Bryan Plumb, Author at Bee Digital

Why most edtech testimonials fail (and how expert social proof fixes it)

Bryan Plumb — Mon, 22 Dec 2025 15:30:26 +0000

Social proof matters. Everyone agrees on that. Five-star testimonials. Logos. Quotes. Screenshots. The lot.

And yet, if you spend any time reviewing education supplier websites, landing pages, sales decks, or onboarding emails like we do, you start to notice something odd.

There is usually a decent amount of social proof. But very little of it actually does any hard work.

It sits there. Polite. Vague. Interchangeable.

“Great product.”

“Really supportive team.”

“Would recommend to other schools.”

Fine, I guess. But not telling a compelling story for your target customers.

This is not because social proof does not matter in education. Quite the opposite. In complex, risk-averse, procurement-heavy markets like schools and trusts, it matters more than in most sectors.

The issue is how it is used, who it comes from, and what job the endorsement is supposed to do in the buyer’s mind.

If you’re a Marketing Manager who already believes in the power of social proof but wants it to actually change buyer behaviour you might to up your social proof game.

The real role of social proof in edtech buying decisions

Before we talk tactics, it is worth grounding this in how schools buy. Many purchases that cost £750-£1000+ are:

High risk, low tolerance for failure
Made by groups, not individuals
Judged under scrutiny from governors, finance teams, and senior leaders
Hard to trial properly under real world conditions
Difficult to evaluate upfront

That means social proof is not just reassurance but a proxy for certainty.

When a senior leader prospect explores your website for more info, they are not asking “is this nice?”. They are asking:

will this work in a school like mine?
will this stand up to scrutiny?
will I be blamed if this goes wrong?
has someone credible already taken this risk?

Social proof answers questions people are not comfortable asking out loud, which is why generic testimonials don’t make enough difference to the decision making process. They answer none of those questions.

Easy-to-judge vs hard-to-judge education products

One of the clearest ways to think about this comes from a recent insight shared by Science Says in their article Expert vs fellow customer reviews.

This insight really made me think about the words (and specifically who said them) of customer testimonials:

“If it’s easy for your customers to judge the quality or effectiveness of your service e.g. a cleaning service, then display reviews from other customers.

If it’s difficult to judge quality or effectiveness of your service e.g. travel insurance, showcase reviews and testimonials from experts e.g. travel agents.”

Basically, if what you sell is straight forward enough for your target customer to understand, use customer reviews. But if it’s more complex, use expert reviews.

How might this break down for education brands?

Applying this to edtech and education services

In education, some products are intuitively assessable. Others are not. That difference should determine the type of social proof you lead with.

Easy-to-judge education products

These are products where most buyers can form a reasonable judgement quickly, even without deep expertise. Examples include:

School trips and visits
Playground equipment
Books and curriculum content
CPD courses and training
Printers, laptops, hardware
Membership services or communities

Here, peer reviews work well. A teacher saying “this worked well with my Year 4 class” or “it was so easy to use” is credible because the buyer can imagine themselves evaluating the same criteria. The testimonial feels transferable.

Hard-to-judge education products

These are products where effectiveness is abstract, delayed, technical, or indirect. Examples include:

MIS and data platforms
School improvement services
AI-driven analytics
Finance and budgeting tools
Safeguarding and compliance services
Complex IT infrastructure
Integrations across multiple systems

In these cases, most teachers and even many senior leaders cannot easily judge quality upfront.

They do not know what “good” looks like yet.

This is where peer testimonials often underperform, not because teachers are untrustworthy, but because their authority does not match the risk profile of the decision.

Why expert social proof carries more weight for complex products

When risk increases, buyers look for ‘borrowed certainty’.

That certainty often comes from someone who is seen as independent, recognised as knowledgeable in that specific domain, and accountable for outcomes similar to the buyer’s own.

This is why expert social proof works so well for hard-to-judge products.

The logic is not “they liked it”. The logic is “they would know”.

Think of a vet recommending a dog kennel. You trust it not because the kennel looks nice, but because the vet’s expertise transfers authority. The same principle applies in selling to schools.

What counts as an “expert” in education marketing terms

This is where many education brands get stuck. They assume ‘expert = academic’. Or inspector. Or consultant. Sometimes that is true. Often, it is broader and more useful than that.

In education, an expert is someone whose role, accountability, or reputation aligns directly with the outcome your product claims to improve.

Some practical examples:

A data director recommending a data dashboard
A trust CFO endorsing a finance platform
A network manager validating infrastructure or security
A safeguarding lead commenting on compliance tooling
A literacy specialist or established author supporting a reading scheme
A researcher known for independent evaluation in that domain

The endorsement makes sense because the expertise maps cleanly to the product’s function.

Why teacher testimonials alone can fall short for complex school purchases

This is an uncomfortable truth, but it matters. A teacher saying “this data platform is great!” is nice, but it is not always persuasive. Especially when it’s a broader whole school investment like assessment software.

Not because teachers lack insight or influence, but because senior level school buyers know that classroom teachers are rarely responsible for system-level outcomes.

They may not see long-term impacts
They are not really accountable for procurement risk
They often did not choose the product themselves

In complex school or MAT wide purchases, decision-makers subconsciously discount opinions that do not carry equivalent responsibility.

That does not mean teacher voice is unimportant. It means it should be positioned differently.

Teacher testimonials often work best when they describe lived experience, usability, or classroom-level impact. Not overall effectiveness or strategic value.

Mixing social proof types across the school buying journey

Social proof is not a single asset type. In reality, different forms of social proof do different jobs at different stages. A useful way to think about it is that teacher quotes often work well early by humanising the product and signalling classroom fit, and expert endorsements work best when commitment increases.

This is especially important in multi-stakeholder buying journeys, which describe most Trust and MAT decisions.

Data that supports this approach

There is solid behavioural evidence behind all of this. In education, uncertainty can kill a sale because outcomes are long-term, and budgets are often tight.

Research consistently shows that people rely more on authority cues when uncertainty is high.

So expertise matters more than likability in risk-heavy decisions and contextual relevance increases trust more than volume of proof.

Dr. Cialdini discusses the ‘Principle of Authority’ in his seminal book ‘The Psychology of Persuasion’ says:

“This is the idea that people follow the lead of credible, knowledgeable experts.
Physiotherapists, for example, are able to persuade more of their patients to comply with recommended exercise programs if they display their medical diplomas on the walls of their consulting rooms. People are more likely to give change for a parking meter to a complete stranger if that requester wears a uniform rather than casual clothes.
What the science is telling us is that it’s important to signal to others what makes you a credible, knowledgeable authority before you make your influence attempt. Of course this can present problems; you can hardly go around telling potential customers how brilliant you are, but you can certainly arrange for someone to do it for you.”

