Why Most Parents Aren't Instantly Ready to Buy Your Tutoring Services (and how to reach them)

As a new primary English tutor, you're probably excited to share your expertise.  You might be wondering why your marketing isn't instantly translating into bookings. The truth is, most potential clients aren't ready to buy right now. They're on a journey, and understanding this journey is crucial to effective marketing.

The Client Journey: It's Not a Straight Line

Forget the idea of a direct path from "awareness" to "purchase."  Clients move through stages of awareness, and your marketing needs to adapt to each stage.  This classic model of customer awareness highlights five key stages:

1. Unaware
These parents don't even realize (yet!) their child might be struggling with English. They aren't actively searching for solutions.

2. Problem-Aware:
Parents notice some issues (e.g., difficulty with homework, reluctance to read) but haven't identified the underlying problem or potential solutions.

3. Solution-Aware 
Parents recognize a problem and start researching potential solutions. They are actively looking for ways to improve their child's English skills.

4. Product-Aware
Parents are evaluating different solutions, including tutoring. They're comparing options, considering price, and reviewing testimonials.

5. Most-Aware

Parents know they need a tutor and are actively searching for the best fit. They're ready to make a purchase decision.

Why always selling just doesn't work

Most of your marketing efforts should focus on stages 1-4.  Trying to push a sale on someone who isn't even aware of a problem is like selling a raincoat on a sunny day- it's ineffective. Be reassured that most of your marketing isn't selling. When you do sell, it isn't the hard sell. It's the natural conclusion to the help and support parents have been getting from you all along. They will be grateful that they have the chance to work with you. 

Tailoring Your Marketing to Each Stage

Unaware
Focus on raising awareness of potential literacy challenges subtly. Use engaging content (e.g., articles, social media posts, short videos) that addresses common issues parents might face without directly mentioning tutoring.  Think about questions parents may already have, rather than solutions. Educate, inform and entertain them. 

Problem-Aware
Gently nudge parents toward recognizing the root cause of the problems they're experiencing. Share relatable content highlighting the signs of literacy challenges. Don't overtly push tutoring, but create a sense of support.

Solution-Aware

Provide informative content that compares different literacy support approaches (including tutoring).  Highlight the benefits of personalized learning and professional guidance.

Product-Aware

Now's the time to clearly showcase your unique selling points, pricing, testimonials, and booking process.  Make it easy for parents to understand how you can help.

Most-Aware

For these parents, your marketing should focus on facilitating the final step. Provide clear calls to action (e.g book a free discovery call). Make it easy for them to contact you.

Effective Marketing is a Journey, Too

Remember, marketing isn't a one-off event. It's a long-term strategy focused on nurturing potential clients through each stage of awareness and building lasting relationships. Consistent, valuable content is key.

By understanding the client journey and tailoring your marketing accordingly, you can significantly increase your chances of converting potential clients into paying customers. Stop pushing "buy now" and start guiding them on a journey towards literacy success - and your own tutoring business success!

As well as the marketing module in our connect programme, we spend a lot of our live calls on marketing because the main work you will do in your primary English tutoring business is filling your spots.  

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