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Profitable Tutoring
In the following series, Philip White, a Maths tutor for over 15 years, offers tips on how to start and run a successful private tutoring practice.
Chapter List
3 Promoting Your Services
3. PROMOTING YOUR SERVICES
3.1 Introduction
The key to getting yourself known quickly is to ensure that you have a
number of possible sources of pupils. Do not rely on just one.
Advertising, at least initially, is likely to be your most successful method
of recruiting pupils.Referrals from satisfied pupils should be your next
best source. However, do not overlook other methods of getting yourself
known, most of which I have listed below.
3.2 Referrals
There is an old clich� in advertising that the best form of advertising is a
satisfied customer. It is certainly true in the case of private tuition. If
you are a good tutor, who offers a beneficial service, you will find that
referrals come easily.
This is particularly true if you tutor in one of the more popular subjects,
such as maths, where many pupils experience difficulties.
3.3 Tuition Agencies
There are a number of tuition agencies, both national and local. I have
experience of the national ones such as County Tutors and Personal Tutors,
both of whom advertise in local newspapers and in the Times Educational
Supplement.They are a useful way of picking up a few new pupils, but do not
rely solely on them if you are looking to recruit a number of pupils.
However, they are worth joining because they can help you to market your own
services, even if you do not obtain any pupils whatsoever from them. This is
because they do check the tutoring credentials of prospective tutors before
they are accepted. Parents who contact them requiring tuition are reassured
that only those people who are well qualified are accepted as tutors.
By including the fact that you are registered with leading national agencies
on your Tuition Profile, you will be lending further authority to your
image.
3.4 Professional Associations
You could also subscribe to The Association of Tutors. Details of your
membership would also look good on your Tuition Profile.
3.5 Testimonials
I believe that testimonials are one of the best ways of marketing your
services.
If you are a good tutor, you will find that from time to time you will
receive a letter of thanks from a former pupil. Apart from the personal
satisfaction you will feel, it is also a superb way of recruiting new
pupils. Do not hesitate to include any positive comments you receive as part
of your Tuition Profile. If you are quoting more than a couple of sentences,
however, obtain the permission of your pupil first.
If prospective pupils, and their parents, can see that other pupils have
been delighted with your services, they will be very pleased to have found
someone of such quality.
The cost of your tuition will not be the overriding factor determining your
success. The quality of your service, and your reputation, are the key
factors.
3.6 Libraries
Libraries are a free source of advertising.
Your local library will probably not display your Tuition Profile or
business card within the library, but should retain it on file in case of
enquiries.Take advantage of all free sources of advertising.
3.7 LEA's
Similarly, it is worth writing to your local education authority, enclosing
a copy of your Tuition Profile.
They often receive enquiries from parents looking for suitable local private
tutors, and should be happy to pass on your details.
Examples include Brighton and Hove's Family Information Service and Hertfordshire Council which maintains a list of tutors on their web site.
3.8 Local Shop Windows
This is another free source of publicity which could be useful to you.
However, if you do decide to advertise in your local shop windows, it is
important that you present a professional image. Do not insert a hastily
scrawled piece of paper. Business cards, if you have them, are ideal.
Bear in mind that you will be unlikely to recruit more than a couple of
pupils as a result of shop window advertising, but used effectively with
other forms of promotion it should prove to be fruitful.
3.9 Competitors
I have always made a habit of keeping an eye on the competition.
I read all of the local tuition adverts each week, as well as the evening
ads in the Leicester Mercury. I am always on the look out for anything which
might be interesting or different.
Do not forget that you never stop learning. It may be that you could improve
your service significantly by imitating a competitor, or by adapting an idea
you have spotted in an advertisement to your own service.If you do not keep
your eyes and ears open, you could be missing out on a highly profitable new
dimension to your business.
3.10 Questionnaires
Any business worth its salt should always adopt the following philosophy.
"The best source of market research is to ask the customer what they want,
and how much they are prepared to pay for it."
In other words, if you adopt the right approach, you will learn more from
your pupils than you will from any other source. After all, they are the
ones who are on the receiving end of your service, and whose needs you are
supposed to be satisfying.
You can guess what they think about your service, and what they want from a
private tutor, but there is no substitute for actually finding out.
Do not be afraid to ask.
When each of my pupils has their final lesson with me, I always give them a
questionnaire to complete, which I ask to be returned in the stamp addressed
envelope I give to each pupil. Not everyone will return your questionnaire.
A few will pocket the free stamp. However, most of your pupils will oblige.
For the price of a second class stamp, I have found each questionnaire to be
a very good investment. If you have a PC and printer, you will be able to
produce a good questionnaire quite easily.
The first section consists of questions concerning school lessons. The
second section is designed to ascertain my pupils views on my tutorial
services.
If you adopt this idea, you will find that it is an excellent way of
determining what your pupils (and their parents) think you should charge,
how they feel your service could be improved, and whether they feel that
they benefited from your tuition.
An additional benefit is that you will be able to use some of the results
(if they are good) as part of your Tuition Profile.
3.11 Private Education
There is no doubt that you will carry even greater authority in the eyes of
your prospective pupils if you have had formal teaching experience,
particularly in a private school.
I used my initial success as a private tutor to obtain a part-time teaching
job at a local private school.
Although academic standards are often less than ideal in private education,
independent schools do seem to have entered the mythology of British
education. Many parents seem to be in awe of private education.
If you include private school teaching experience on your Tuition Profile,
you will find it even easier to attract pupils.
3.12 Correspondence Schools
Similarly, you could try and obtain a job with a distance learning college.
Do not be put off applying because you have read that it is difficult to
gain part-time employment with correspondence colleges. If you write to
several, on your best business stationery, you may obtain a suitable
position as easily as I did. Enclose a copy of your Tuition Profile.
The work should not prove to be too taxing. During an entire academic year,
I was only required to mark about twenty scripts. I did not do it for the
money (which was poor), but because I knew that such experience would
further enhance my public image.
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Page Last Updated: 8th August 2011
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