Dr. Robert Cialdini

Common mistakes to avoid

If you have an expert endorsement, do not bury it in a carousel of quotes. Treat it as a structural element, not decorative copy, and give it significant prominence on your home page.

At the Agency, we call this “the hero quote”. High-impact placements include:

A dedicated section on key landing pages
A standalone slide in sales decks
Referenced in procurement-facing documents
Used selectively in ads targeting senior roles

Even well-intentioned teams undermine their own social proof. Some patterns to watch for:

Overusing “headteacher” as a generic authority signal
Quoting experts without explaining their relevance
Using the same testimonial everywhere regardless of audience
Treating social proof as static instead of journey-aware
Prioritising star ratings over narrative substance

Social proof is about fit

In education, where complexity and risk shape every decision, the most persuasive product voices are often those that carry parallel responsibility.

Customers show experience and experts show judgement.

Knowing when to use each, and how to frame them, is one of the most reliable ways to improve conversion quality across your entire journey.

Want to know how to fast track your education business?

The post Why most edtech testimonials fail (and how expert social proof fixes it) appeared first on Bee Digital.

3 BIG warning signs you might want to hire a marketing agency

Bryan Plumb — Wed, 11 Jun 2025 10:17:42 +0000

How do you know you need to hire a marketing agency?

Over the years we’ve found there are some common reasons education and edtech companies turn to our expert team to help them build their marketing muscle.

We’re going to get super honest here so strap in. And if you recognise any of these in your own business then you should probably get in touch

1. All marketing tasks are done by one person

Who’s the Jack or Jill of all marketing trades on your team (whether it’s their actual job or not)?

In any company with more than a handful of staff expecting a single person to manage all the aspects of marketing is asking too much.

And this isn’t confined to start ups where everyone wears lots of hats. We see this in companies of all sizes.

For example, from a non-marketer’s perspective posting a X/Tweet seems like a quick and easy task, right?

But from a marketer’s perspective it likely involves the following skills and jobs:

1. Brain storming creative idea(s)
2. Copywriting and proof reading
3. Hashtag analysis
4. Image design in accordance with platform rules and post type
5. Video filming, editing, branding, and subtitling
6. Scheduling and posting
7. Responding to comments
8. Post-publishing data analysis

And that’s just a single social post, a tiny part of a wider marketing remit.

Widen that remit to strategy to scheduling to content creation to editing to analysis…I’m tired just even thinking about it.

Marketing is so easy, just position your product, write great content, create growth loops, design a great landing page, analyze your data, engage with people, build links, collaborate with creators, post on social every day and optimize your conversion rate, anyone can do it.
— Andrea Bosoni (@theandreboso) February 7, 2023

So your marketer does their best. But they have to think small because they’re spread too thin to think BIG.

And BIG is where your best marketing will come from.

They know they’ll struggle to do everything that needs to be done to make any sort of substantial difference.

So if you wonder why your marketing manager always looks stressed this might be why.

A discussion with a marketing agency is the answer.

An agency can plug a short term gap while you find your feet, work on a project while you concentrate on other important objectives, or completely handle the whole marketing strategy and execution.

So does hiring an agency mean you don’t need a marketing manager anymore?

Absolutely not. We’d 100% advise against this. Your marketing manager is a crucial part of the relationship between your business and your agency.

Your marketing person might feel threatened by the involvement of an agency. But decent agencies are well versed in working tightly and empathetically with marketing teams all day every day.

In fact, we often see the marketing person gain huge experience and leadership skills working in partnership with our agency. We love working with other marketers!

Empower them to work alongside an expert marketing agency and watch them (and your marketing strategies) fly.

2. Your marketing idea bank is empty

This is a tough thing to admit – sometimes it feels like you’ve tried everything and still seeing little result or change.

We speak to many clients who have done things like spending £1000s on an event, bought and blasted a database of teacher emails (which we do NOT generally recommend), and sent out multiple PR pieces.

And yet website traffic, leads, and sales remain flat.

Why? Because without a strong experienced team to manage the marketing you end up working tactically instead of strategically.

You’re throwing things at the wall to see what sticks.

And eventually you run out of things to throw.

A good marketing agency should be able to understand your business and customers, analyse your current marketing strengths and weaknesses, and produce a clear strategy and campaign.

Then they will decide what tactics, channels, and media will deliver the strategy and help you overcome your challenges.

Which means you don’t need to worry anymore about having ideas – that’s what you pay the agency for.

3. You never have enough time to do marketing

“If I had more staff…”

“If there was another 12 hours in the day...”

“If only I could clone myself…”

When you help manage a growing business there’s never enough time to do everything.

You’re tired. Sometimes you just…run out of puff.

You want to focus on all the different areas of your business but having to manage a productive marketing strategy on top just leaves you anxious.

So it gets sidelined.

And that leads to delay.

And you know what delay means?

Delayed marketing activity is a boiling frog problem that will hit your bottom line, draining you and your team.

Eventually the problem will be so large you won’t know how to fix it.

One of the best reasons to hire an external marketing agency is so obvious it hardly bears writing: we’re not you.

We DO have time to take an independent and unbiased look at your company, product, and audience and undo that gordian knot for you.
We DO have the right marketing expertise on hand to make things happen for you.
We ALREADY have all the groovy marketing tools and platforms to do the work
We CAN do the heavy lifting
We ARE full of beans and ready and eager to help.

Your success is our success.

Act before it becomes too late.

The best time to book a call with us is today.

We're here to help you

If your marketing feels overwhelming, under-resourced, or stuck in a rut, you’re not alone.

And you don’t have to fix it alone either.

A good agency can bring clarity, capacity, and fresh ideas to help you move forward. If any of these signs sound familiar, it might be time to start a conversation.

Is it time to hire our agency?

The post 3 BIG warning signs you might want to hire a marketing agency appeared first on Bee Digital.

How to deliver product walkthroughs that convert

Bryan Plumb — Thu, 17 Oct 2024 14:49:02 +0000

Here’s the problem: most education product walkthroughs delivered on a screen share, at an event, or on-site quickly turn into glorified feature lists, rattling off everything the product can do without answering the crucial question on every prospect’s mind: Why should I care?

Features alone don’t sell – value does.

But far too many 1-2-1 demos throw leads into the weeds with no context, no clear differentiation, and no insight into the bigger picture.

When prospects see feature after feature without understanding how it solves their problem better than the alternatives, they’re left asking: why should I buy your product over someone else’s?

And here’s the kicker: some walkthroughs do mention value, but they don’t go far enough. “Want to save time? This will help.” Okay, but your competitors save time too. So how much time?

