The ESL Teacher’s Guide to Growing Online (Without Feeling Overwhelmed)

Hey, it's Robbie.

When you decided to become an ESL teacher, I’m guessing you didn’t spend a lot of time daydreaming about things like “lead magnets” or “CTAs.”

But here you are.

Somehow, “content marketer” snuck its way onto your unofficial job description...

And now you’re left wondering how to juggle lesson planning, teaching, and figuring out what the heck a lead magnet even is.

I see you. And I get it.

The good news is that you don’t need to be a marketing wizard to make an impact online.

What you do need is a basic understanding of a few key ideas.

And that’s where this teacher-to-teacher glossary comes in.

Think of it as your plain-English guide to building something meaningful online.

Ready? Let’s jump in.

1. Copywriting

What It Is: Copywriting is just a fancy way of saying “writing that makes people do something.” Whether it’s booking a lesson, downloading a freebie, or leaving a comment, the goal is always action.

Why It Matters: If no one takes action, your business doesn’t grow. Simple as that.

You don’t need to be the next Don Draper to write great copy.

Nor do you need to sound like a buzzword-spouting sales robot.

In fact, the opposite is true: the more human you sound, the better your results.

Here’s a simple checklist I follow to stay on track when writing content:

1?? Did I write the way I talk? Just you, chatting with your audience.

2?? Did I keep it simple? Short sentences, easy-to-read words, and clear ideas will always win. Simple is smart.

3?? Did I know my reader? Picture your audience as real, warm-blooded people with real problems. Then speak directly to their needs and dreams.

4?? Did I write with emotion? Whether it’s empathy, humour, or excitement, emotion is what creates a connection.

5?? Did I show my personality? In a world where AI is everywhere, your personality is your biggest advantage. Let your quirks and individuality shine through because that’s what makes you memorable.

Copywriting doesn’t have to be complicated.

Keep it simple, human, and focused on your audience, and you’ll be miles ahead of most.

2. Hook

What It Is: Your hook is the first 1–2 lines of your post. It’s what grabs your audience’s attention and makes them stop scrolling long enough to read what you have to say.

Think of your hook as the 'doorway' to your content. It needs to be compelling enough to get people to walk through it.

Why It Matters: Without a strong hook, even your best advice can get lost in the noise.

How to Write a Great Hook

Not sure where to start? Try this simple two-step formula:

1?? Tap into a pain point or goal your audience cares about. Think about what they’re struggling with or what they’re trying to achieve.

2?? Show them why they should keep reading. What’s in it for them? Make it clear that continuing to read will solve a problem, answer a question, or teach them something valuable.

Hook Examples

Here are a couple of examples to get you thinking:

Surprising Fact or Statistic:

? Weak Hook: "Let’s talk about pronunciation today."

? Strong Hook: "Did you know that 80% of English learners struggle with just three sounds? Let’s tackle them together."

Personal Story:

? Weak Hook: "Here are some English tips."

? Strong Hook: "When I first started learning English, my pronunciation was so bad, even I didn’t know what I was saying. Here’s how I turned it around."

Want more inspiration for your hooks?

I’ve put together a guide with 100 tried-and-tested hook templates designed specifically for ESL and business English teachers.

?? You can get a free copy here.

3. Call to Action (CTA)

What It Is: A CTA is the part of your post where you tell your audience what to do next.

Why It Matters: Your audience needs direction. If you don’t ask them to take action, chances are they won’t.

But how you ask matters. A lot.

How to Make Your CTAs More Effective

Here are three tips that helped me improve my own CTAs:

1?? Use the active voice. Be direct and clear about what action you want your audience to take.

• ? Weak CTA: "Feel free to take a look at the link if you’re interested."
• ? Strong CTA: "Click here to get your free job interview guide now."

2?? Focus on one action per post. Don’t overwhelm your audience with too many choices.

• ? Ineffective: "Like, comment, share, and download this guide!"
• ? Effective: "Comment 'ME' below and I'll send you a free copy my guide."

3?? Remove uncertainty. Tell your audience exactly what will happen when they take action. This builds trust and removes hesitation.

• For example: "Simply click the link, enter your email, and I’ll send the training straight to your inbox.

4. Lead Magnet

Lead magnets might sound fancy, but they’re not.

Think of them as free samples that give your audience a small taste of what you offer.

Kind of like that tiny cup of gelato handed to you at a market or festival. One taste, and suddenly you’re walking away with a full tub.

When done right, they help you:

• ? Build trust
• ? Showcase your expertise
• ? Open the door to your paid services

A great lead magnet is more than just a helpful free resource.

It's a way to identify the people who might be interested in your paid stuff, while showing them: “I understand your challenges, and I can help you solve them.”

Done well, a lead magnet isn’t just about growing your following or email list.

It creates opportunities for people to say:

“I want more and I’m happy to pay for it.

Your Lead Magnet Creation Checklist ?

Here are 3 quick questions to make sure your lead magnets always deliver value and results:

? Does it solve a specific problem?

Focus on actionable, niche solutions.

"5 Things Not to Say in Your Next Job Interview" is better than "English Interview Tips."

? Is it easy to consume?

Aim for quick wins. Think checklists, mini-guides, or short videos.

? Does it connect to your paid offer?

Every free thing should naturally lead the way to a paid thing. For example:

• A Job interview mini-guide can wrap up with a link to book a discovery call for interview prep coaching.

Need help with your lead magnet?

You can check out the exact wording my client used to turn her lead magnet's response from crickets to “yes, please!” here.

Final Thoughts

You don’t need to become a full-time marketer to build something meaningful online.

A little strategy, a clear message, and an understanding of your audience’s needs can take you further than you might think.

If you’re an ESL teacher like me, and you’d like to learn more about this (dare I say fun?!) stuff so you can:

• ? Grow your online presence,
• ? Create better content, and
• ? Start generating an income online...

Then my Social Media Success for Teachers Training is for you.

It’s the most comprehensive (and free!) training I’ve ever created, designed specifically for teachers.

?? Click here to access it now.

Bonus Algorithm Tip

If you found this article helpful, please do me the favour of liking it or leaving a comment.

Because when you do, the algorithm blesses me by showing it to more people, especially other teachers who might benefit from this topic.

Want More Support?

Here’s a quick portal to all the free resources I’ve shared in this article:

?? Hook Templates for ESL Teachers Get 100 proven hook templates to save time and get more eyes on your content.

?? Lead Magnet Guide Learn how to make and market awesome freebies so you can grow your audience and identify potential buyers.

?? Social Media Success Training for Teachers My most comprehensive training designed to help English teachers grow their online presence, create content, and generate income.

Take what you need, and let me know if you find these resources helpful!

Warmly,

Robbie