Why marketing your services feels uncomfortable and what to do instead
“I had no idea what to do about my web copy. I felt like it had to be salesy, and I hated that.”
A client comment on my feedback form. Her fear of sounding salesy is more common than you might think and it can really impact on your marketing content. It makes you hesitate about your words and write and re-write your copy.
In this blog, we look at what we really mean when we feel salesy, why we feel this way and how to get past it. All businesses need to sell, but this shouldn’t make us feel uncomfortable about our marketing.
Teaching vs. marketing
As educators we are used to helping and supporting our learners. Not pushing them to sit exams before they are ready. Contrast this with much of the marketing language we see and hear around us. Phrases like:
Results guaranteed
Our exclusive offer
Act now or miss out
There’s a mismatch here, between how we work with clients, our teaching values and pushy ‘marketing speak’. No wonder we feel uncomfortable when we are writing about our offers. We use a different lexis. The chances are that our clients do too.
What does salesy mean?
It’s not an easy term to define, as it’s more of a feeling. I’d say that content sounds salesy when:
There’s an element of pressure: Last chance to save 25%.
FOMO: There are three people looking at this flight.
Unclear or hidden conditions: Add your credit card for a free trial.
Just because these selling tactics are common, it doesn’t mean you should adopt them in your own marketing. This high-pressure, now or never approach is only one way to do marketing. Not for you or your audience? Leave it aside.
Is marketing harder for educators?
Marketing shouldn’t be more difficult for teachers than it is for a tax advisor. But in societies where they are valued for dedication to learners and a love of teaching, it can be more challenging.
Because of these stereotypes, educators are often undervalued. You might be familiar with the George Bernard Shaw line: He who can, does. He who cannot, teaches.
In addition, we work in a global educational context where web-based platforms drive down ‘acceptable’ rates for online classes.
The result? Many teachers play down their work and find it hard to price their services fairly. Or feel salesy when they talk about their real value.
Is promotion the problem?
If self-promotion makes you feel uncomfortable, it could be because of the tactics and context discussed above. But that’s not the whole story.
Many educators and language coaches, especially early on in their businesses, lack clarity about:
What they offer clients.
How much to charge.
How to set boundaries.
If you’re not clear about what you do, your rates and your pricing policies, then that leads to more discomfort. For clear, transparent, non-salesy marketing, clarity is essential.
Reframe your marketing
You might have heard this before. If you find selling a challenge, then reframe it as helping. While this is a useful mindset shift, it’s not quite enough to stop you feeling salesy.
What will help is working on your offer and ensuring it offers real value. How? By understanding your audience and what they need. Once you do, how you help becomes a big part of your sales pitch.
You won’t need pressure tactics, just clear explanations of who you help, what you do and why it works.
Using the right language
“I have this idea of what my business and brand is, but when I explain it to people I get stuck.”
Another client comment. Finding the right way to talk about your offer can be tricky. Here are two examples of what to avoid in your marketing copy and content.
1 Softening your words.
I offer weekly sessions to help with speaking.
Not very clear what’s on offer here. Contrast with:
I help finance professionals prepare for high-stakes negotiations in English.
See the difference?
2 Being vague about your offer.
Not talking about pricing or structure.
Versus:
Listing prices, dates and displaying your T&Cs.
Which option will build client confidence and reduce the sleazy feel? That’s the way to focus your marketing.
Stop that salesy feeling holding you back
As business owners we have to promote our services in order to make sales. However, I don’t believe this means you have to adopt sales techniques and copywriting tactics that make you feel uncomfortable or salesy.
Our goal is not to become sales experts but to create sustainable businesses that make us happy and help our clients get the results they need. The best way to show this is to:
Be clear about what you do
Be transparent about the process.
Be true to yourself and your skills, expertise and values.
Copywriter Joanna Wiebe says:
“Here’s the only thing you’re selling, no matter what business you’re in and what you ship: you’re selling your prospects a better version of themselves. ”
What she means is show your clients the results you can get together. That’s what non-salesy marketing is.
