In August of this year, we had the largest enrollment of new studios into our marketing programs that we have ever accepted in one month…
Around 50 new studios joined our marketing training and coaching programs.
In most cases, these studios were already doing outreach.
They were already posting on Facebook.
Some were running ads.
Some were blogging.
Posting videos to YouTube and TikTok.
Posting pictures and stories to Instagram.
These are the “right” actions to take.
Yet, they came to us because they weren’t growing. These “right actions” weren’t resulting in new students.
Do you know what we taught them first?
Not ads.
Not some fancy new way to get attention.
Not “secret” techniques that no one else knows.
We taught them something that most studio owners overlook.
They don’t think they need it.
They “already know that.”
Or, because they are unaware of its incredible importance, they simply undervalue it… and therefore, ignore it.
Do you want to know what it is?
It’s what made those old ads work 75 years ago.
It’s what would cause those ads to NOT work now.
Messaging.
What You Say and How You Say It
It’s not enough to tell people your product exists.
It’s not enough to declare how great the product is.
It’s not enough to repeat the ad over and over and over.
You have to communicate the value in the language of the customer. It has to feel relevant to them and speak to their experience.
There are a 1000 tiny “micro-reasons” why those old ads wouldn’t work now… that go beyond the fact that they’re black and white television commercials.
For instance, look at just the first commercial:
The “casually dressed” high school students are wearing sport jackets and (by today’s standards) fancy dresses
The weekend activity that “every teen” looks forward to is no longer a football game… it’s probably playing Call of Duty or Fortnite (for guys) or messaging back and forth with friends over Snap, Instagram, or whatever messaging app is currently popular
Even the voiceover guy feels out of place… he’s very earnest, well-spoken, forthright, and sincere. That feels really out of place in our jaded, sarcastic, cynical culture of 2020. Most teens (and even adults) would immediately think this is a parody… not a real advertisement.
It’s obviously a different culture, and it is even ignoring the fact that multiple cultures exist within our nation
The product hasn’t changed. The people have.
If you want to sell products or services in the 2020’s, your messaging has to be 100% on point.
You must understand what they want.
You must understand why they want it.
You must understand the emotions that drive it.
And, you have to communicate the value you can provide… in a persuasive, authentic way.
This is why I created Studio Marketing Masterclass.
I help music studio owners with this messaging “X” factor by teaching them a simple messaging formula that a music studio owner can learn, apply, and get results with in less than two weeks.
Here are just a few pieces of feedback that I received from some of those students in our August class.
These are some of the quick wins they received after they converted their studio messaging from “old and boring” to “powerful and persuasive”:
