In this episode, I talk about why being known for something specific is a powerful business strategy for tutors and education business owners.
I explain positioning in simple terms and how clarity helps the right clients find you, trust you, and choose you. This is not about gimmicky personal branding. It is about strategic marketing that supports sustainable business growth.
If your marketing feels broad, unclear, or exhausting, this episode will help you build a more focused and values aligned tutoring business.
If you want support with your messaging, positioning, and content strategy, you can find out more in the Tutor’s Mastermind.
Enjoy :-)
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 :-)
My training leans on tried-and-tested methods that are completely tailored to our niche.
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Welcome to the podcast. Today we are diving into something that is often overlooked in business conversations, and that is being known for something specific. Not just from a branding point of view, but from a strategic one. This episode is not about gimmicky personal branding. It is about becoming the person or business that comes to mind first when someone has a need you can meet.
Sumantha:
Whether you are at the start of your journey or more established and wondering why you are not getting the traction you want or attracting the right clients, this episode is for you. I am Sumantha McMahon and I help tutors and education business owners grow sustainable, values aligned businesses that support the life you want without sacrificing your wellbeing.
Sumantha:
Let us start with a question. How would your clients describe you to someone else. Would they say you help students pass exams, make maths less scary, or connect brilliantly with teens. Or would they struggle to explain what you do at all.
Sumantha:
If that question feels hard to answer, you are not alone. I would have struggled too when I first became self employed. But this matters because how others describe your business affects referrals, repeat work, and whether people remember you or scroll past.
Sumantha:
Being excellent at what you do is vital, but it is not always enough for sustainable business growth. One key reason being known for something matters is that it creates mental shortcuts for your audience.
Sumantha:
In business strategy, there is a concept called positioning, introduced by Al Ries and Jack Trout. It refers to the place you occupy in your audience’s mind compared to alternatives. Clear positioning helps people think of you when a specific need arises.
Sumantha:
Without clarity, potential clients keep browsing, feel confused, or forget your name. Being known for something gives your business a hook and a footprint. That hook is not just for your audience. It also simplifies decisions for you.
Sumantha:
I will give you a quick example. A client running a small tuition agency struggled with inconsistent enquiries. She marketed across many subjects and age groups, which made her messaging broad and unclear.
Sumantha:
We narrowed her focus to supporting GCSE students with SEND needs, which was her zone of genius. Once that focus shaped her marketing and language, she attracted the right people more consistently and referrals increased.
Sumantha:
She also began referring students who were not the right fit, building a trusted network of tutors. By saying no more often, her business became more sustainable and more lucrative.
Sumantha:
Being known for something also strengthens loyalty and referrals. Strong positioning builds emotional trust and brand loyalty, leading to more repeat work and less chasing of leads.
Sumantha:
Your thing does not have to be a narrow niche by topic. It could be your approach, values, or the transformation you offer. Instead of asking what is my niche, ask what do I want to be remembered for. Take time to align your content and services around that. Until then, take care.
