There’s a good chance you and your competitors are all positioning yourselves similarly.

But the market is crowded.

Teachers are tired of feature lists.

Your competitors can spin up blogs, ads, and brochures just as quickly as you using an AI platform.

Your advantage is no longer just what you say, or even where you say it.

It’s how you frame it.

The right framing makes your product sound like a lifeline. The wrong frame makes it sound like forgettable noise.

The framing effect is one of the most important psychological biases for marketers to understand.

Because the truth is people don’t make decisions based on data alone. They make them based on how that data is framed.

“What position are we in?”

“Did we climb for that keyword?”

But the truth is… with search engines like Google moving to fully personalised, AI-driven results, there’s no longer a single top-10 list that everyone sees.

Being “No.1 on Google” is kind of meaningless these days.

And did you know about zero-click results?

59% of Google searches end without a click. Why? Because the query is answered directly on the results page.

And that’s just traditional search.

Tools like ChatGPT are also starting to swallow up search behaviour.

If I want to know about baking my own bread and what machine to buy? ChatGPT is a far better (and more efficient) option than clicking through random blogs and product sites.

Five words no marketer likes to hear.

Let’s be honest. That’s an excuse we’ve all made

But what if your prospect is telling the truth? That they weren’t ignoring you, ghosting you, or marking you as spam.

It’s simply that they didn’t see your email.

This is often because your email never reached their inbox or grabbed their attention in the first place. You got sent to junk, trapped in an email filter, or bounced into the promotional tab (never to be seen again).

So, outside of checking your technical setup, you need to secure the holy grail of trust signals: your audience demonstrably values your emails.

If you can persuade teachers to interact with at least one of your emails it tells the various email services that you’re A-OK.

Teachers open emails that feel like they were written for them. Here’s how to make that happen.

When asking your educator prospects for their personal information, such as on a free trial sign-up form, you (probably) have been requesting their school email address, right?

Most clients want us to secure a teacher’s school email address. And we get why – it “feels” more real, more substantial.

But you can’t force teachers to give you their professional school email addresses.

So you kind of have to live with what they decide to give you.

Fortunately, we think, whatever the teacher decides, there are advantages (and disadvantages) to both.

But in reality, most brands aren’t fortunate enough to survive off word of mouth.

Instead “free marketing” often simply means giving away a squashy stress relief toy at a trade show.

But there are many other ways to use the “free” in “free marketing”…

Marketing can often feel expensive – from advertising to events to PR to costly marketing software, it can seem like a bottomless money pit.

But, with a little bit of creative thought, there are plenty of ways to get way more from your marketing budget.

Sometimes, the best (and most cost-effective) marketing is simply leveraging assets you already control – your time, your brand, and your expertise.

Live streaming, the act of broadcasting live video in real-time over the internet, is a great marketing activity for edtech businesses.

It allows teachers and pupils to watch an event or join in with an activity as it’s happening, without the need to be physically present.

A mega-popular example many teachers, parents, and kids will recognise is Joe Wicks’ live exercise classes during lockdown.

And when it comes to schools there are some very compelling reasons to give it a go.

Instead, your ad is a distraction from what they were just doing and scrolling through.

You’ve got to have something that ‘stops the scroll’, engages them, and then entices them to click.

They often fall into 2 types:

• Public presentation on a relevant topic (to warm your audience up)
• 1-2-1 product walkthrough (to close a sale)

But even with the most promising of pitches we sometimes see high numbers of bookings and then…cancellations. Date change requests. No shows. Ghosting.

It’s like the teacher is keen enough to want to explore your product but is less keen on getting a hard sell (even if that’s not your style!).

It’s not an easy problem to fix.

‘Laughing teacher leaning over student at desk.’

‘Happy kids of all ethnicities leaping into the air as one.’

‘Classroom of well-behaved children quietly getting on with their work.’

They’re all stock photographs.

And they’re all fake.