How to Turn Followers into Paying Clients as an Online ESL Teacher (Without Feeling Salesy or Awkward)

Hey, it’s Robbie.

Today, let’s tackle a question I get asked all the time by independent teachers and coaches:

How do you create content that actually gets people to buy from you?

I get it.

Content creation can feel a little like navigating the moving staircases at Hogwarts.

Just when you think you’ve cracked the code, some guru comes along with “The New Secret Strategy?” that makes you question everything.

• "Post twice a day."
• "No, actually… only post when you have something important to say."
• "Don’t sell in your posts. Just give value."
• "Wait, scratch that. If you don’t make offers, no one will buy."

Honestly? You’d probably get clearer advice from a fortune cookie.

And at least that comes with a snack.

Here’s the truth:

Content that makes sales isn’t about trends.

It’s about principles.

Give me four minutes, and I’ll walk you through three rock-solid content strategies that will actually move the needle in your business.

And fair warning, it all comes down to trust.

Step 1: Give, Give, Give (Then Ask)

Ever heard of Gary Vaynerchuk’s “Jab, Jab, Jab, Right Hook” concept?

It’s basically:

?? Give value.

?? Give value.

?? Give value.

?? Then make an ask.

And it works.

Because people don’t buy from people they don’t trust.

And right now? Trust is at an all-time low.

With AI churning out content faster than a toddler on a sugar rush, skepticism is off the charts.

People are questioning what’s real.

And they’re tuning out the generic advice, empty sales pitches, and robotic interactions.

But do you know what still works?

1. ? Sharing real, human, valuable insights consistently.
2. ? Helping your audience BEFORE they ever pay you.

Most people aren’t scrolling social media hoping to be sold to.

They’re looking to be educated, entertained, or inspired.

So, make sure at least 80% of your content serves these purposes.

And here’s a key lesson I learned in my first year of teacherpreneurship:

Don’t be stingy with your best insights. Share them for free.

I know, I know... this sounds backwards.

"But Robbie, if I give away my best stuff, why would anyone pay me?"

Here’s the thing.

The internet is drowning in surface-level, AI-generated fluff, and recycled advice.

What makes people trust you isn’t hoarding your best ideas. It’s proving you actually know your stuff.

The fastest way to do that?

Give before you ask.

Don’t hold back.

Share your best insights. Give away your best strategies. Be the teacher who actually helps.

Because the more you give, the more people trust you.

And the more they trust you... the more they’ll want to work with you.

Step 2: The Content Bank Account

Don’t worry, no math skills required for this one.

Think of content like a bank account.

Every time you provide value, you’re making a deposit into your audience’s goodwill bank.

Every time you ask for a sale, you’re making a withdrawal.

And just like a real bank account…

If you keep withdrawing without depositing, you go broke.

Here’s the magic ratio: ?? 80% giving, 20% asking.

That means at least 80% of your content should aim to educate, entertain, or inspire.

This way, when you do promote something, people are more likely to listen, trust, and take action.

Instead of thinking:

“Ugh, here comes another sales pitch”.

Step 3: Ask (But Do It the Right Way)

Great job! You’re posting, giving, and growing an audience that knows, likes, and trusts you.

But unless you're running a charity, you also need to make a living.

Luckily, when you share real value in your content, it naturally leads to people reaching out for more help.

But that doesn’t mean you have to sit back waiting for DMs to roll in.

You can make it easier for your audience to take action.

Here’s how:

1. Place Your Ask Wisely

Not every post is the right place to promote.

Some moments just make more sense.

For example, you can make your ask at the end of posts where you’ve shared a case study or a student’s success story.

These posts provide value, build trust and inspire people at the same time, making them a great place to include a call to action (CTA) about your paid service.

When people see real results, they naturally wonder, "Could this work for me too?"

And that’s the perfect time to say:

"If you're also looking for support with X, get in touch"

Simple. No pressure. Just an invitation.

2. Use the Power of the P.S.

Fun fact:

The P.S. section is one of the most-read parts of any post or email.

That makes it an excellent place to drop a casual CTA without disrupting the flow.

Instead of ending with:

"Hope this helped!"

You can follow on with:

"P.S. If you need a little more support with X, you can join the [Y number of niche] who checked out my [offer] here!"

It feels natural.

It doesn’t interrupt the post.

And it works.

In fact, I’ve grown my email list to over 2,000 subscribers, mostly just by using P.S. sections in my posts.

Final Thoughts

If there’s one thing I hope you take away from this, it’s this:

People don’t buy because of fancy marketing tricks or buzzwords.

They buy because they believe you can actually help them.

At the end of the day, it all comes down to trust.

And in a world where AI-generated content is everywhere, trust has never been harder to build or more valuable.

People in 2025 want more than just information.

They want connection.

They want to know there’s a real person behind the posts.

Someone who’s been through wins, fails, and “what-the-heck-am-I-doing” moments too.

And that’s the beauty of content creation as a teacher.

You're building a world that reflects you.

AI can’t do you.

It hasn’t lived your life.

It hasn’t survived your experiences.

So keep showing up.

And keep giving generously.

Because when the time comes to make a withdrawal, you’ll find your audience ready to give back.

Want More Help Creating Content That Builds Trust & Gets Clients?

If you want to go deeper into content strategy, My friend Grant Sundbye and I put together a free training to help you write posts that:

• ?? Build trust with your audience
• ?? Stand out (even in a sea of AI-generated blah)
• ?? Actually get you students (without feeling like a sales robot)

It’s the stuff that worked for us in growing our teaching businesses.

You can grab the recording here.

No time to watch right now?

?? Take a few seconds to register, and we’ll send you the recording to watch anytime.

P.S. If this article helped…

Hit like or leave a comment so more teachers can find it.

And if it didn’t?

Just shake your head aggressively at your screen.

I’ll feel it.

P.P.S. See? You read this part ??