And while we’re on the subject of ‘competition’ it’s fair to say most demos ignore the competition entirely. They assume customers will figure out the market comparison themselves.

Spoiler: they won’t.

They need you to spell it out, to show why your product is the best solution in a sea of similar options.

Because, unless you are a completely original product, their school will already have something comparable.

So without that context, you’re just another tool in the toolbox – easy to overlook, and even easier to pass over.

Product walkthroughs are crucial in any large organisation sales and marketing process. But many miss the mark by focusing too much on features rather than on how those features benefit the customer.

Why might your sales person be underwhelming prospects on demos?

Feature dumping

Salespeople often deliver weak demos because they default to talking about features rather than the value those features bring to the prospect.

They’re falling into the trap of “feature dumping” because it’s what they’re comfortable with – they know their product inside out but struggle to translate that knowledge into customer-centric benefits.

Over-confidence

Another factor is overconfidence in the product itself.

When a salesperson believes their product is superior, they might assume teachers will automatically see that once the features are shown off. This leads them to overlook the need for competitive differentiation and leaves the prospect to figure out the value on their own.

Under-confidence

Trying to read their audience’s cues and adapt on the fly, nervousness, or excitement can also lead to sales and marketing people rushing through key parts of the demo or focusing on features that are easiest to explain, rather than addressing the prospect’s core pain points.

Ultimately, delivering a poor demo is often a result of not taking the time to understand the teacher’s world and how to speak directly to their problems, instead of just the product’s features.

How to build a walkthrough that resonates with your audience and boosts conversions

Position your product in context

Features tell, but benefits sell.

Customers want to know why your product will make their lives easier or their work more efficient.

Highlight how each feature delivers tangible value. For example, instead of showing a feature that automates a process, explain how it saves time and boosts productivity.

Don’t just say your product delivers results – prove it. Whether through statistics, customer stories, or concrete case studies, offering evidence builds trust and credibility.

Talking (honestly) about other customers’ experiences should be woven into the walkthrough.

End with a clear call to action

Every great walkthrough should end with clear next steps. This could be setting up a follow-up meeting, sending more detailed product specs, or proposing a free trial.

The goal is to guide your prospect toward the next stage of the buying journey and keep the momentum going.

What does a poor product walk through look like in real life?

Let’s set the scene…

An edtech salesperson (Dave), is demoing their platform to a teacher (Ms. Brown). The product helps teachers manage classrooms, assignments, and track student performance. Ms. Brown booked herself into Dave’s diary and hasn’t had any pre-demo info.

Dave (Salesperson): Alright, let’s dive in. So, this is our dashboard. You can click here to create assignments and over here for student profiles. You can track attendance with this button, and it’s really smooth, you just enter it daily. We also have this cool data graph for student progress.

Ms. Brown (Teacher): Okay, but your website said it would help with managing my classroom better.

Dave: Well, you see, you can track assignments here, where students can also upload their work.

Ms. Brown: I can already do that with Google Classroom. Why should I switch from what I’m already using? What’s different here?

Dave: Uh… well, here’s the grade book feature. You input the grades here. It’s straightforward. Students can see their grades automatically.

Ms. Brown: Okay, but I need to know if this will save me time with grading and managing multiple classes. Can this system do that?

Dave: Well, it’s just a really easy-to-use system with all the features you need in one place.

Ms. Brown: Sigh.

What Dave did wrong

No context or problem solving

Unfortunately Dave jumps straight into features without asking about Ms. Brown’s challenges. This makes it difficult to show how the product solves her unique problems and sets an unnecessarily frosty start.

Too feature-focused

Dave is rattling off features (“you can click here, download reports, etc.”) but fails to explain why these features matter to Ms. Brown.

No differentiation

Ms. Brown asks multiple times how this system is better than her current one, but the salesperson doesn’t offer a compelling differentiation. She doesn’t see why she should switch. And switching is often the biggest hurdle when selling to schools.

Lack of proof

Dave mentions features but doesn’t back up claims with real life examples or data. For instance, he could mention how other teachers have saved hours using the system, offering Ms. Brown a reason to believe.

Unclear next steps

There’s no clear call to action or next step in the conversation. Ms. Brown is left confused, not convinced.

And, ultimately, less likely to buy.

Before your demo, you’re not just setting up a meeting - you’re setting up success.

What actions might a sales person do pre-demo (to set the scene, to encourage attendance etc) and post-demo (to increase likelihood of conversion, follow up, moving them further down the funnel etc)?

Before the demo, inform and get informed

Research your prospect and their setting inside out, using tools like Linkedin, GIAS (Get Information About Schools), Ofsted, the school blog etc.
Email them a quick pre-demo survey using a tool like Tally to get insights into their pain points, current tools, and frustrations. Make sure the pre-demo email doesn’t just outline what you’ll cover but tells them why they should care. Tease the value they’ll see.

Post-demo, it’s time to seal the deal.

Within 24 hours, follow up with a punchy, concise recap that hits on the real value your product delivers and how it solves the exact problems you learned about on the call. Don’t just repeat what they saw.
Connect the dots between what they need and how you’re the answer. Get specific. Offer a next step, whether that’s a trial, a deeper dive with other decision-makers, or customised solutions.

Keep the conversation alive with relevant follow-ups, like a case study. Make it impossible for them to forget you’re the only real choice.

With all this in mind, what might a GREAT product demo look like?

Dave, the salesperson, is demoing an edtech platform to Ms. Brown, a teacher who Dave learned in advance struggles with managing multiple classes and wants to save time on grading.

Dave: Thanks for joining today, Ms. Brown. Before we dive in, I know you’re balancing a lot like grading, class management, and keeping up with student progress across multiple subjects. My goal is to show you how our platform can give you that time back, helping you streamline grading and classroom organisation.

Ms. Brown: That sounds great. I’ve tried a few platforms, but they end up being just one more tool to manage.

Dave: I totally understand, many of our customers said the same. You’ve probably used systems that add complexity rather than solving the core issue. What makes our platform different is that it cuts out the manual work, especially when it comes to grading. Let me show you an example.

Here’s how you can set up an assignment in a couple of clicks, but more importantly, our auto-grading feature saves teachers like you an average of 5 hours a week. The system flags common errors, and students get instant feedback. You can review key exceptions, but most of the work is handled for you.

Ms. Brown: Five hours a week? That’s impressive. I usually spend entire evenings grading.

Dave: Exactly. And because grading is faster, you’ll have more time to focus on things that matter, like personalised learning. Now, let’s talk about class management. Right now, how do you keep track of individual student progress across different subjects?

