MARKETING YOUR TEACHING BUSINESS SERVICE -- THE TEACHER’S RESOURCE FOR USPS – UNIQUENESS – TAG LINES
The Honey Making Lesson —Preface— v
1: MARKETING 1
The Wrigley Story 3
Marketing Is Not Selling —It’s Different 5
Is it marketing or selling? 6
Sales and marketing are essential for freelancers 7
Sales or marketing? Which is more important? 7
Can Marketing Go Wrong? 9
When marketing goes awry 9
Ethical marketing approaches 11
DEFINITION: What is selling? 13
DEFINITION: What is marketing? 15
Three marketing cogs of a teaching business 19
CatchUtellme 19
What is CatchUtellme? 20
How we use CatchUtellme daily 22
Can CatchUtellme go wrong? 23
A parallel example for our teaching service 23
‘Use’ is the crucial factor in marketing 26
How do customers become loyal? 32
Reality uses a different set of parameters 32
2: THE DNA’S WHY ENGINE 35
The DNA, Uniqueness and USP 37
The CatchUtellme merry go round in marketing 38
Three marketing questions: WHY? HOW? WHAT? 38
The DNA engine is WHY you are in business 39
The HOW inner circle—an advantage is proclaimed 40
The WHAT outer circle—what we offer our clients 41
The DNA and WHY engine 43
The merry go round marketing strategy 44
WHY as spreading ripples in water 45
Twins are not identical 48
The DNA of your Business 51
The focus of a DNA compared to that of a USP 51
The common thread directive of teaching services 52
The DNA label of a friend 53
The DNA label of a stranger 54
The DNA’s guiding hand 55
Example of a DNA label: fun 56
Analogy—Happiness Is on the Back of a Horse 59
The one and only horse 61
3: THE HOW INNER CIRCLE 67
USP—How It All Started 69
USP—What it is and what it means 71
USP—How it works 74
USP—Why does it work? 78
USP and the flooded teaching market 80
Can USPs change? 81
Typical USP Mistakes 83
1st Mistake—unclear and misleading information 84
2nd Mistake—bloat 87
3rd Mistake—not publicising your USP 93
4: UNIQUENESS 95
A Singular Point of Difference 97
An author’s work is rarely done 98
Starting from scratch WITHOUT a ‘magic wand’ 99
Starting from scratch WITH a ‘magic wand’ 100
A magic wand example to demonstrate 102
Copycat Issues with USPs 105
Who’s afraid of copycats? 106
Freelancers should NOT worry about copycats 107
Who is the freelancer’s biggest competitor? 109
Confounding Copycats 113
Two levels of uniqueness 114
Examples of second level uniqueness USPs 115
Uniqueness attributes have to make sense 116
A second level uniqueness factor justifies the ‘why?’ 117
5: USP EXAMPLES 119
The Corporate World of USPs 121
Trust is good, control is better 122
How do corporate organisations define their USPs? 122
Adapting a Corporate based USP for Freelancers 124
Examples of Good and Bad USPs 127
How will I know if I have a good USP? 127
Why do some companies change their USP? 128
When USPs fall foul of legal issues 129
A few famous (good) USPs 130
Tag lines to complete the USP picture 131
6: USPS AND TAG LINES 135
Tag lines 137
Why you should have a tag line 138
Two suitcase manufacturers as examples 138
Tag lines connect with customers 141
The element of curiosity 142
Why have a second tag line? 144
Tag lines for Promotional Usage 145
Do USPs and tag lines have identical functions? 145
Tag line case study 149
Revisited—Samsonite and Rimowa luggage 152
7: THE WHAT OUTER CIRCLE 157
Specialisation and USPs 159
Towards a financially viable teaching career 160
A case study demonstration of a restoration artist 161
Case Study—A Restoration Artist 163
Is a USP just another word for specialisation? 170
Can you lose too many potential students as a specialist? 170
Specialising for a Teaching Niche 173
Specialisation: groups, categories and niches 174
The overview 176
The group and subgroup 177
Examples (categories): 181
About niches 182
(Retrospection) The jack of all trades 185
A day in the life of an all-rounder 185
The negative side to working as a generalist 187
A jack of all trades is your versatile all-rounder 190
Apple trees and your teaching business 191
Multiple interest conflict against specialising 192
The all-rounder option in consideration 195
Epilogue 199
The Importance of Being Different 200
WORKSHEETS 203
Worksheet 1: The DNA Label 205
Worksheet 2: The USP 209
Worksheet 3: POD Two Levels of Uniqueness 215
Worksheet 4: USP Checklist 219
Worksheet 5a: Preferred Student Profile document 223
Worksheet 5b: USP Uniqueness Statement 229
Worksheet 6: Tag lines 231
About the Author 1