After spending countless hours working out what makes a tutor excellent, as a team, we turned our focus to how to market these inspiring individuals. Andrew Ground, co-founder and CEO, realised there are five key components that any tutor should master to effectively market themselves.
He created the simple, and rather elegant, SPARK Marketing Model for tutors.
S - STORY. In order to be successful as a tutor, you must understand your story. This is not only how you started as a tutor, but also what you stand for and why you are passionate about what you do. Tutors who can effectively communicate this to parents appear more professional and are likely to come across as individuals who will inspire their children to learn.
P - PROOF. A vital part of communicating excellence is evidence. This is how parents know they’re getting value and are confident trusting you. Tutors who are willing to share success stories (whilst respecting client privacy) are far more attractive to prospective clients. Share what you’ve learnt through your tutoring, and demonstrate to prospective clients that you’re the right person for the job. Reviews, referrals and references are useful tools in helping you stand out from the crowd.
A - AUDIENCE. A key skill for any educator is an understanding of their students — empathy and compassion are vital traits. It is important to tap into the motivations of your students, however, it is also important to be able to communicate effectively to parents. Ask prospective clients what they’re hoping to achieve, and consider their concerns and wishes.
R - RESPONSIVENESS. Being able to read the motivations and concerns of both parents and children are important, but you should also respond effectively to these. A great tutor will show a willingness to receive feedback, and act on it. Great teachers are often great learners too, constantly striving to be better at what they do. When speaking to a parent for the first time it is often useful to relay anecdotes, times where you’ve shown this trait in the past.
K - KNOWLEDGE. Great educators love sharing their knowledge, and this is obvious to parents within a few minutes of talking to you (or reading your profile). Tutors who regularly post blogs, create video content and distribute free resources tend to stand out from those who don’t. By taking the time to spread their light, and share their passion for their subject, they are far more catch the eye of a prospective client.
Remember: it’s not just about being good at your job, it’s about showing that you’re good at your job. Whether you are creating an online profile or meeting a family for the first time, make sure you are clear on your story, present proof that you can do what you say you can do, you understand of their needs and will be responsive to these. Lastly, make sure you present yourself as someone who is constantly willing to learn and share your own knowledge.
Good luck, and I hope you’ve found this helpful.
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