Ms. Brown: Honestly, it’s a mix of spreadsheets, notes, and just trying to remember everything. It’s not the best system.

Dave: I hear that a lot! With our platform, you can see a full overview of each student’s performance at a glance. Here’s a dashboard that tracks assignments, participation, and even behaviour patterns in one place. You can also compare student progress to class averages, which makes it easier to spot who might need extra support.

Ms. Brown: That could really help me stay organised. How does it compare to what other platforms offer, though?

Dave: Good question. A lot of systems offer basic tracking, but ours is tailored specifically for teachers juggling multiple subjects. It consolidates everything in a way that tools like Google Classroom don’t. For example, instead of just seeing grades, you get real-time insights into trends over time, which lets you adjust instruction early, not after a student has already fallen behind.

Ms. Brown: That sounds perfect. I’m always worried I’m missing something important until it’s too late.

Dave: Exactly. You don’t have to wait until the end of the term to realise someone’s struggling. And if you’d like, I can send over a few case studies of teachers who have cut their admin time in half using our platform. We can also set up a trial so you can see it work in your classroom.

Ms. Brown: I’d love that. A trial would be great.

Dave: Perfect! I’ll set up the trial and send over those resources. Let’s also schedule a follow-up in about two weeks to see how it’s going and answer any other questions. Sound good?

Ms. Brown: Absolutely, I’m looking forward to it.

What Dave did right

Set the stage: Right from the start, Dave showed that he understood Ms. Brown’s specific pain points and made it clear how the demo would address them.
Focused on value, not features: Instead of just listing features, Dave highlighted the value they bring, like saving her five hours a week on grading. He made the product’s benefits tangible and relevant to her.
Differentiation: Dave didn’t just show what the product does, he explained how it’s different from what Ms. Brown currently uses, with unique features like trend tracking and subject consolidation that competitors lack.
Provided proof: He offered case studies to back up his claims, building credibility and trust.
Clear next steps: Dave didn’t leave Ms. Brown guessing about what comes next. He offered a trial, promised follow-up resources, and scheduled a time to check in, keeping the momentum going.

By empathetically focusing on Ms. Brown’s needs, showcasing unique value, and maintaining a customer-first approach, Dave ensured the demo was impactful and memorable.

Live product walkthroughs should be more than just feature showcases.

They should provide prospects with a clear understanding of how your product solves their specific problem better than any other option.

By shifting the focus from features to customer value and supporting your claims with proof, you’ll engage your audience and drive conversions more effectively.

This approach to product walkthroughs transforms them from dry presentations into compelling sales conversations that focus on what your prospects care about most: solving their problems and adding value.

Do you want to get more school sales?

Do you want to improve your marketing strategy?

The post How to deliver product walkthroughs that convert appeared first on Bee Digital.

The art of STANDING OUT in the educational market

Bryan Plumb — Thu, 14 Mar 2024 15:04:53 +0000

What is “brand personality”?

Imagine your brand walked into a party. How does it make the room feel? Is it the life and soul, making everyone laugh? Or is it the wise friend, offering sage advice in the corner?

That vibe, that essence, is your brand personality. And here’s why it’s not just nice to have; it’s your secret weapon in the school sales arena.

But why do so many education products seem to struggle with it?

Why brand personality is your sales powerhouse

Think about it. People don’t buy from “companies”; they buy from people.

Or, more accurately, they buy more (and more regularly) from brands that feel like people AND in turn recognise the humanity in their audience.

Why? Because we’re emotional creatures that crave connections.

In our experience education companies often play it safe with their branding, which is a natural response in a B2B environment.

But teachers are more than job titles or “stakeholders in the purchasing decision”.

A brand with a distinct personality connects, resonates, and sticks. And in a world where every edtech company is shouting for teachers’ attention, those connections turn browsers into loyal customers.

Brand personality - your secret weapon in an awareness war

Here’s the truth most organisations ignore: your brand’s personality isn’t an add-on.

It’s the core of your marketing strategy. Think about it.

The brands that stick in your mind, the ones you return to over and over, aren’t the ones that play it safe. They’re the brands that dare to be different. They’re like that one friend who lights up the room – unforgettable, irresistibly engaging, and always, authentically themselves.

Sticking to the same ‘standard’ messaging feels too safe when you can take a leap and stand out further from your competitors.

The anatomy of a killer brand personality

So, what makes a brand personality not just good, but great?

Authenticity – your brand needs to be like that friend who’s always unapologetically themselves. No masks, no pretence. Authenticity breeds trust. And trust? That’s sales gold.
Consistency – imagine if your friend switched personalities every day. Confusing, right? A strong brand personality is consistent across all platforms, from your website to your brochures to Facebook ads. It reassures people.
Emotion – the best brands tap into emotions like a pro. They know just how to make teachers feel seen, understood, and cared for. And once you’ve got someone’s emotions on board, you’ve got their loyalty (and access to their budget holder’s ear!).
Differentiation – in the land of bland, the brand with personality is king. What sets you apart isn’t just your product; it’s how you make people feel about it. It’s in the quirks, the humour, the voice. Be bold. Be different. That’s how you get teachers to pick you.

Ultimately your brand personality is about fostering connection.

It’s about turning boring transactions into exciting relationships. When your brand’s personality speaks directly to someone’s soul, congratulations, you’ve just won a customer for life.

Deep dive into your audience because surface-level won’t cut it

Forget demographics. If you want to connect, you need to go deeper. What keeps your educator audience up at night?

What makes them tick? Laugh? Share in the staffroom over a hot chocolate?

Listening is the new black

Social listening isn’t just trendy; it’s critical.

It’s how you hear what your audience loves (and doesn’t). Use it to tweak and tailor your brand’s voice until it’s just right.

This is about being in a constant dance with your audience, leading sometimes, following others, but always in step.

Consider the untapped goldmine that is your customer support. How do teachers speak to you on support calls, demo calls, or in testimonials? What is the language and tone they use on emails? What are the discussions they’re sharing and responding to on Twitter/ X?

Mix it up with a content cocktail

Brand personality isn’t about being “fun”; it’s about being memorable.

Humour’s great, but don’t be a one-trick pony.

Your brand’s voice can be funny, yes, but also insightful, inspiring, even vulnerable.

Show the many faces of your brand through a mix of content that educates, entertains, and connects. Remember, variety isn’t just the spice of life—it’s the essence of a memorable brand personality.

Teachers will notice something fun and ‘outside the box’ that isn’t sales focused, e.g. jokes, riddles, quizzes, quotes, tips, and life hacks.

Let’s talk about ads…

We’ve noticed that text-based ad designs are often high performers in our client campaigns. Injecting fun with humorous copy into these designs is a great tactic to make the message stand out even more.

