive advantage. Starting with your location makes sense because trust factor. A lot of people would actually choose a smaller organization, over a big box company, just for the simple fact that they may feel like they will get more personal attention and they will matter more than a large organization. 


Herbert: I think that's making more of an impact these days. People don't want to be seen as a number. They want that personalized attention. They want a real teacher so that they can make progress. And also the cultural aspects of learning a language which is very difficult to get from software and technology. 


Alex: Yeah absolutely. So starting with that local and domestic market, but then we were also, we were talking a little bit about, so once you've chosen the niche and like how do you go after that, let's also just give a very practical tip on how somebody could use marketing channels to go after a specific local domestic market. How can they do that Herbert? 


Herbert: Right, I mean, if you're looking at Google or Facebook ads, it's very very simple. You know you can basically plonk a pin in the center of the city and choose plus or minus 10 kilometres or 20 kilometres. I mean it's very easy to do that, and local business advertising is usually quite successful. People would rather buy local than you know some foreign-owned billion-dollar company. 


So, Facebook and Google, that's easy to do. You can also try organic ways -- going to Linkedin and connecting with people in your local area. You can go to Facebook groups and join groups that are in your city or your area as well. I know there are a lot of online communities where people congregate. You don't want to be selling or promoting as soon as you enter those groups. You really want to kind of add value, help people out in that group before promoting any courses you have. But they are a fantastic way of getting kind of free leads. You know, it just takes time. 


Alex: It makes a lot of sense, and actually when you were talking about Facebook and Google, I'm pretty sure you can filter by even demography, right. So you can go after particular age groups as well in those areas. 


I mean one of the reasons I bring that up is, even if you're niche, you can totally out-compete the big box education companies by maybe choosing an age group and really going hard on that. So for example, if it's younger people, can you make it just so desirable for young people to join because they're going to have all of these other things that they might really value you know. The kind of content you're going to be talking about is going to be so hip and up to date with that particular demographic.


And then likewise, you may want to serve older people right now who have time on their hands and want to learn that other language. You can really outcompete big box education companies because it's not in their interest to look after a small niche. Their whole job is to try and get as big as they can, which means they have to go for the biggest market in general, at least with their experience. They can't change their experience. They can change their ads, but they can't change the experience. But, if you're a small organization, that's up to you. You can choose exactly how you deliver that experience. 


Herbert: Yeah. I have a client that markets foreign language courses to 50+ year-olds and they're really popular. 


Alex: It makes total sense. 


Herbert: Super niche. 


Alex: Yeah and maybe you're adding community as part of that and because you're going after a particular demographic, it makes it much easier. All your content can be focused on that demographic. So those are all ways that you can find and carve your niche. And also, if you're starting to think hey I've already got some specialities in my back pocket, why don't I use those? That's definitely the kind of thought process that you should be going through. 


We were actually talking and, just to sort of finish up here Herbert, we were talking about a niche and kind of how to think about one. We had one in mind, didn't we? 


Herbert: Yeah. For example, if you were a one-person language school, a smaller language school, but you have had in the past sales experience, it might make sense to create an offer that would be English for salespeople. I mean that's a great little niche to be in. Sales people around the world need English skills -- especially sales people. And creating specific course content for them, and then promoting to them. I mean, you know what salespeople need, it comes across as authentic because you can speak to them in the language that they use, and that can permeate throughout your website, your advertising and your social media. 


Alex: Yeah, and once you know that that's your niche, you can look at what are some online communities that I can join that these sales people all have. Can I go to LinkedIn? Okay now I know it'll look in LinkedIn, can I look for people with sales profiles that maybe aren't from native English-speaking countries? Can I go to conferences - online or in-person - that will have those people? 


You know, and you might even, just even a simple thing you could do is when you're putting together your LinkedIn profile is talk to that niche. In my case, "I'm Alex and I'm from LearnCube, and we deliver online school software and a virtual classroom software." You can still put in your avatar, but then just talk very authentically about the topic. You can join online forums and Facebook groups in the same way. Like maybe, the thing that you tell everybody when you join is like, "Hey, I'm going to talk about the content you're interested in, but also you should know that I'm part of this organization and we teach these specific people, and we do these specific things." 


So there's a lot that you can do once you know what that niche is. But it's actually really hard to do the opposite - and try to market to everyone. It's really hard to think creatively on marketing to the biggest market possible. 


Herbert: Right. Yeah. You've got to leverage any competitive advantage you have especially in this new kind of online learning marketplace. 


Alex: Yeah. That's it. So just to kind of summarize what we've talked about.


We've really talked about how, first of all how so many people are in the same boat. Probably our number one question is, which niche to go after? So if that's you, you're not alone.


Secondly, we really talked a lot about why it's really hard to compete with the larger language companies, or tutoring companies, because you're dealing with budgets, skills, and potentially technology aspects like trust and reputation and solutions that you may not be able to provide in the immediate term. You are then not leveraging any competitive advantage you actually have. So really brainstorm what uniques you have are and really try and find the ones that are the most unique and most valuable to the target audience that you're going after.


When you're choosing that target audience, think either broad region-narrow offer or narrow regision-broad offer. You probably can't go both. You can't do broad-broad. So either go for a really small niche with a large geographic region, or target a small region but broaden your niche. What you don't see in today's age, are many companies winning on both of those spectrums. The other advice we talked about were the practical ways that you can do this using Facebook, Google, and actually many other tools, and not just tools, forums, communities. All of those things open up and become very apparent as to where to go once you've figured out what that niche is. 


And the one bit of advice I would give before I hand it over to Herbert is don't be afraid to just pick one niche to start with. Just by picking one niche doesn't mean that's it forever, and it seems too small to begin with. The point here is to pick one niche certainly at a time. It's very hard to do multiple niches at a time. Herbert, do you have any other last bits of wisdom? 


Herbert: Now that was a very good tip and that's kind of exactly what I wanted to say is: choose a niche, test it, and you are not bound to that niche forever. You know, you can adjust and you can pivot, but you need to get feedback from the marketplace and to see what is resonating with that target audience. 


Alex: Fantastic. So thank you so much for listening to today's Get More Students podcast. We have a podcast ready for you every single week. We're very excited about doing this for you, and I guess what we want to provide insights, inspiration and that real motivation to really kick start your marketing and find success with online tutoring or teaching whatever that may be for you. So make sure you subscribe to this podcast and we look forward to seeing you next time.

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