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188 Create Content That Actually Leads to Clients
In this episode, I explain how tutors and education business owners can use content to attract clients without burnout.
I share why posting more is not the goal. Being intentional with your marketing, choosing the right platforms, and creating content that reflects your values and your offer is what drives real business growth.
We look at how to decide where to show up online based on your audience, their mindset, and what suits your way of working. I also cover how to give your content a clear purpose so it supports marketing, sales, and sustainable growth in your tutoring business.
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Sumantha
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👋🏽 Hello! I'm Sumantha McMahon, and I've supported over 100 tutors and education business owners.
As a teacher 'dropout' turned professional tutor, combined with my 20+ years as a business owner, I'm in it with you! Yes, I'm qualified too :-)
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© 2024 Sumantha McMahon
Transcript
I often talk to my clients about how much focus there is on where to post content, what to write, and how often to post. This matters because it helps with visibility, trains algorithms, and sets expectations for your audience.
Sumantha:But I always remind them not to get hung up on this first. The most important thing comes from what you offer, how good it is, and the experience you give your clients.
Sumantha:Everything you write should be driven by how you work, your values, and how you help people. That is what your content should reflect.
Sumantha:We post content to invite people into our world. When they arrive, there needs to be consistency so they can decide if you are someone they want to work with.
Sumantha:Even though I am focusing on content today, remember that everything is linked. The goal here is getting clients and making sales in a sustainable way.
Sumantha:If this is your first time here, welcome. I am Sumantha McMan, and I help private tutors build more lucrative and sustainable businesses while protecting their time and impact.
Sumantha:Marketing is not your full-time job. It is a means to an end. We want it to be effective without leading to burnout.
Sumantha:Content does not need to be overwhelming, but it does need to be intentional. Social media is shifting, and AI now plays a major role in how platforms decide who sees your content.
Sumantha:Every piece of content trains the platform. This means strategy matters more than simply showing up everywhere.
Sumantha:The first key is choosing your platform wisely. If you do not, you can end up very busy but not seeing results.
Sumantha:Ask yourself where your audience is, what mindset they are in, and what suits your way of working and creating.
Sumantha:Different platforms serve different purposes. LinkedIn is more professionally focused, while Instagram allows for more human storytelling. Context really matters.
Sumantha:You also need to think about format. If you hate video, platforms like YouTube or TikTok may not be the best choice for you.
Sumantha:Consider when your audience consumes content and whether you can show up consistently without burning out.
Sumantha:The second key is being clear on the purpose of your content. It is easy to get eyes on content, but harder to get the right eyes.
Sumantha:Instead of educating in every post, focus more on connection. This shift often leads to more sales.
Sumantha:Keep your content simple. One post, one point. Do not try to cram too much value into a single piece.
Sumantha:The third key is learning a few basic copywriting principles. You do not need to be a professional, but the basics make a big difference.
Sumantha:Use direct address. Speak to “you”. Keep your tone conversational and use the language your clients actually use.
Sumantha:White space matters. Short paragraphs, simple language, and easy scanning help people stay engaged.
Sumantha:Write in your own voice. AI can help, but refining the output so it sounds like you will help you stand out.
Sumantha:Do not overthink your voice. Be yourself. Nothing bad happens if you press post and it is not perfect.
Sumantha:To recap, choose your platforms wisely, be clear on your purpose, and use simple copywriting techniques. Focus on one change at a time and build from there.
