Pop quiz:
What is one of the most important business skills you could develop?
3…
2…
1...
Answer: How to be persuasive in print.
Of all the business skills that I’ve developed, this has had the most impact on my studio’s growth and revenue.
I would estimate that I made an additional $500,000 in PROFIT from my studio over the past decade because of developing this skill.
My clients have (cumulatively) made millions of extra profit because I focused them on this skill.
So, what is it? And, more importantly, how do you do it?
Let’s jump in!
Bad Marketing vs Persuasive Marketing
First, let’s start with a checklist for bad marketing:
Focus on information and boring details about your method, your degree, your policies
Make vague promises about students loving music and gaining confidence
Use abstract, conceptual language when describing your studio and your program
Haphazardly decide where all of this information should go on your website
Randomly choose in what order you introduce all of this information to people
Spotlight on you and your program
Next, let’s examine a checklist for persuasive marketing:
Focus on only what parents need to hear to move to the next stage of your funnel
Make specific promises about outcomes that students will get if they work with you
Use specific, measurable language when describing your program and the outcomes your students get
Follow a “sales letter” framework when creating your lessons page - a framework that takes into account how humans make decisions
Make choosing to work with you a no-brainer by overwhelming them with case studies, stories, and proof of the results that your students get
Focus on “results” and customer emotional triggers
Spotlight on your prospects and their fears and desires
When I learned that there was a correct order to introducing my product to people…
I scrapped my website, my fliers, my ads, and anything that I had previously created.
I started from scratch.
I created an offer for my studio. I created a sales letter for my studio.
I updated my website and social media pages.
I changed what I wrote in my marketing emails.
And the difference was night and day.
More leads. More conversions. More students.
I raised my rates by 40% over a 3- year period.
All because I understood how to create a sales letter and be persuasive in print.
This is why we are focusing on marketing in November!
Do you feel stuck when writing about your lessons program? Not sure how to write a great ad?
Are you just sitting around waiting for people to contact you for lessons?
Not sure how to make your school stand out from other local schools?
I’ve created a free marketing training that you can watch right here…