Like weaving in pop culture references using this format:

I get what you might think: will it be too abstract or alienate my audience? Is it too compromising for my brand?

“When you’re honest and vulnerable and show your humour and interest in telling stories, you’ll stand out from others.”

40+ Viral Marketing Lessons From Famous Comedians

It depends on the humour

A fun, humorous tone doesn’t have to be silly, shocking, or provocative to stand out. You can avoid using this tone negatively, such as not poking fun at other people’s expense. This can make you look bad (even if what you’re saying is funny and true!)

“If your business is responsible for managing school trips and study abroad programs, you probably don’t want to make jokes about children getting kidnapped or encountering bodily harm. However, a joke about parents being overwhelmed by a flood of Instagram pics during a child’s trip will probably go over well.”

Comedy in Content Marketing: To Be Memorable, Make ‘Em Laugh

A Picture is Worth 1,000 Likes

Have you considered making your own branded memes?

Never underestimate the power of a killer visual. Memes, GIFs, videos—these are the currency of attention in today’s digital world. Make sure they’re in your toolkit.

Use them for ads, organic social posts, boosted posts, email images, GIFs, etc.

The lead up to summer can be a good time to experiment with fun, summer-themed messaging too. Teachers welcome less ‘salesy’ content during the holiday and more fun social posts/emails.

It’s also a great way to keep your brand at the forefront of teachers’ minds when communicating with them in the lead-up to crucial decision-making periods.

What can the education market learn from non-sector brands that are unapologetically unique?

Liquid Death: Murdering thirst and boredom in equal measure

Liquid Death turned something as mundane as drinking water into a rebellion. In a market awash with brands who tout themselves as “pure” and “spring water fresh”, Liquid Death stands out by sheer force of personality. This brand took a commodity and cloaked it in a heavy metal persona, complete with a mission to “murder your thirst.” Its cans, emblazoned with skulls, scream not-so-subtle defiance against the bland and the boring.

What’s can an education company learn from Liquid Death?

Dare to be different. Schools are bombarded with educational marketing. Want yours to be the one they can’t stop talking about? Inject it with personality. Make it bold. Make it memorable. If Liquid Death can do it with water, you can do it with your phonics scheme. Show schools that choosing your product isn’t just a logical decision—it’s a statement.

Patagonia: More than just outdoor gear

Patagonia is the hero we didn’t know we needed, turning customers into eco-warriors with every purchase. This brand is a masterclass in weaving environmental activism into its DNA, making you feel like you’re wearing your values on your sleeve – literally.

What’s can an education company learn from Patagonia?

Embrace a cause. Educators are looking to partner with brands that teach students about more than just their ABCs. They want to instill values of sustainability and responsibility. Align your brand with a causes you care about. It’s not just about selling a product; it’s about selling a better future.

Ben & Jerry's: A masterclass in values-driven personality

Ben & Jerry’s is more than just ice cream. It’s a brand with a conscience, a heart, and a very vocal personality. With whimsically named flavours like “Cherry Garcia” and “Half Baked,” Ben & Jerry’s proves that you can have a sense of humour while advocating for social justice and sustainability. Ben & Jerry’s turns every scoop into a statement.

What’s can an education company learn from Ben & Jerry’s?

Ben & Jerry’s extends its personality across every touchpoint. And they stick to their guns. This makes the brand unmistakable and its messaging coherent. Educational companies should strive for this level of consistency, ensuring that their values are clear in every interaction, from the classroom to the community.

Be Bold, Be Brave, Be Unforgettable

Liquid Death, Patagonia, and Ben & Jerry’s share one powerful trait: boldness. They know who they are, and they’re not afraid to show it.

Your brand’s voice should echo in the halls of every school. Don’t just be another educational tool. Be the one that sparks conversations, that students look forward to using, and that teachers rely on day in and day out. It’s about creating a brand experience so compelling that your audience can’t help but engage.

Test, Learn, Repeat

The only way to truly know if your brand’s personality is hitting the mark? Experiment. Test different tones, content types, visuals. Then, listen. Really listen.

What resonates?

What falls flat?

Use real feedback to refine and evolve your brand’s personality. It’s a living thing, after all.

Boldness has its place, but so does wisdom. Not every joke lands. Not every story sings.

Know when to push the boundaries and when to pull back. Your brand’s personality should stretch, not snap.

Some might say, “Sure, brand personality sounds fun, but does it really drive sales?” You bet it does. In a sea of sameness, your brand personality is your lighthouse. It’s what guides your customers home, through the choppy waters of choice overload. It’s what makes your brand not just a choice, but the choice.

So, if you’re ready to not just compete but dominate, it’s time to dive deep into your brand personality.

Craft it with care, wield it with precision, and watch as it transforms not just your marketing, but your entire bottom line.

Remember, in the end, people don’t just buy products; they buy stories, feelings, connections.

They buy personalities.

What’s yours saying?

If there’s one thing to take away, it’s this: authenticity isn’t just a buzzword; it’s your brand’s beating heart.

Your brand personality should be a true reflection of who you are and what you stand for.

Fake it, and you’ll be found out.

Live it, and your brand will not only stand out – it’ll stand the test of time.

Do you want to build your edtech brand?

The post The art of STANDING OUT in the educational market appeared first on Bee Digital.

Get more teacher leads by targeting a single pain point

Bryan Plumb — Thu, 30 Nov 2023 12:39:54 +0000

If you had a plumbing problem at your home, who would you choose to fix it?

A jack-of-all-tradesman who’s pretty affordable… or a more expensive, specialised plumber?

I’d pick the plumber, wouldn’t you?

The reason why can be applied to your campaign messaging.

Safe marketing is low converting marketing

With the plumber option, you get a skilled worker who promises to deliver high-quality results, whereas the ‘jack’ could be a pro at fitting windows but only so-so at fixing PEX pipes.

That’s why if your campaign promises to “fix ALL problems for ALL schools”, it’s generic, low-converting messaging.

Trying to please everyone feels like the safest play.

But it’s a trap.

The biggest risk is NOT aiming your value proposition at a specific problem and person.

Drop the 'Whole School' messaging

You’re spreading yourself too thin by attempting to reach a broad audience when Mrs. Anderson from Thrumpton, Nottinghamshire, isn’t necessarily experiencing the same pain point as Mr. Cooper is in Nether Wallop, Hampshire.

Ultimately, if you’re a ‘jack’ you’re too generic.

We tested this in a campaign for a client with three different messages – all promoting inclusive learning, but for three different audiences: one Meta ad and landing page focused on the whole class for children of all learning abilities, the second on EAL pupils, and the third on SEND pupils.

