You have already gone through the steps of starting your tutoring business, but now it's time to focus on getting students. You know you need to advertise on social media, but is there anything you need to consider first?
Creating a compelling copy is very important for your business. Every tutoring company that invests in advertising needs to focus on their promotional content - especially how they can make their audience pause and read what you have to say.
It’s not as easy as it sounds. Where do you start? How do you create a hook? How do you write an attention-grabbing headline? How do you avoid sounding too salesy?
People usually focus on what they write in the body of an ad. However, that doesn’t have much value if the readers just scroll past it. The goal is to deliver your message clearly and quickly so they click on your ad, or stop to read more of your content.
The number of people who see your ad, which is referred to as impressions, is fine for brand awareness. But if you want to get the most bang for your buck in terms of ad spending, you should be paying attention to conversion or getting people to take a specific action. Creating attractive copies can make you stand out from the pack and get users to click on your ad.
Common Mistakes in Writing Marketing Material
A lot of people fail to look at their business from their customers’ eyes. Talking about just how awesome your company is useful but that comes after you grab your target customers’ attention.
Another mistake is using really short and salesy sentences. “Want to learn more about this subject, enroll in my courses” or “We have the best teachers, sign up with us” type of marketing is not going to convince your audience. You need to provide proof or tell a story to back up your claim. That’s how you can reach the emotional side of people’s decision-making and get their attention. This is especially important if you are tutoring a niche subject.
Using technical words is also a mistake we see in many ads. You can describe your course material or teaching method, but when you choose complicated words people may not understand and lose interest quickly. People also tend to get distracted if your text is made up of long blocks of text.
Best Strategies to Write High-Converting Copy
One of the best ways to get your audience’s attention is to create a hook. You can do this by asking a “yes” question. Try to ask a question that’s specific to their needs. If your question is too broad, it doesn’t have the same effect. Instead of asking “Do you want to improve your Math?”, try “Are you preparing for Math Olympiad?”. You can get specific if you know your target audience inside and out. Your questions should address their pain points and desires. Identify what they are looking for in a tutoring company, especially in your tutoring market.
When you can get someone to say “yes” to your question, you are creating a positive effect that takes them closer to engaging with your ad.
You can also play on negative emotions. Fear of missing out, having a common concern in the related field, or playing on some of their insecurities. Position your course or your school as the solution to getting them towards their end goals. Being as specific as possible works extremely well.
Negative emotions can be very helpful in identifying pain points. You can create your hook with “You hate Math because you’ve been learning it the wrong way”. It might stir up some negative emotions for your reader but it’ll grab their attention. If this resonates with them, they will want to find out more about what you offer that can solve their problem.
Another good strategy to implement is to use emotive words in your copy. Instead of “exciting”, you might use “thrilling”, instead of “difficult” try “challenging”. Use short and simple words to create causal, conversational text to get your audience’s attention.
One other thing you should have is a dedicated section in your copy where you present your benefits and solutions. When you talk about a benefit, always include why it’s a benefit. Try to describe the solution that benefit brings.
Finally, include student stories and testimonials. People want to see other people like them who have gone through the same situation. Customer testimonials are one of the most effective ways of marketing.
When you apply these strategies to your marketing copy, you will have a clearer message for your target audience. Keep your message and call to action consistent throughout all your ads and landing pages. You will have "converting ads" without having to spend so much on advertising. And when you have so many students sign-up, you are going to need a tutoring management application - like Trakist :)
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