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Most people know “facts” about business.
Ask any studio owner and they know that they should:
Have a Facebook page
Have a studio website
Have a “unique selling proposition”
Ask for referrals from their current customers
Hire the best and brightest teachers or staff (for larger schools)
Etc. etc. etc.
The problem is that most studio owners do these actions and then wonder why they don’t get results.
The problem?
Many business owners don’t know how to take a general piece of advice and turn it into an actionable strategy that allows them to measure the results.
Today, I want to give you specific advice on how to do just that… when it comes to your studio’s messaging and public face.
Boring the Pants Off of Your Customers
I want you to try this exercise.
Google the type of lesson (or types of lessons) that your studio offers.
Find the websites of five of your competitors in your area.
Go through and start copy and pasting phrases that are used on each site (don’t worry, we’re not going to plagiarize… in fact, we’re going to do the opposite)
Once you’ve done this, you’re going to find that you have quite a long list:
“Explore our classes"
“Discover the love of a lifetime"
“We inspire our students creatively"
“Kind and caring teachers"
Do you have your list?
Great!
Now - vow from here on out that you are not going to use these trite, meaningless phrases because they are (figuratively) boring the pants off of your customers.
If you are using the same language and concepts that are present on every other studio website in the world… your results are going to be poor or lackluster.
How to Really Make Your Studio Stand Out
I don’t care if your studio is running ads or doing referral / word of mouth marketing...
If you want to stand out, you must differentiate. Stand out. Be unique.
And - while the methods that most studios use to get students results is often the same as other studios...
You must find that unique message, story, or angle that they haven’t heard before.
Here are 3 “angles” to get you started:
1) Who is responsible for the “bad thing” that your lesson program solves?
Find a villain and write a hook or angle using them as the “bad guy."
Yes, I’m aware that has nothing to do with music… but that’s the point. We are drawing parents in with what’s relevant to them… not what is relevant to us.
“Is Fortnite turning your son’s brain to mush?"
“Is your daughter too busy texting to do something useful with her time?"
I’ve never seen an ad or offer for a music school start with such a compelling hook. And - the copy afterwards almost writes itself.
2) What would make your potential customer’s life sad without your lesson program?
“Will your kids regret not learning music when they’re older?"
That’s an amazing hook! And - I have a whole bank of stories from parents of former students who wish their parents had been a little tougher on them.
If you want to turn the “heat” up (and you have the guts) you could rewrite this hook in this way
“Will your kids resent you when they're older because you didn't allow them to learn an instrument?"
Ouch! I have to admit… that’s a little too strong for my tastes, but maybe someone out there could use that hook.
And - you have to admit - that would grab parents attention.
And - now that you have that attention… you can show how your lesson program solves that problem.
3) Think of a specific type of person who might benefit from your lesson program… and write a specific hook for that customer.
“Is your child so shy they can’t look at their classmates in the eye?"
Maybe you launch into a story about a specific student… Keeping them anonymous of course.
And - even if a parent’s child isn’t that shy - it’s such an engaging headline / hook that they are likely to read and appreciate the program as presented on your site, in an ad, or email that you send to them.
By the way...
This is just the tip of the iceberg… there are two dozen angles that I’ve used to promote my lesson programs in the past.
These hooks keep my potential customers engaged, interested, on their toes, and receptive to joining my lesson programs.
Was this helpful? Do you have a great idea for promoting your lessons?
Would love to hear from you!
Have a great week!
Best,
Daniel