Can you guess which ad performed worst?

It was the whole-class ad.

The ads targeted at specific audiences massively outperformed it.

Drop the 'Whole School' messaging

ONE is your lucky number for campaign messaging that resonates.

Teachers, when presented with a ‘whole school’ advert, don’t tend to see themselves and their own personal pain points in that message.

They’re asking how your product can solve THEIR pain points.

How can your product make their tomorrow better than today?

And that’s unlikely to be something that’s championing a whole school solution. That kind of language needs to be delivered much further down the sales funnel.

It’s tempting to try to throw a wide net. But framing your product’s benefits through the lens of different groups is more likely to capture attention.

Establish which sub groups within a school you can name directly.

Choose one shared pain point that your target customer has in common with their peers.

Design ads that focus on this single pain point and this single audience.

Create landing pages with hero headlines that identify the pain point and contextualise your product’s solution.

Stay targeted

This isn’t limited to job role or responsibility!

This strategy is about hyper targeting niches that you believe could see value in engaging with your brand or product.

Consider thinking about niche groups that fall outside the “normal” personas and stakeholders edtech companies try to appeal to, such as:

Overworked teachers
Nervous ECTs
Teachers who are also parents
Senior leaders who job share
Educators who are very tech savvy

If you have multiple products that provide different solutions, make your messaging specific so you can tackle multiple pain points with separate messages, ads, and landing pages in their own right.

Test at least ONE ad with the same hero headline copy and hero image from the landing page. Visual congruence between the ad and the landing page may be key to your teachers’ decision making.

Producing variations might seem like a lot more work before launching a new campaign, but when it comes to crafting a transformational landing page to generate a direct response from your prospects, such as lead magnet downloads, product demos, or subscription signups, it’s a process that requires minimal tweaking for each pain point variation.

Do you want your marketing to convert more teachers?

The post Get more teacher leads by targeting a single pain point appeared first on Bee Digital.

From Blah to Wow: transform your value proposition to schools

Bryan Plumb — Fri, 31 Mar 2023 13:22:41 +0000

“We need help optimising our brand’s value proposition!”

Or in plain English, “Help us tell a better story”.

This is one of the most common questions we get asked by clients.

Your value proposition is a shiny, sparkling hook of a statement that lets educators know exactly what you can offer them, gets them salivating, and kick-starts their customer journey with you.

So, it pays to regularly evaluate it.

What is a value proposition?

A value proposition is a statement that describes the unique value or benefit that your product or service provides to your customers.

The key components of a value proposition include:

A clear understanding of your target customer and their needs, wants, and desires.
The core benefit that your product or service provides to educators.
How your product or service is different and better than other alternatives in the market.

A well-crafted value proposition is essential for attracting and retaining customers, as it underpins your messaging to schools and helps you differentiate yourself from competitors.

Clearly articulate the value of your offering

We tackled ours last year. In fact, as soon as you land on our homepage, you’ll see it:

“Reach more teachers – Award-winning education marketing agency that gets companies into schools.”

BOOM. That’s customer value right upfront:

Reach more teachers = Three powerful words because we know that edu companies don’t want marketing. They want growth.

Award winning = Social proof, so you know you’re in safe, trustworthy hands.

Marketing agency = Establishes clearly what we are/do.

Gets companies into schools = Nothing about advertising, emails, websites, etc. The focus is on the most appealing end-result.

What makes a value proposition attractive to teachers?

The same thing that makes them work for anyone – express, in a simple manner, what value you will bring to their lives.

Slack has done it: “Make work life simpler, more pleasant and more productive.”

Unbounce has too: “Create irresistible buyer journeys with landing pages.”

In our experience, clarity is what makes a positioning statement attractive to teachers.

It’s not a witty slogan, bland byline, or cheesy catchphrase.

It’s a theme that should carry through your copy, shine in your imagery, and represent in your socials.

Make your value 100% clear, so teachers can see it, understand it, and stop in their tracks, thinking, “I want that now.”

How to assess your current value proposition

Take a few minutes to sense-check how you describe what you’re building and selling. I know that sounds crazy, but it may have evolved since you last pulled it together. It’s time well spent. Be brutal!

Does it answer these questions?

Is it clear what you sell?
Does it speak directly to the right target customer?
Is their end-benefit/experience of using your product obvious?
Why would they buy from you rather than your competitors?

3 easy ways to draft a new product positioning statement

Start with an attention-grabbing headline

Focus on the end-result that your product or service will provide, and call-out your target audience – all in one sentence.

Flesh it out with a sub-header

Outline specifically what you can offer your customer, why it’s essential to them, and call-out who your target audience is again in 2-3 sentences.

List the key benefits

What are your USPs? Put together a bullet list of the key benefits and/or features.

Communicate your unique value with these product positioning templates

Try out these templates to help you frame your value USP.

Geoff Moore’s: “For (target customer) who (statement of the need or opportunity) our (product/service name) is (product category) that (statement of benefit).”

Steve Blank’s “We help [X] to [Y] by [Z].”

Dave McClure’s Elevator Ride: “what, how, why.” (3 keywords or phrases that are short, simple, and memorable)

Do you want to chat about your value proposition?

The post From Blah to Wow: transform your value proposition to schools appeared first on Bee Digital.

Marketing to Schools Cliché Bingo

Bryan Plumb — Wed, 07 Dec 2022 06:44:00 +0000

Welcome to Marketing to Schools Cliché Bingo, the only education marketing agency gameshow that calls out the clichés in your copy!

Eyes down….*churns the bingo machine*

But before we pull out numbers let’s take a quick dive into school marketing clichés.

Over the last 15+ years of working with education brands, we’ve noticed a range of phrases and copy writing practices that sound great at face-value but are so common they have become clichés.

It’s an easy trap to fall into, especially when you’re in the weeds of your own business and not seeing what similar messaging and USPs your competitors are using.

What is an education marketing copy cliché?

“Saves teachers time”

“Thousands of high-quality resources”

“Created by teachers, for teachers”

You’ll have seen these kind of expressions a million times on websites across the education industry.

“Ideal for classroom use”

“Loved by teachers”

“Improve student outcomes”

The problem is, these stock phrases are ALSO seen time and time again by teachers, and despite the best of intent, it means you run the risk of being ignored.

Who cares if they're cliches? If they work, they work, right?

Dash, from the Incredibles, is right.

If everyone claims to “save teachers time” then in effect no one is saving teachers time.

Or teachers would, by defintion, have lots of time on their hands.

Which of course is far from the truth.

Terry Pratchett, in Guards! Guards!, said “The reason that clichés become clichés is that they are the hammers and screwdrivers in the toolbox of communication.”

And he’s right (of course he’s right, he’s Terry Pratchett). Sometimes we do need shared language that gets the job done.

But that doesn’t often apply to marketing copy because you don’t just want to “get the job done”.

You want to stand out, excite, and enthral.

How to avoid copywriting cliches

Get an independent audit of your website

An outsider’s opinion on your copy, positioning, and value proposition is the most important first step. We regularly do this for our clients so get in touch if you think a ‘critical friend’ might be a useful ally.

Look at other edtech and education companies websites

Take a wander through your competitor’s websites. Does their copy sound similar to yours? If it does, that means potential customers will have problems telling you apart. Note down phrases that echo your sales and marketing language and plan to avoid them.

Hire educational specialist independent copywriters to gain fresh insights into your copy

You might feel wedded to your house style but, and I hate to say it, there’s a high probability you’re the problem.

We work with some exceptional educational copywriters and we’re happy to put you in touch.

Play our Marketing to Schools Cliché Bingo!

For a bit of fun download our Marketing to Schools Cliché Bingo card and assess your own website, emails, and social profiles.

Fingers crossed there aren’t too many shouts of “Full House!”

Want exclusive education marketing advice?

TAIT, our marketing to schools newsletter, hits the inboxes of our industry’s smartest education marketing professionals every other Wednesday.

The post Marketing to Schools Cliché Bingo appeared first on Bee Digital.

Yeah, sorry I’m not going to be able to make it to your webinar

Bryan Plumb — Wed, 23 Nov 2022 06:41:51 +0000

Webinars are a popular way to warm up an audience or close a sale.

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.

Why aren't teachers turning up to my webinar?

The same reason lots of us don’t.

It’s easy to sign up and therefore easy to not turn up.

They don’t know you and therefore don’t feel particularly obligated.

Teachers’ time is often pulled in multiple directions, and almost everything will be more important than your webinar.

Sometimes it’s just cold feet.

What can I do to ensure teachers show up to my webinar demo?

Don’t offer a recorded version! It’s tempting to record a Zoom and send it to people afterwards, which is a solid tactic, especially if it’s a broader public webinar. But FOMO could be your friend on more intimate product demos. Make sure attendees know the benefits of coming to the live demo. Miss it and miss out. Do get your reminder cadence right. Teachers are busy. They will forget about your demo. Too few email reminders (or sent at the wrong times) will kill your chances of remaining on their radar. This is simple timeline you can follow:

A “thanks for signing up” email
Reminder emails 7, 3, 2, and 1 day before the webinar. Make these emails memorable and helpful so the date becomes more “sticky”.
Starting in 1 hour + link + instructions
Starting in 5 mins + link

We’ve also found sending a text message at the 1 hour mark to be highly effective. Do consider an exclusive discount or offer to those that show up. Not a free trial, something more substantial.

Have you tried webinar group demos?

If you find booking teachers on to 1-2-1 product demos a challenge, consider an webinar group demo.

Most educational products and services have multiple stakeholders involved the decision making process. So sometimes you need a target a particular person in that chain.

A small group demo has two advantages: it feels more relevant and it reduces the ‘fear of a hard sales pitch’ as there will be safety in numbers.

This tactic is for warmed up leads and you’ll need to have job titles
Keep the group small e.g. limited to 10
Make sure it’s exclusive to a specific type of customer e.g. Subject leaders only
Construct a presentation deck that speaks directly to that audience (be specific about pain points, benefits, and features that this audience will want to see)
Be clear what the group demo is about, so your leads aren’t put off or feel misled when they join
Follow up immediately with an email nurture series to convert your MQLs into SQLs
Adapt and repeat with all your other target segments

This approach creates an opportunity to convert a higher percentage of MQLs (Marketing Qualified Leads), as they’ll be further along their buying journey than a public webinar attendee.

Teachers’ time is an extremely rare resource so considering audience focused product demo approaches that make your leads feel more comfortable will gain you trust and most importantly, increase the chances of them showing up.

Psst! Want even more exclusive marketing to teachers advice?

TAIT, our marketing to schools newsletter, hits the inboxes of our industry’s smartest education marketing professionals every other Wednesday.

The post Yeah, sorry I’m not going to be able to make it to your webinar appeared first on Bee Digital.

Understand your customer avatar before launching a campaign

Bryan Plumb — Wed, 19 Oct 2022 06:26:42 +0000

"Buy my product or you won't be safe online. Ever again!"

Don’t worry! This isn’t a direct quote from one of our client’s campaigns

It’s an exaggerated example of a tagline that’s used FUD (Fear, Uncertainty, Doubt) to focus on a customer’s pain-point.

However; the concept of FUD in marketing can be wielded in as heavy-handed a way as mjolnir .

Especially if a product’s USP is articulated like the above.

So how do you avoid it?

There are two important things to consider to effectively and ethically use FUD in marketing strategies:

Be honest. Addressing negative information or situations with facts and stats is not being false or shady if the context is reasonable e.g. school budgets impacting educational resources and learning gaps.
Lead to a positive outcome. The honest use of FUD can be explored with purpose to stimulate critical thinking, and outline a solution e.g. your product is free or affordable, BUT can easily be implemented without adding to your customers’ workload.

Flip your messaging from the "problem" to the ideal after state

But we can take it further.

Consider your prospect’s journey.

Every lead you generate is real person on a buying path. You can infer from their activity and interaction what stage that might be.

Significantly, in education it’s highly unlikely your ideal customer is on a short journey.

For example if your toaster broke today, and you want toast tomorrow you go on Amazon and order a new toaster. It’s a relatively quick research > purchase process.

But as an educator seeking a new literacy scheme, or assessment software, or playground equipment they are projecting far into the future.

And you need to show them how awesome their life could be in a year’s time, not next week.

But whether you’re looking for toast or text books ultimately what everyone’s looking for is not “Can you fix me now” (even though it seems that’s what people want) but actually “Can you fix my future“.

So, instead of pinning all your hopes on a pain point, try phrasing your proposition in a way that enables you to set up the transformational journey:

“Wouldn’t it be great if you could…”

The key is to present your solution as the way to overcome the challenge your audience is experiencing.

Try the flipped messaging at the start of your landing page or ad copy, and split test the results.

Get on the transformational grid

You know that ‘after state’ I mentioned?

It’s actually a great way to better understand your customer avatars at the start of any campaign.

With our transformational grid shift worksheet, you can clearly map out the before and after state of your target audience.

Here’s an example of a transformational grid for a teacher who needs a new marking system…

Have = Before your solution, they had an inefficient marking process. Now they save hours on marking each week.
Feel = They felt overwhelmed and frustrated at how long marking was taking. With your product, they feel a big weight off their shoulders because the job is done quicker without compromising on quality of feedback.
Average Day = Mornings, break times, lunch times, after school, evenings, and weekends spent fitting in marking – all gone with your time-saving tool.
Status = From a teacher with no spare time… to a teacher who can dedicate more time to their students (and themselves)!

TOP TIP: Keep your transformational shift grids and customer avatars on file for other campaigns. It will help your team to set up faster during their planning and onboarding stage.

Download the Bee Digital Transformational Shift Grid below

Want exclusive education marketing advice?

TAIT, our marketing to schools newsletter, hits the inboxes of our industry’s smartest education marketing professionals every other Wednesday.

The post Understand your customer avatar before launching a campaign appeared first on Bee Digital.

The story of the nine word email

Bryan Plumb — Tue, 04 Oct 2022 06:28:43 +0000

I am about to let you in on one of my favourite marketing to schools tactics - the nine word email.

It is a system that takes moments to create and turns cold leads into active conversations every time.

This is the story of the nine word email.

I was in Austin, Texas at the office of our partner, DigitalMarketer, when I first learned about the nine word email. So, I gave it a try. I crafted the message, hit send, and went for lunch.

1-hour later, I had half a dozen responses from previously cold leads in my inbox. Holy crap, this was powerful. Get ready to learn the secrets of the nine word email.

A powerful way to reengage old leads

The nine word email is a system devised by US real estate entrepreneur, Dean Jackson, to reengage old leads. It goes a little something like this:

Subject: Simon
Body: Are you still looking to buy a house in Arkansas?

Keep It Simple, Stupid

That’s it. The ultimate example of a KISS method (Keep It Simple, Stupid) in marketing.

The email, as simple as it seems, is almost guaranteed to get responses. Let me explain why…

The subject line contains nothing more than the recipient’s first name. This is a bold move and generates the open, through nothing more than personalised curiosity.

Now look at the content…

There are no niceties. No “Hi, hope you are well?”. No “It’s been a while since we spoke”.

The email launches straight into action by asking a question… and what a question!

Re-open the conversation in nine words

This positioning shows an understanding of the pain-point that once existed in the recipient’s world.

There is clearly something the sender knows, some insight they have that they are willing to share, if only I respond.

This email is genius because it recognises the fundamental point that an email is not sent to just get a click, but to start or continue a conversation.

So how can you use this today?

Step 1: Segment your list. Find a group of cold leads that came to you for a unifying reason.

Step 2: Craft your own nine word email. IMPORTANT! Resist the urge to play around with the method; don’t add niceties, do it exactly as above.

Step 3: Hit send.

Examples you can use:

“Are you still looking to change your MIS this year?”
“Are you still looking for ways to engage children in reading?”
“Do you still need help planning your teacher CPD?”
“Did you get to the bottom of the assessment issues?”

Want exclusive education marketing advice?

TAIT, our marketing to schools newsletter, hits the inboxes of our industry’s smartest education marketing professionals every other Wednesday.

The post The story of the nine word email appeared first on Bee Digital.

Bryan Plumb, Author at Bee Digital

Why most edtech testimonials fail (and how expert social proof fixes it)

Social proof matters. Everyone agrees on that. Five-star testimonials. Logos. Quotes. Screenshots. The lot.

The real role of social proof in edtech buying decisions

Easy-to-judge vs hard-to-judge education products

Easy-to-judge education products

Hard-to-judge education products

Why expert social proof carries more weight for complex products

What counts as an “expert” in education marketing terms

Why teacher testimonials alone can fall short for complex school purchases

Mixing social proof types across the school buying journey

Data that supports this approach

Common mistakes to avoid

Social proof is about fit

Want to know how to fast track your education business?

3 BIG warning signs you might want to hire a marketing agency

How do you know you need to hire a marketing agency?

1. All marketing tasks are done by one person

2. Your marketing idea bank is empty

3. You never have enough time to do marketing

We're here to help you

Is it time to hire our agency?

Is it time to hire our agency?

How to deliver product walkthroughs that convert

Here’s the problem: most education product walkthroughs delivered on a screen share, at an event, or on-site quickly turn into glorified feature lists, rattling off everything the product can do without answering the crucial question on every prospect’s mind: Why should I care?

Why might your sales person be underwhelming prospects on demos?

How to build a walkthrough that resonates with your audience and boosts conversions

Position your product in context

Offer proof

End with a clear call to action

What does a poor product walk through look like in real life?

What Dave did wrong

Before your demo, you’re not just setting up a meeting - you’re setting up success.

With all this in mind, what might a GREAT product demo look like?

What Dave did right

Live product walkthroughs should be more than just feature showcases.

Do you want to get more school sales?

Do you want to improve your marketing strategy?

The art of STANDING OUT in the educational market

What is “brand personality”?

Why brand personality is your sales powerhouse

Brand personality - your secret weapon in an awareness war

The anatomy of a killer brand personality

Deep dive into your audience because surface-level won’t cut it

Listening is the new black

Mix it up with a content cocktail

Let’s talk about ads…

A Picture is Worth 1,000 Likes

What can the education market learn from non-sector brands that are unapologetically unique?

Liquid Death: Murdering thirst and boredom in equal measure

Patagonia: More than just outdoor gear

Ben & Jerry's: A masterclass in values-driven personality

Be Bold, Be Brave, Be Unforgettable

Test, Learn, Repeat

Do you want to build your edtech brand?

Get more teacher leads by targeting a single pain point

If you had a plumbing problem at your home, who would you choose to fix it?

Safe marketing is low converting marketing

Drop the 'Whole School' messaging

Drop the 'Whole School' messaging

Stay targeted

Do you want your marketing to convert more teachers?

From Blah to Wow: transform your value proposition to schools

“We need help optimising our brand’s value proposition!”

What is a value proposition?

Clearly articulate the value of your offering

What makes a value proposition attractive to teachers?

How to assess your current value proposition

3 easy ways to draft a new product positioning statement

Communicate your unique value with these product positioning templates

Do you want to chat about your value proposition?

Marketing to Schools Cliché Bingo

Welcome to Marketing to Schools Cliché Bingo, the only education marketing agency gameshow that calls out the clichés in your copy!

What is an education marketing copy cliché?

Who cares if they're cliches? If they work, they work, right?

How to avoid copywriting cliches

Yeah, sorry I’m not going to be able to make it to your webinar

Webinars are a popular way to warm up an audience or close a sale.

Why aren't teachers turning up to my webinar?

What can I do to ensure teachers show up to my webinar demo?